Hailey Bieber's Rhode Rolls into All Sephora USA and Canada Stores September 4, 2025 AOC Body

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.