A launch date for Hailey Bieber’s much-loved skin and makeup brand Rhode at Sephora has finally been announced.
The beauty retail giant, in a post on Instagram, announced the brand will be arriving in stores and online Sept. 4. Consumers can expect the brand’s viral products, including peptide lip treatments, glazing milk and pocket blushes to be available at Sephora, according to the preview.
Rhode initially announced its Sephora launch back in May.
“We’re beyond excited to share that Rhode’s collection of curated skincare and hybrid makeup is coming to Sephora this fall,” the brand previously said. “From day one, it’s been our dream to bring efficacious, intentional skincare and beauty essentials to as many people as possible.”
View this post on Instagram
A post shared by Sephora (@sephora)
“We’re so happy to be partnering with Sephora to help us bring the world of Rhode to more people and expand our global community,” the statement added.
Rhode bought by e.l.f.
Rhode’s launch at Sephora comes about three months after the brand was snapped up by e.l.f. Beauty for about $1 billion.
Bieber at the time had said the sale marked “an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.”
Rhode, which launched in 2022, has become hugely popular among Gen Z and millennials. It gained popularity with TikTok viral products such as its peptide lip treatments, glazing milk and pocket blushes. Rhode products were previously only available through its own website or pop-up stores, with sales relying heavily on Bieber’s social media influence.
New Rhode lip tint: Hailey Bieber drops new lip tint, following Justin Bieber’s ‘iconic’ shout-out
Contributing: Reuters
Saman Shafiq is a trending news reporter for USA TODAY. Reach her at sshafiq@gannett.com and follow her on X and Instagram @saman_shafiq7.
This article originally appeared on USA TODAY: When is Hailey Bieber’s Rhode coming to Sephora? Release date, more
