Rhode Skincare Lands at Sephora in Landmark Beauty Deal
Rhode, the highly acclaimed beauty brand founded by Hailey Rhode Bieber, has officially marked a significant milestone by entering Sephora. This pivotal partnership makes Rhode's full range of skincare essentials now available for purchase both online and in every Sephora store across the United States and Canada, with plans for a United Kingdom rollout later this fall. This collaboration is particularly noteworthy as it represents the largest skincare brand launch in Sephora's North American history, underscoring the immense anticipation and strategic importance of Rhode's retail expansion.
According to Lauren Ratner, co-founder, president, and chief brand officer of Rhode, the brand is delighted to bring its core lineup of essentials to customers within just over three years of business. Ratner emphasized the importance of meeting their audience where they already shop and desire to see Rhode products. She stated that Sephora provides an unparalleled platform to broaden Rhode's reach, allowing the brand to be built in an even more meaningful and interactive way through direct engagement with a vast customer base.
Since its debut in 2022, Rhode has rapidly established itself as one of the fastest-growing names in the competitive skincare industry. The brand's impressive trajectory includes earning the top spot in overall skincare Earned Media Value (EMV), a testament to its strong organic buzz and community engagement, as reported by Tribe Dynamics. Furthermore, Rhode has generated over two million searches on Sephora’s digital platforms in the past year alone, indicating a strong existing demand from Sephora's clientele. This significant retail launch also follows E.l.f. Beauty’s recent strategic acquisition of Rhode, valued at $1 billion, further solidifying its market position and potential.
Hailey Rhode Bieber, founder, chief creative officer, and head of innovation for Rhode, as well as a strategic advisor to E.l.f. Beauty, expressed her long-standing vision for the brand. Her goal from day one has been to make Rhode accessible to as many people as possible, catering to their preferred shopping methods, whether online or in-person. Bieber highlighted Sephora's extensive global footprint as the ideal partner to help bring her ambitious vision to fruition, promising wider availability and a more tangible brand experience for consumers.
Within Sephora stores, Rhode's distinct visual identity will be meticulously brought to life through classic grey glossy builds, complemented by sleek, soft edges and strategically placed mirror moments designed to encourage content creation. Shoppers will discover Rhode’s signature assortment, including its highly popular Peptide Lip line, a range of core skincare staples, and blush products. A special highlight of the launch is the reintroduction of three previously limited-edition lip treatments—Strawberry Glaze, Salty Tan, and Jelly Bean—which will now become permanent additions to the product lineup, much to the delight of loyal fans.
Priya Venkatesh, Global Chief Merchandising Officer at Sephora, conveyed the retailer's excitement about the new partnership. Venkatesh confirmed that Sephora has been in discussions with Hailey Bieber for quite some time and had been closely monitoring Rhode's impressive emergence in the industry. She concluded by stating Sephora's immense enthusiasm to welcome Rhode into its esteemed portfolio of best-in-class brands, making it available to beauty enthusiasts starting today in the US and Canada, with the UK market to follow.
