Overview

• Rhode will be available from Sept. 4 in all freestanding Sephora stores across the U.S. and Canada and on Sephora.com.
• Earlier this year E.l.f. Beauty closed its roughly $1 billion acquisition of the three-year-old brand, giving it access to extensive retail infrastructure.
• Sephora opted for a nationwide launch based on about 2 million unique searches for Rhode on its site, foregoing an initial test phase.
• The brand will bring its signature glossy gray aesthetic to stores with custom gondolas, soft-edged displays and mirror ‘selfie’ moments.
• E.l.f. Beauty will bolster Rhode’s field-sales team and plans to introduce the label to U.K. Sephora locations later this fall.