Rhode Beauty expands with launch at Sephora across North America
This launch represents a significant milestone for Rhode, setting the stage for further brand expansion and solidifying its place within a competitive beauty landscape.
USA – Rhode Beauty, the skincare and cosmetics brand founded by Hailey Rhode Bieber, has officially expanded its footprint with a highly anticipated launch at Sephora stores across North America.
As of September 2025, Rhode’s full assortment is now available both online and in all Sephora locations throughout the U.S. and Canada, marking the brand’s first significant entry into physical retail spaces.
This partnership represents the largest skincare brand launch in Sephora’s North American history and is a significant milestone in Rhode’s rapid growth trajectory since its debut in 2022.
The launch is poised to be the largest skincare brand introduction in Sephora’s North American history, responding to over 2 million unique searches for Rhode on Sephora’s site and app in the past year.
The brand offers a curated selection of skincare essentials and high-performance color cosmetics featuring its signature grey glossy packaging with sleek, soft-edged designs that resonate with its community.
Sephora will carry Rhode’s core product range, including the popular Peptide Lip Treatments, Glazing Milk, and Pocket Blushes.
In celebration of the partnership, Rhode is making three limited-edition Peptide Lip Treatment Tints—Jelly Bean, Strawberry Glaze, and Salty Tan—permanent offerings.
Rhode’s co-founder and brand officer, Lauren Ratner, highlighted the significance of this expansion, emphasizing that Sephora allows Rhode to present its products to customers where they already shop, broadening the brand’s reach in an engaging, interactive format.
Hailey Bieber, Rhode’s founder and creative lead, stated, “My goal since day one has been to bring Rhode to as many people as possible, however they prefer to shop, whether that’s online or in-person.”
“Sephora, with its global footprint, was the perfect partner to help bring my vision to life.”
This North American launch follows Rhode’s acquisition by e.l.f. Beauty in an approximately USD 1 billion deal earlier in 2025.
The entry into Sephora’s extensive retail network is expected to accelerate Rhode’s growth, extending its presence beyond digital channels and pop-up activations to a more permanent, global retail footprint.
Through this landmark launch, Rhode is positioned to strengthen its rapid rise as one of the fastest-growing and most talked-about skincare brands in the market.
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