Rhode’s much-anticipated Sephora foray is off to a strong start, indeed. 

The beauty brand, which was founded in 2022 by Hailey Bieber and acquired last spring by E.l.f. Beauty in a $1 billion deal, is now the record-holder for the biggest brand launch at Sephora North America, where it launched online and in all doors Sept. 4.

According to YipitData, Rhode exceeded $10 million in retail sales during its first two days at Sephora. Data provided by Rhode shows it lapped the previous record-holder for biggest launch at the retailer by 2.5 times, with roughly three Rhode items selling a second. 

The Sephora expansion marked a first retail foray for Rhode, which reportedly topped $212 million in net sales for the 12 months ending March 31 — a large amount for a direct-to-consumer brand.

Now Rhode offers its full product lineup at Sephora, ranging in price from $20 for its viral Peptide Lip Treatments and Tints to $36 for the Barrier Butter Intensive Moisture Balm. Other products include its Pocket Blush cream blushes; Lip Shape lip liners; Glazing Milk facial essence and its newest Glazing Mist Hydrating Face Spray, $30. 

“My focal point right now is Sephora,” Bieber told WWD in an interview last month, ahead of the launch. “I was going to say I just want to get my feet wet, but I want to dive right into the retail experience.” 

On launch day, Rhode made up more than 35 percent of Sephora North America’s omnichannel sales, which leveled off to about 5 percent roughly one week later on Sept. 10, according to web and in-store receipt data scraped by YipitData. 

About 60 percent of the brand’s Sephora buyers during the period were longtime Sephora shoppers, though the other 40 percent had redirected their beauty spend from other retailers, namely Ulta Beauty and Target. 

Interestingly, just under 10 percent of consumers who shopped Rhode’s Sephora debut had made a purchase via the Rhode direct-to-consumer website in 2025, indicating the launch drew a significant share of new shoppers to the brand.  

As far as which other brands Rhode’s Sephora consumers shopped from January through August 2025? Summer Fridays ranked number-one, with nearly 10 percent of Rhode at Sephora shoppers buying a Summer Fridays product this year. 

Selena Gomez’s Rare Beauty was number-two in terms of consumer crossover, followed by Dior Beauty, Huda Beauty, Charlotte Tilbury, Laneige, Caudalie and Patrick Ta. Many of these brands are similarly Sephora-exclusive, or influencer/celebrity-driven. In August, Rhode ranked as the number-one skin care brand by earned media value, according to CreatorIQ, a position it has maintained month-over-month this year thanks to its social media savvy and star founder.

Rhode’s Sephora launch isn’t parent company E.l.f.’s first partnership with the retailer: the company’s flagship mass beauty line is a top-three brand at Sephora Mexico, where it launched last fall, and is expanding its presence at Sephora Middle East.

E.l.f.’s other portfolio brand, Naturium, meanwhile, is soon to enter Sephora Australia.