Rhode, the skincare brand founded by Hailey Bieber in 2022, has announced its upcoming debut in Sephora stores across the U.S. and Canada this fall. This marks the brand’s first foray into physical retail.
Rhode has primarily operated through a direct-to-consumer (DTC) model via its own e-commerce platform, gaining strong support, particularly among Gen Z consumers, for its simple yet effective products such as the Peptide Lip Treatment and Glazing Milk. The partnership with Sephora marks a significant step forward in expanding the brand’s accessibility and visibility.
On its official Instagram account, the brand stated: “From day one, it’s been our dream to bring efficacious, intentional skincare and beauty essentials to as many people as possible. we’re so happy to be partnering with Sephora to help us bring the world of rhode to more people and expand our global community.”
View this post on Instagram
While an official launch date has yet to be announced, the rollout is expected to begin in fall 2025 in the U.S. and Canada, followed by a U.K. launch at the end of the same year.
This move into Sephora underscores the ongoing importance of in-store experiences in product discovery and sampling within the beauty industry. Expanding into retail also has the potential to increase Rhode’s market valuation significantly.
Moreover, according to several reports, Bieber is exploring a potential brand sale, with a target valuation of approximately $1 billion. The partnership with Sephora is seen as a strategic move that could enhance the brand’s appeal to potential investors.
Rhode has grown steadily by resonating with the aesthetic values of Gen Z consumers through both its product line and brand vision. Its continued global expansion is likely to define the next chapter in the brand’s evolution.
Copyright © 2025 Oui Speak Fashion. All rights reserved.
