Rhode, founded by Hailey Bieber, executed a highly anticipated product strategy between June 15th and September 4th, 2025, culminating in its official launch at Sephora across the USA and Canada on September 4th, 2025.
This period was characterized by consistent weekly sales revenue, peaking at $4.7 million in early July with new lip and blush launches, and extensive digital-first marketing efforts targeting a wide demographic, including younger audiences. The Sephora expansion was met with unprecedented
consumer demand and is considered one of the largest launches in Sephora’s history in North America. Sephora Launch Strategy and Impact The strategic Sephora launch was a major highlight for Rhode, preceded by significant anticipation.
In the year prior, Sephora's platforms recorded over 2 million unique searches for "Rhode" , signaling exceptional pre-launch consumer interest. This event, occurring on September 4th, 2025 , was lauded as the largest launch in Sephora's history in North America , reflecting its substantial scale and expected market penetration.
Hailey Bieber's direct involvement was central to the marketing, leveraging her celebrity status through influencer collaborations and high-profile social media campaigns, including TikTok unboxing events, which significantly amplified excitement and drove user-generated content.
“We’ve been liaising with Hailey Bieber for a while and had our eyes on rhode since it burst into the industry,” said Priya Venkatesh, Global Chief Merchandising Officer at Sephora…
