On May 20, 2025 Hailey Bieber’s Rhode beauty brand announced its long-anticipated debut into retail in Sephora stores across the U.S.
Rhode products will be available in Sephora locations across the U.S. and Canada starting this fall, with a UK launch planned for the end of 2025.
While specific details on the full product range have not been confirmed, key items such as the Peptide Lip Treatment, Glazing Milk toner, and newly launched Peptide Lip Tints and pocket blushes are expected to be featured.
Rhode was founded in June 2022 and quickly gained popularity for its minimalist aesthetic and effective skincare products. The brand has developed a devoted following, particularly for its hero products that emphasize a “glazed” look, which was well received among consumers.
Prior to this retail move, Rhode operated solely online, making this partnership with Sephora a significant step in expanding its reach.
Market Positioning for this partnership
This retail expansion positions Rhode to tap into a broader customer base, moving beyond its online-only origins.
Hailey Bieber’s celebrity status and social media presence have played a crucial role in the brand’s rapid rise and acceptance in the competitive beauty market.
Campaigns such as “glazed doughnut skin,” collaborations with creators like Matilda Djerf, and Claudia Schiffer’s role as bodycare ambassador have enhanced the brand’s relevance. New product launches including; Peptide Lip Tints and the Pineapple Refresh Cleanser, have consistently generated social media excitement, with waitlists reaching over 200,000 for the Lip Phone Case and 400,000 for the tints.
The partnership with Sephora is seen as a strategic move to enhance brand visibility and accessibility, potentially leading to increased sales and market share.
