Rhode to Expand into Sephora

According to Puck, Rhode is set to launch in Sephora stores later this year, with a deal rumoured to be finalised. This expansion marks a significant milestone for Hailey Bieber’s skincare brand, which has quickly risen in prominence since its direct-to-consumer debut in 2022.

Rhode has gained widespread recognition for its minimalist, science-backed formulations, resonating with consumers looking for effective yet accessible skincare. While the brand has built a loyal following through its DTC model, its arrival at Sephora signifies a major step into traditional retail, providing increased visibility and accessibility.

As Puck reports, “Never before has a celebrity-owned D.T.C. beauty company cracked the marketing code quite like Hailey Bieber's Rhode.” This sentiment reflects the brand’s rapid success, bolstered by its viral product launches and dedicated customer base.

Industry sources suggest that this move will position Rhode alongside established prestige skincare brands, expanding its audience beyond social media-driven sales. The Sephora deal is expected to introduce Rhode’s signature products, such as the Peptide Glazing Fluid and Barrier Restore Cream, to a broader market, reinforcing its reputation as a skincare disruptor.

With this retail expansion, Rhode follows in the footsteps of other celebrity-led beauty brands that have transitioned from direct-to-consumer models to global retail platforms. This shift highlights the growing strength of Rhode’s product credibility and consumer demand, setting it apart as a serious player in the beauty industry.

The Rhode x Sephora partnership is expected to roll out later in 2024, with further details to be announced.