Rhode is coming to Sephora

The news has already excited fans of  Hailey Bieber and glazed donut skin: Rhode will soon be available at Sephora. The announcement came directly from the brand’s and the LVMH-owned beauty giant’s Instagram accounts, with both declaring their excitement for the new partnership: “We’re thrilled to announce that Rhode’s collection of skincare and hybrid makeup products will arrive at Sephora this fall,” the caption reads. “Since day one, our dream has been to offer effective and essential skincare and beauty products to as many people as possible. We’re excited to partner with Sephora to introduce more people to the world of Rhode and expand our global community.”

Rhode: from viral launch to cult brand

Launched in June 2022 with just three products (Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment), Hailey Bieber’s skincare brand quickly became a viral phenomenon, selling directly to consumers and building a loyal global following. The secret to this success lies in several factors, including the founder’s popularity, her ability to update the Clean Girl Aesthetic, and most importantly, her skill in creating and capitalizing on new micro-trends. Not to mention a clever neuromarketing strategy that appeals to the senses with food references in every launch, like the limited edition vanilla-flavored peptide lip treatment, inspired by Bieber’s wedding cake. Other elements that have made Rhode a go-to brand for Gen Z and beauty lovers? Minimalist packaging and simple yet potent skincare formulas.

From online to physical stores: the new growth phase

So far, anyone wanting to try the Pocket Blush, Barrier Butter, and other Rhode products could only buy them through the official website or via rare pop-up stores (always with long lines). The move to physical retail locations will expand the brand’s global community and meet growing consumer demand. Some industry experts interpret the Sephora partnership as a strategic move to strengthen Rhode’s position ahead of a potential company sale. Reportedly, Bieber has approached investment bankers from JPMorgan Chase and Moelis to find potential buyers, and if completed, the deal could exceed $1 billion.

Rhode in store: what to expect and when

Although there’s no official launch date yet, Bieber gave a general timeline, telling followers that the Peptide Lip Treatments, Glazing Milk toner, and other Rhode cult favorites will arrive in Sephora stores across the United States and Canada this fall. The UK launch is scheduled for late 2025. Who knows if and when we’ll see Rhode products at Sephora Italy as well.