Rhode brings its billion-dollar beauty empire to UK high street with Sephora

Hailey Bieber’s billion-dollar beauty brand, Rhode, is finally landing on the UK high street in partnership with Sephora. Marking the brand’s first permanent in-person retail presence outside of the US, Rhode will be available online and in-store from 10 November.

Rhode’s arrival follows a record-breaking debut with Sephora in the US earlier this year, where the brand’s signature 'glazed skin' aesthetic translated into staggering sales. Rhode pulled in over $10 million (£7.5 million) in its first two days at Sephora and quickly became the retailer’s largest brand launch in history. Its cult products, including the Peptide Lip Treatment and Barrier Restore Cream, reportedly sold three units per second at the peak of the frenzy.

For Bieber, this next step feels inevitable: "My goal since day one has been to bring Rhode to as many people as possible, however they prefer to shop, whether that’s online or in-person. Sephora, with its global footprint, was the perfect partner to help bring my vision to life.

Since its 2022 launch, Rhode has been a direct-to-consumer success story. "The first three years of the business have been hyper-focused on building a robust DTC channel and relationship with customers," Rhode co-founder and President Lauren Ratner told WWD. But while that direct link has cemented Rhode’s loyal following, retail has always been part of the long-term vision.

Pop-ups in Canada and the UK and Spain, including a four-day activation on London's Motcomb Street last year, proved there is a global appetite for Rhode. In London alone, queues snaked around the block as fans waited in line. "There’s a global appetite for the brand," Ratner added. "We needed a retail partner with that same global presence, and we knew our customer was already at Sephora."

Sephora UK’s Managing Director, Sarah Boyd, added: "We’re thrilled to welcome Rhode to Sephora UK as their exclusive retail partner and our latest ‘Only at Sephora’ brand. We know there are already thousands of UK fans who can’t wait to shop Rhode locally, which is now more accessible than ever online at sephora.co.uk and across our growing number of stores in the region.

"This partnership marks another exciting step in Sephora’s journey in this market, as we continue to offer a unique point of view of beauty with our extensive, yet curated range of highly sought-after beauty brands."

The product lineup will include its hero skincare products, with Rhode marking the occasion by launching its holiday gift set on the same day.

This expansion comes just months after Rhode was acquired by E.l.f. Beauty for $1 billion, a move that sent shockwaves through the industry. The landmark deal comprised of $800 million in cash and stock, with a further $200 million in potential earnouts. It also underscores E.l.f. Beauty’s ambition to grow its prestige portfolio, which already includes Naturium and Keys Soulcare, while keeping Rhode’s DNA - glossy, clean, clinically backed - intact.

With Hailey Bieber remaining as Chief Creative Officer and Head of Innovation, backed by E.l.f.’s resources and retail muscle, Rhode’s mission to bring the ‘glazed’ lifestyle global looks firmly on track.