A month after its $1 billion acquisition by E.l.f. Beauty, Hailey Bieber’s skincare brand Rhode is heading to Sephora. Beginning September 4, the 3-year-old brand will be carried by all of the retailer’s freestanding stores in the U.S. and Canada as well as on its website. 

Rhode’s first permanent entry into brick-and-mortar comes on the heels of its explosive growth. The company doubled its consumer base over the past year, driving a total of $212 million in net sales in the 12 months that ended March 31.

Rhode has had particular success on TikTok Shop, where it’s sold more than 112,000 units of its hero products, including pocket blushes, lip tints, and a curated edit of skincare items designed to achieve what Bieber frequently describes as a “glazed donut” look (moisturized and ultra-glossy). Sales were helped, in part, by Bieber’s social presence. She has 55 million Instagram followers and more than 16 million followers on TikTok. 

Though some newer celebrity brands have

© Fast Company