Hailey Bieber's beauty brand, Rhode, officially launched in Sephora stores and online across the U.S. and Canada on September 4, 2025. This marks a significant distribution expansion for the brand, with plans to roll out to the U.K. later this fall.
The launch is slated to be the largest in Sephora's history in North America, following over 2 million unique searches for Rhode across Sephora's site and app in the past year. This indicates strong consumer demand and anticipation for the brand's availability in physical retail.
This expansion is a key development following e.l.f. Beauty's acquisition of Rhode for up to $1 billion, leveraging e.l.f.'s expertise in retail distribution. The move is expected to accelerate Rhode's global presence and contribute to e.l.f. Beauty's overall growth profile.
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