When Rhode first hit the scene in 2022, plenty of people saw it as just another celebrity-backed beauty line. A few moisturizers, a lip balm, Hailey Bieber’s name stamped on the packaging, and the usual promise of glowing skin. Fast-forward to today, and that small online brand has turned into a billion-dollar powerhouse.
Earlier this year, E.L.F. Beauty scooped up Rhode for a cool $1 billion. That’s no small feat for a company that only offers 10 products. Until now, those toners, moisturizers, and lip balms lived mostly online, forcing diehard fans to pay hefty shipping fees to get them. But this week marks a turning point: Rhode products officially landed in Sephora stores across the U.S. and Canada.
And the response? Pure chaos, in the best way. At Sephora’s Times Square flagship, the doors weren’t even open before lines wrapped around the block. Shoppers—some who had traveled across oceans—were there to snag Rhode’s Glazing Milk toner and cult-favorite lip balms. For fans like Sami Conrad from New Zealand, the launch was more than just a shopping trip. “Nobody at home has Rhode because it costs so much to ship it,” she said, excited to finally get her hands on the products.
It’s not just the skincare that’s driving the frenzy. Hailey Bieber herself has become inseparable from the brand’s identity. According to E.L.F. Beauty CEO Tarang Amin, Rhode’s success boils down to Hailey’s commitment. “Rhode is her main job,” he explained, pointing out that fans see buying Rhode as a way to step into Hailey’s lifestyle—even when she’s not physically present.
What makes this launch even more significant is Rhode’s position within E.L.F. Beauty’s portfolio. While the company also owns popular names like E.L.F. Cosmetics, Naturium, and Keys Soulcare, Rhode is the only brand making its mark at Sephora. And the numbers back it up: Sephora’s website logged over two million searches for Rhode in the past year alone.
For Hailey, the long game has always been about creating something that could stand on its own. “I wanted to build a brand that people love because the products are great, not just because of my involvement,” she said. Judging by the crowds, the billion-dollar valuation, and the fact that Sephora shelves are likely being cleared out as you read this, Rhode might just be doing exactly that.
