rhode Finally Hits Physical Retail: What This Means for Sephora and the Beauty Industry

For months, beauty enthusiasts have been asking the question everyone wants answered: is rhode sold in stores? The answer is now officially yes. rhode, Hailey Bieber’s breakthrough skincare and color cosmetics brand, just launched across Sephora’s entire U.S. and Canada network—both online and in physical locations—marking a pivotal moment for the direct-to-consumer beauty darling.

The Numbers Behind the Hype

The scale of this expansion speaks volumes. Over the past year, Sephora recorded more than 2 million unique searches for rhode on its site and app alone, signaling massive untapped demand waiting to be captured. The launch itself is positioned as Sephora’s largest retail rollout in North America to date, with UK expansion planned for fall—a move that underscores just how seriously the beauty giant is taking this partnership.

Since its June 2022 debut, rhode has dominated the skincare conversation. The brand holds the #1 position for skincare by earned media value (EMV) according to Tribe Dynamics, while simultaneously becoming the fastest-growing brand in the skincare category. Each product drop has generated what the company describes as “unprecedented demand,” reshaping how consumers think about accessible, efficacious beauty.

Why Now? The e.l.f. Beauty Acquisition Context

This Sephora expansion arrives on the heels of a major milestone: e.l.f. Beauty’s $1 billion acquisition of rhode in 2025. That deal signals a strategic shift for both entities—e.l.f. gains a premium prestige brand with cultural cachet, while rhode gains infrastructure and retail muscle to scale globally. For consumers wondering where they can now find rhode’s products, the answer is increasingly everywhere.

What You’ll Actually Find at Sephora

The physical Sephora experience won’t just be a standard product drop. rhode is bringing its signature visual identity to store shelves—think the brand’s iconic grey glossy packaging and mirror-moment-friendly displays that have defined its pop-up culture. Shoppers can expect rhode’s core essentials: the cult-favorite Peptide Lip line, high-performance skincare, and pigmented blush formulas.

As a special bonus to mark the partnership, three previously limited-edition Peptide Lip treatments—Strawberry Glaze, Salty Tan, and Jelly Bean—are becoming permanent fixtures in the lineup, rewarding loyal customers who supported the brand during its DTC-only phase.

The Bigger Picture

“My goal since day one has been to bring rhode to as many people as possible, however they prefer to shop,” Hailey Bieber explained in the announcement. With Sephora’s 56,000-person team operating across 35 markets and 3,200+ stores globally, that mission is now reaching execution at scale.

This partnership exemplifies a broader industry trend: the most successful D2C beauty brands eventually need physical retail to reach critical mass. By choosing Sephora—a partner with unmatched prestige and community—rhode isn’t just finding new customers. The brand is validating a simple insight that consumers have been making clear: yes, rhode is sold in stores now, and the beauty landscape just shifted accordingly.