Hailey Bieber Dropped Back-to-Back Peek-a-Boo Style Moments in One Morning

The supermodel and entrepreneur celebrated Rhode’s Sephora debut with fashion-forward ’fits, and a subtle flash.

Hailey Bieber / Michael Buckner/Getty Images

Hailey Bieber woke up and chose a double fashion serve—and we’re not talking about the U.S. Open, though that’s turning heads this week, too.

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On the morning of Sept. 4, the Rhode founder paraded around New York City to mark a major milestone for her skincare brand: its official debut on Sephora shelves across the U.S. and Canada. But this wasn’t just any press day; it was a full-on fashion moment, complete with two jaw-dropping outfits and one common thread: the perfect peek-a-boo detail.

Hailey Bieber / Aeon/Getty Images

Styled by longtime collaborator Dani Michelle, Bieber began the morning in Times Square, where she did interviews and posed for the paps, surrounded by digital billboards celebrating Rhode’s Sephora arrival.

Her first look was a chic neutral pairing: a tailored beige blazer with strong shoulders and straight-leg black leather pants. But the blazer’s deep plunge revealed a sultry surprise—an exposed black lace bralette peeking out from underneath. She tied it all together with sleek black sunglasses, a glossy clutch, as well as a perfect slick-back bun and her signature clean girl glam; think dewy skin, brushed-up brows, enhanced freckles and a barely-there blush, likely from her own line.

Hailey Bieber / TheStewartofNY/Getty Images

Just an hour later, Bieber slipped into a softer, more feminine number to unveil the brand in front of Sephora’s Times Square location. This time, she wore a silver-gray satin DKNY set—a plunging loose top that revealed just a flash of her chest, and a matching micro miniskirt that put her long, sculpted legs on full display.

Pointed-toe gray heels and metallic sunglasses finished off the city it girl-coded ensemble. (It’s no coincidence: Bieber also starred in DKNY’s latest fall campaign.)

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In a video shared to Rhode’s official Instagram account, the 28-year-old pulled a rope that dropped a massive curtain to reveal the Sephora storefront glowing with Rhode branding. “The world of rhode is now available @sephora 🤍,” the caption read.

A joint post with Sephora added, “Our collection of curated skincare and hybrid makeup essentials has arrived online and in-store at all Sephora US + Sephora Canada locations. We can’t wait to meet you all 💫”

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The milestone marks a major moment for Rhode, which the mom of one launched in 2022 with a simple mission: to deliver effective, chic and affordable skincare essentials that marry beauty and function. What began with just three core products has quickly evolved into a full lineup of modern staples, including the Glazing Milk, Glazing Mist, Pocket Blush and the viral Peptide Lip Treatment in both sheer and tinted finishes.

Thanks to buzzy influencer marketing, dreamy campaigns and consistent sell-outs, the brand has become a cultural force—and one of the few A-lister-backed labels with true staying power. Rhode’s minimalist aesthetic, paired with Bieber’s personal touch and undeniable influence, has made it a go-to for Gen Z and beauty lovers alike.

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A post shared by Hailey Rhode Bieber (@haileybieber)

So it only makes sense that Sephora—the nation’s leading beauty retailer—is now a home to one of the most in-demand celeb-founded brands on the market. And judging by today’s glow-filled press tour and high-fashion Times Square takeover, Rhode’s glow-up is just beginning.

Shop now at rhodeskin.com or sephora.com.

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