Rhode debuts at Sephora across North America after $1B sale to e.l.f.

Hailey Bieber marked a major commercial milestone this week when her beauty brand Rhode made its official debut on Sephora shelves across North America, a move the model and entrepreneur celebrated in New York on Thursday with multiple public appearances and a flurry of wardrobe changes. The launch, which put Rhode products in hundreds of Sephora stores and online at Sephora.com on Sept. 4, follows Bieber’s recent sale of the company to e.l.f. Beauty in a deal reported to be worth about 1 billion dollars.

Bieber attended a series of Sephora activations in Manhattan, overseeing window displays and greeting shoppers as fans swarmed flagship locations. The Rhode assortment that hit shelves includes the brand’s viral Peptide Lip Tint, the Pocket Blush chubby stick, Glazing Milk, Peptide Glazing Fluid and Barrier Restore Cream, products that helped build Rhode’s cult following after its 2022 direct-to-consumer launch. The rollout is slated to reach Sephora stores across the United States and Canada, with plans reportedly under way for a United Kingdom launch in the coming months.

Announcing the expansion on social media, Bieber wrote that when she launched Rhode she had “big dreams”...