Starting this fall, Bieber’s skincare brand will be available at Sephora outlets across the US and Canada, with a UK launch set for the end of 2025.
Hailey Bieber’s skincare brand Rhode is set to roll out in Sephora stores, marking the label’s first venture into brick-and-mortar retail. The partnership – announced via Sephora’s social media – will bring Rhode’s products to Sephora locations across the United States and Canada by this fall, and to the UK by year’s end. This move comes after months of industry speculation that Bieber’s cult-favorite line would secure a major retail deal, and it positions Rhode to reach customers far beyond the brand’s online-only beginnings.
Founded in June 2022, Rhode quickly became a viral sensation, selling directly to consumers and amassing a devoted following worldwide. The line is known for its minimalist, “glazed” aesthetic and skincare-driven hero products – specifically the Peptide Lip Treatment and the hydrating Glazing Milk toner that have achieved cult status. Until now, fans could only purchase these items through Rhode’s website (apart from a few pop-up events), which made the Sephora deal especially anticipated. “From day one, it’s been our dream to bring efficacious, intentional skincare and beauty essentials to as many people as possible,” the brand explained in its Instagram announcement, adding that partnering with Sephora will help “expand our global community”.
Rhode’s rapid rise from a direct-to-consumer start-up to a coveted retail partner is unusual in the crowded celebrity beauty space. As Puck News remarked in 2024, “Never before has a celebrity-owned D.T.C. beauty company cracked the marketing code quite like Hailey Bieber’s Rhode.” The brand’s early success — fueled by Bieber’s celebrity influence and social media marketing — has translated into both robust sales and credible skincare bona fides. While Sephora hasn’t confirmed specifics about how extensively it will stock Rhode or whether the full product range will be available, the buzz suggests that key items (from the dewy Glazing Milk serum to the newly launched Peptide Lip Tints and pocket blushes) are poised to attract eager shoppers. An exact launch date has yet to be announced, but with the fall season approaching, both Rhode devotees and beauty insiders will be watching closely for the “glazed” look to officially hit Sephora’s aisles.
