Get your wallets ready, beauty girls. Hailey Bieber has just made everyone’s dreams come true: as of Thursday, Sept. 4, Rhode is now available at Sephora in the US and Canada. Fans have been clamoring for this moment since the model launched her brand in 2022, especially since most of its limited-edition drops sell out immediately. Now, mere months after e.l.f. Beauty purchased Bieber’s brand in a billion-dollar deal , Rhode is officially expanding into retail.

To celebrate the partnership, Sephora and Rhode mounted several activations in New York, which Bieber attended. Predictably, she turned the city’s streets into her own personal runway, changing several times in a span of a day . And her looks? All CEO-worthy, of course, with her signature risqué flavor.

Hailey’s Corp Sleaze

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