Rhode, the beauty brand founded by Hailey Bieber in 2022, has made a remarkable entry into the retail world with its recent launch at Sephora. This collaboration with E.l.f. Beauty, which acquired Rhode for a staggering $1 billion last spring, has proven to be a historic moment for both brands. The launch, which took place on September 4, marked a significant milestone as Rhode became the record-holder for the biggest brand debut at Sephora North America. In just two days, the brand generated over $10 million in retail sales, surpassing the previous record holder by two and a half times, with around three items flying off the shelves every second.
Rhode’s impressive growth trajectory reflects its strong performance in the direct-to-consumer space, with net sales exceeding $212 million for the 12 months ending March 31. For its eagerly anticipated Sephora unveiling, Rhode presented a diverse range of products, from its viral Peptide Lip Treatments and Tints priced at $20 to the luxurious Barrier Butter Intensive Moisture Balm at $36. Other popular offerings include the Pocket Blush cream blushes, Lip Shape lip liners, and the new Glazing Milk facial essence. Rhode’s product variety caters to a broad audience, ensuring it appeals to both seasoned beauty lovers and newcomers alike.
In an interview leading up to the launch, Hailey Bieber expressed her excitement about diving into the retail experience, emphasizing that her focus was firmly on Sephora. On launch day, Rhode accounted for more than 35 percent of Sephora North America’s omnichannel sales, although this percentage stabilized to around 5 percent a week later. Interestingly, 60 percent of Rhode’s Sephora shoppers were existing Sephora customers, while 40 percent switched their beauty spending from other retailers like Ulta Beauty and Target, indicating the brand’s strong pull.
What’s more telling is that nearly 10 percent of consumers purchasing at Rhode’s Sephora debut had never bought from Rhode’s direct-to-consumer site in 2025. This suggests that the launch not only succeeded in drawing in dedicated fans of Hailey Bieber but also attracted a significant number of new customers. Additionally, data reveals that shoppers of Rhode at Sephora were also interested in other trending brands, with Summer Fridays leading the pack and Rare Beauty, founded by Selena Gomez, coming in second. This crossover highlights a vibrant community of beauty enthusiasts engaging with multiple brands.
Rhode’s rising popularity can be attributed to its potent marketing strategy, especially its adept use of social media. Recognized as the number-one skincare brand by earned media value, Rhode maintains a consistent presence in discussions about modern beauty trends. The brand’s savvy online engagement, combined with its celebrity founder, continues to capture attention and admiration from consumers.
The launch of Rhode at Sephora not only marks the beginning of a new chapter for the brand but also underscores the successful collaboration with its parent company, E.l.f. Beauty. This isn’t E.l.f.’s first venture with Sephora; its flagship line is already a top performer in Sephora Mexico and plans are in place for expansion into other regions like Sephora Middle East and Australia. Overall, Rhode’s entrance into Sephora signifies a promising future, setting the stage for further growth and innovation in the beauty industry.