The Official Announcement
The brand took to Instagram to share the exciting news with its 3.6 million followers, telling fans to ‘save the date’ for the official launch. This announcement comes just months after Rhode’s landmark $1 billion acquisition by e.l.f. Beauty, positioning the brand for unprecedented growth and global expansion.
What’s Coming to Sephora
To commemorate this major partnership, Rhode has confirmed it will be bringing back three beloved shades of its Peptide Lip Treatment and Tints as part of the launch: Jelly Bean, Strawberry Glaze, and Salty Tan. These limited-edition returns are sure to excite fans who have been eagerly awaiting the brand’s retail debut.
The Sephora launch marks Rhode’s first permanent presence in physical retail, a significant step for a brand that has built its reputation exclusively through direct-to-consumer channels and viral social media campaigns. The brand’s flagship products, including the Peptide Lip Treatment and Glazing Milk, will now be accessible to a wider audience through Sephora’s extensive retail network.
Launch Timeline and Global Expansion
Sephora will be offering Rhode products both online and in-store from September 4 for customers in the US and Canada. While the products won’t be available in UK stores from the same date, Sephora is expected to take Rhode to the other side of the pond later this year. The brand is rumored to be in UK stores by the end of 2025, extending its international reach.
This strategic rollout fits Rhode’s wider expansion goals following its acquisition. The brand is already available to shop across Europe from its website following an expansion earlier this year, and Rhode’s presence is set to keep growing rapidly.
The Power of Social Media Success
Rhode’s journey to Sephora has been nothing short of impressive. In just three years since its 2022 launch, the brand has reached $212 million in net sales for the fiscal year ending March 31, thanks to direct-to-consumer channels with just ten products. This success comes from Hailey Bieber’s powerful social media presence, with 55 million followers on Instagram and over 16 million on TikTok.
The brand has flourished on TikTok Shop, where it has sold over 112,000 units of its flagship products. Rhode’s social media tactics made it the top skincare brand in earned media value last year, with 367% year-over-year growth from unpaid campaigns.
Strategic Partnership Benefits
The partnership with Sephora brings several benefits for Rhode’s growth. Rhode’s focus on ingredients could appeal to consumers eager to explore skincare but feeling overwhelmed by the many options available. For many, Rhode serves as an accessible introduction to beauty in a landscape that can often feel complex or intimidating.
Before the partnership was revealed, Sephora recorded 2 million unique searches for Rhode on its website, which led to Rhode launching in all standalone stores immediately instead of a gradual approach.
The E.l.f. Beauty Acquisition Impact
Rhode’s launch at Sephora comes right after its $1 billion acquisition by e.l.f. Beauty, announced in May 2025. The deal includes $800 million in cash and stock, with another potential $200 million if Rhode meets future targets.
Under the acquisition agreement, Hailey Bieber takes on the roles of chief creative officer and head of innovation, managing creative direction, product development, and marketing, as reported here. This move helps keep Rhode’s vision and style consistent as it grows.
Looking Ahead
The Sephora launch is more than just a retail move for Rhode. It reflects recognition for the brand’s strategic approach and product quality. Shoppers can expect store displays to capture the signature look and feel that Rhode fans know and love, helping the brand’s online identity come to life in a physical retail setting.
With the support of e.l.f. Beauty and Sephora’s global presence, Rhode is poised to become one of the most successful celebrity beauty brands of recent years. The September 4 launch date marks a new chapter for Rhode and highlights how digital-native brands can successfully expand into brick-and-mortar stores.
