Rhode’s much-anticipated Sephora foray is off to a powerful begin, certainly.
The wonder model, which was based in 2022 by Hailey Bieber and purchased final spring by E.l.f. Magnificence in a $1 billion deal, is now the record-holder for the largest model launch at Sephora North America, the place it launched on-line and in all doorways Sept. 4.
In accordance with YipitData, Rhode exceeded $10 million in retail gross sales throughout its first two days at Sephora. Information supplied by Rhode exhibits it lapped the earlier record-holder for largest launch on the retailer by 2.5 occasions, with roughly three Rhode gadgets promoting a second.
The Sephora growth marked a primary retail foray for Rhode, which reportedly topped $212 million in web gross sales for the 12 months ending March 31 — a big quantity for a direct-to-consumer model.
Now Rhode affords its full product lineup at Sephora, ranging in value from $20 for its viral Peptide Lip Remedies and Tints to $36 for the Barrier Butter Intensive Moisture Balm. Different merchandise embody its Pocket Blush cream blushes; Lip Form lip liners; Glazing Milk facial essence and its latest Glazing Mist Hydrating Face Spray, $30.
Rhode’s peptide-infused Lip Form lip liners.
Courtesy of Rhode/Carlijn Jacobs
“My point of interest proper now could be Sephora,” Bieber informed WWD in an interview final month, forward of the launch. “I used to be going to say I simply need to get my toes moist, however I need to dive proper into the retail expertise.”
On launch day, Rhode made up greater than 35 p.c of Sephora North America’s omnichannel gross sales, which leveled off to about 5 p.c roughly one week in a while Sept. 10, in response to internet and in-store receipt information scraped by YipitData.
About 60 p.c of the model’s Sephora patrons through the interval had been longtime Sephora consumers, although the opposite 40 p.c had redirected their magnificence spend from different retailers, particularly Ulta Magnificence and Goal.
Curiously, just below 10 p.c of customers who shopped Rhode’s Sephora debut had made a purchase order through the Rhode direct-to-consumer web site in 2025, indicating the launch drew a big share of recent consumers to the model.
So far as which different manufacturers Rhode’s Sephora customers shopped from January by way of August 2025? Summer season Fridays ranked number-one, with almost 10 p.c of Rhode at Sephora consumers shopping for a Summer season Fridays product this 12 months.
Selena Gomez’s Uncommon Magnificence was number-two by way of client crossover, adopted by Dior Magnificence, Huda Magnificence, Charlotte Tilbury, Laneige, Caudalie and Patrick Ta. Many of those manufacturers are equally Sephora-exclusive, or influencer/movie star-driven. In August, Rhode ranked because the number-one skincare model by earned media worth, in response to CreatorIQ, a place it has maintained month-over-month this 12 months due to its social media savvy and star founder.
Rhode’s Sephora launch isn’t guardian firm E.l.f.’s first partnership with the retailer: the corporate’s flagship mass magnificence line is a top-three model at Sephora Mexico, the place it launched final fall, and is increasing its presence at Sephora Center East.
E.l.f.’s different portfolio model, Naturium, in the meantime, is quickly to enter Sephora Australia.