rhode Launches in Sephora, Marking a Major Retail Expansion
Georgia Wray Norsten — September 5, 2025 — Business
References: businesswire
rhode launches in Sephora, making its highly anticipated retail debut online and in stores across the U.S. and Canada, with plans to expand to the U.K. this fall. Founded by Hailey Rhode Bieber in 2022, rhode has quickly risen to become the fastest-growing skincare brand, now extending its reach beyond rhodeskin.com into Sephora’s extensive beauty network.
The launch brings rhode’s cult-favorite essentials -- including the 'Peptide Lip' line, skincare staples, and blush -- directly to Sephora shelves. To celebrate, rhode is reintroducing three fan-loved Peptide Lip Treatments and Tints (Strawberry Glaze, Salty Tan, and Jelly Bean), now permanent in the lineup. With over two million searches for rhode on Sephora’s platforms, the collaboration marks Sephora’s largest North American launch to date.
This expansion solidifies rhode’s transition from buzzy direct-to-consumer brand to a mainstream beauty powerhouse. Partnering with Sephora significantly broadens its reach, strengthens retail credibility, and sets the stage for global growth under e.l.f. Beauty’s $1B acquisition.
Image Credit: rhode
The launch brings rhode’s cult-favorite essentials -- including the 'Peptide Lip' line, skincare staples, and blush -- directly to Sephora shelves. To celebrate, rhode is reintroducing three fan-loved Peptide Lip Treatments and Tints (Strawberry Glaze, Salty Tan, and Jelly Bean), now permanent in the lineup. With over two million searches for rhode on Sephora’s platforms, the collaboration marks Sephora’s largest North American launch to date.
This expansion solidifies rhode’s transition from buzzy direct-to-consumer brand to a mainstream beauty powerhouse. Partnering with Sephora significantly broadens its reach, strengthens retail credibility, and sets the stage for global growth under e.l.f. Beauty’s $1B acquisition.
Image Credit: rhode
Trend Themes
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Mainstream Brand Transition — Rhode's expansion into Sephora showcases a strategic shift from direct-to-consumer to mainstream retail, highlighting new pathways for emerging beauty brands to scale rapidly.
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Cult-favorite Product Launches — Reintroducing popular products like the Peptide Lip line as permanent offerings presents an opportunity to capitalize on established consumer demand in new retail spaces.
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Global Beauty Retail Expansion — The upcoming expansion to the U.K. exemplifies the growing trend of U.S. beauty brands seeking international markets to enhance their global presence.
Industry Implications
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Beauty Retail — The collaboration between rhode and Sephora underscores a significant moment in beauty retail, emphasizing the importance of partnerships in expanding a brand's in-store footprint.
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Direct-to-consumer Brands — Rhode's shift from an online-only model to physical retail spaces reflects a broader movement within direct-to-consumer brands looking to increase visibility and market reach through traditional channels.
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Skincare — Rapid growth in the skincare sector is illustrated by rhode's success, showcasing how innovative formulations and celebrity backing can drive substantial brand awareness and consumer interest.
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