Rhode, the skincare brand founded by model and entrepreneur Hailey Bieber, is making its long-anticipated move into retail through a partnership with Sephora. Known for its glossy, minimalist branding and top-selling Peptide Lip Treatments, Rhode will arrive in Sephora stores across the United States and Canada this fall, with a UK debut expected by late 2025. The expansion marks the brand’s first permanent presence in physical retail after operating exclusively online since its 2022 debut.
SKINCARE
Until now, Rhode’s popularity has relied heavily on Bieber’s influence and the brand’s tight product curation. Limited product drops, buzzy pop-ups, and constant demand have given the brand an exclusive edge. But this new partnership with Sephora, one of the largest global beauty retailers, signals a clear step toward scalability. “We’re beyond excited to share that Rhode’s collection of curated skincare and hybrid make-up is coming to Sephora this fall,” the brand shared via Instagram, confirming the shift into stores.
The announcement also comes amid increased speculation about Rhode’s long-term strategy. In April, reports surfaced that Bieber had enlisted JPMorgan Chase and Moelis & Company to explore a possible sale of the brand, with a rumored valuation of $1 billion. A foothold in Sephora could significantly bolster Rhode’s retail credibility and valuation, especially as the brand positions itself among Gen-Z beauty powerhouses like Rare Beauty and Glossier.
Rhode’s move to Sephora not only brings greater accessibility to its loyal customer base but also signals the brand’s maturity. Since launching, it has cultivated a clean, focused image, centering on skin-nourishing formulas like the Glazing Milk toner and a tight edit of essentials that promise a “glazed” aesthetic.
While no specific launch date has been confirmed, Sephora and Rhode have both confirmed the rollout will begin in fall 2025. For now, the brand’s online store remains its primary platform, with UK customers continuing to shop through the U.S. site. The move into Sephora’s shelves is expected to dramatically expand reach, especially for customers who prefer to sample or shop in person.
As Rhode enters its next phase, the partnership with Sephora feels like a natural extension of Bieber’s original vision: aspirational, efficient, and accessible.
