Hailey Bieber’s sustainable skincare brand Rhode [IG] is in high gear, with less than 3 weeks to go for its Sephora launch on September 4.

The recently-acquired, sensational-success brand Rhode will be carried by all Sephora freestanding stores in the U.S. and Canada, as well as on LVMH-owned Sephora website. Rhode was tested in select Sephora locations in the spring before being awarded the major rollout.

Rhode Skin founder Hailey Bieber has been its chief promoter since its founding, landing one creative campaign after another. Unlike other brand launches, Bieber has expertly walked a business tightrope with plenty of social media dazzle and celebrity PR grounded in product manufacturing expertise and distribution goals.

Focus, or better yet ‘clarity’ has been Hailey Bieber’s middle name since launching Rhode, and she has not faltered.

With the acquisition of Rhode by ELF Beauty for $1 billion, Bieber has moved into an exclusive club of successful new business launches, happening in a very crowded product category. Bieber will continue her role as founder and head of innovation, in charge of creative, product innovation and marketing.

The deal expands Bieber’s manifested goal of being a force in the global beauty space, as she moves beyond Rhode as a strategic advisor for both Rhode and Elf Beauty.

“I want to be the biggest beauty brand in the world, and I believe that ELF is going to help me get there” Bieber declared.

July 2025 Rhode Lemontini Campaign

In these Rhode images for its July Lemontini 2025 Campaign — a limited edition offer at $20 in the Rhode Peptide Lip Tint collection — Hailey Bieber introduces a shimmery, sheer gold gloss that smells like a sweet, citrusy cocktail.

Lemontini is packing an updated formula that has already been rolled out to its existing lip tints and four peptide treatments.

Bieber has been consistent in mixing food and drink-related themes in Rhode marketing, probably related to the constant compliments that Hailey heard about her donut-glazed skin. Bieber both read a rising trend and made it even stronger with her frequet sellouts of new products.

In these Rhode images, Hailey is styled by Gabriella Karefa-Johnson in images by Dudi Hasson [IG]. / Hair by Teddy Charles; makeup by Lean Darcy