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It’s official: Hailey Bieber’s skincare line rhode is now ready, willing and able to beautify even more of the world. On September 4, rhode officially debuted at Sephora — a major step for the brand that’s practically owned TikTok since the line’s 2022 launch. Eager Clean Girlies, Rhodies, and shoppers can now snap up rhode in 600+ Sephora locations from the sunny slopes of California to the rock-bound coast of Maine. And don’t forget Sephora.com.
Fans swamped Sephora’s Soho flagship in New York City for the first drop as online shoppers pounded frantically on keyboards to snag cult-favorite products before they inevitably sold out.
Hailey’s Sephora Bestsellers (So Far)
For Beauty Insiders, the rhode launch is extra sweet: you’ll rack up points, score samples, and cash in on Sephora’s loyalty rewards.
Here are the must-have-absolutely-essential-can’t-live-withouts now on Sephora shelves:
● Peptide Lip Treatment — The viral gloss-balm hybrid beloved for its shine and hydration
● Glazing Milk — Delivers Bieber’s signature “glazed donut skin”
● Barrier Restore Cream — The moisturizer TikTok calls “a security blanket for your face”
More rhode at Sephora
Sephora now carries the full rhode lineup — and fans are scooping these up fast:
- Pocket Blush — Creamy, blendable blush stick for a soft, flushed glow
- Peptide Lip Tint — Hydrating lip balm-meets-tint with a wash of color
- Peptide Lip Shape Liner — Creamy liner that pairs perfectly with the Lip Treatment or Tint
- Pineapple Refresh Cleanser — Foaming gel cleanser with pineapple enzymes to gently exfoliate
- Glazing Fluid — Lightweight serum for that iconic “glazed donut skin”
- Glazing Mist — Hydrating face mist to revive makeup and boost dewiness
- Barrier Butter — Ultra-rich overnight cream that repairs and nourishes skin
A Vintage Moment: Hailey in Donna Karan
Hailey B didn’t just show up for the launch; she never just shows up. No, she turned it into a full-blown fashion moment. The 27-year-old arrived at the Soho event in a strapless vintage Donna Karan gown from the ‘90s, accessorized with oversized gold earrings and a slicked-back bun.
The look was intentional. As Page Six so astutely pointed out, Hailey has favored “quiet luxury” minimalism because it aligns her personal style with rhode’s aesthetic. Even People called her look “sophisticated New York minimalism” — a “vibe” match made in heaven.
What’s With Sephora?
Since its 2022 launch, rhode’s operated as a direct-to-consumer brand, relying on limited drops and TikTok buzz. The Sephora launch signals a new era of accessibility. Sephora’s distribution reach and cultural influence make it the Empire State Building of beauty retail.
As s Fast Company notes, the move allows Bieber’s brand to rub elegant bare shoulders with giants like Rare Beauty and Fenty Beauty — two celebrity-backed lines that rewrote the book on beauty retail.
Celeb Beauty Brand Fatigue? Nope
The celebrity beauty space is crowded — from Lady Gaga’s Haus Labs to Ciara’s OAM skincare. But rhode’s strategy stands out:
● Tight Edit: just a few hero products, not 40 thousand offerings
● Focus on Skincare: avoiding trend-driven makeup
● Hailey’s Personal Vibe: her “clean girl” look is the entire brand
As Fashion Network reported, Bieber has positioned rhode as minimalist, affordable luxury — a welcome and refreshing change from maximalist packaging and overstuffed launches.
Comparisons: rhode vs. Rare Beauty and Fenty
● Fenty Beauty (Rihanna): Rocked Sephora with its 40-shade foundation range in 2017 — inclusivity became the new norm.
● Rare Beauty (Selena Gomez): Focused on authenticity and mental health messaging while offering mid-tier pricing.
● rhode (Hailey Bieber): Minimalist, $16–$29, aspirational skincare simplicity. Instead of inclusivity or advocacy, it embodies accessible luxury and Hailey’s own viral aesthetic.
According to Fast Company, Sephora is the ultimate test for celebrity brands, the arena in which they prove (or fail to prove) they’re built to last. rhode‘s stepping onto the razor’s edge.
Beyond formulas, rhode has earned praise for its refillable, monochrome packaging: sleek gray tubes and jars that define sustainability. Beauty Packaging says the design emphasizes eco-conscious luxury while fitting seamlessly into Sephora’s clean beauty ethos.
Bottom Line, Beauties
Hailey’s rhode has rocketed from cult TikTok skincare hack to Sephora-certified powerhouse. Her savvy vintage Donna Karan look made the launch a style statement and a commercial milestone.
For fans, this means no more refreshing rhode’s site at 2 a.m. The Peptide Lip Treatment, Glazing Milk, and Barrier Restore Cream are now in stock at Sephora…until they sell out again, naturally.
In an oversaturated market of celeb beauty brands, Bieber’s relying on a less-can-be-more strategy: thoughtful products, consistent branding, and the right retail partner can still cut through the noise.
