Hailey Bieber Brings Her Beauty Brand Rhodes To Sephora

Hailey Bieber, having already turned her Rhode beauty brand into a billion-dollar venture, just hit a new milestone, making her skincare and makeup line available in Sephora stores across the U.S. and Canada. The debut took place on September 4, 2025, when Bieber marked the occasion with a Times Square curtain-drop event.

It wasn’t just her business savvy that grabbed attention that day. The 28-year-old mogul leaned into timeless style, arriving at the largest Sephora in the U.S. clad in a silver Donna Karan ensemble from Spring 1996.

Hailey in Donna Karan at her (Rhodes) Launch – Instagram 

Instead of choosing a trendy L.A. boutique, Bieber chose Times Square at Seventh Avenue and 41st Street, the biggest Sephora store in the U.S. The crowd’s excitement was high, with many already out at 9:00 a.m. to show their love, support, and pose in the branded pink photo booth. Surrounded by oversized Rhode products, Bieber  turned a brand rollout into an immersive show.

Her love for minimalist fashion was also evident through her looks, from a vintage silver dress to a yellow leather jacket layered over lace, and a relaxed white tee with black pants. Each look echoed her effortless blend of CEO polish and off-duty supermodel cool.

One of Hailey’s  look on Thursday September 4th for Rhodes in Sephora – Instagram 

Meanwhile, behind the scenes, the business move could not be ignored. What started in 2022 as a direct-to-consumer line with just three products has exploded into a 16-piece collection now stocked in Sephora. Rhode has become Sephora’s biggest skincare launch in North America, a testament to Bieber’s vision, and strategic execution.

“My goal since day one has been to bring Rhode to as many people as possible, however they prefer to shop, whether that’s online or in-person,” said Hailey, who is Founder, Chief Creative Officer and Head of Innovation of Rhode, and Strategic Advisor to e.l.f. Beauty. “Sephora, with its global footprint, was the perfect partner to help bring my vision to life.”

Another look of Hailey – Instagram

The strategy paid off quickly. Products like the Peptide Lip Tint, Pocket Blush, Glazing Milk, Glazing Mist, and Barrier Restore Cream, which were exclusively sold on the internet through the brand’s own site, are now front and center on beauty shelves. This marks the brand’s first expansion into the retail market.

Looking ahead, beyond the U.S. and Canada, there are plans for the products to be available at Sephora UK this fall. By merging commerce with performance, Hailey Bieber has turned a beauty brand debut into a full-blown spectacle and moved the game forward. Rhode is no longer just skincare; it is now part of the beauty mainstream, visible, tactile, and poised to glow in every shopping cart it lands in.

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