Hailey Bieber’s Rhode Skincare Secures Sephora Retail Deal, Expanding Global Reach

THE WHAT? Hailey Bieber’s skincare brand, Rhode, is set to launch in Sephora stores across the U.S. and Canada this autumn, with a U.K. debut anticipated by the end of 2025.

THE DETAILS Since its inception in 2022, Rhode has operated exclusively through direct-to-consumer channels, building a loyal Gen Z customer base with minimalist, science-driven skincare products such as the Peptide Lip Treatment and Glazing Milk. The new retail partnership with Sephora marks Rhode’s first step into brick-and-mortar, broadening accessibility and visibility. The move also coincides with reports that Bieber is exploring a potential sale of the brand, seeking a valuation of around US$1 billion.

THE WHY?  The Sephora expansion reflects Rhode’s strategic pivot to scale operations and capture a broader share of the competitive beauty market. With physical retail remaining crucial to discovery and sampling in personal care, the partnership is expected to significantly boost brand exposure. The timing also supports Rhode’s reported ambitions for acquisition, with retail distribution likely to enhance its market positioning and appeal to potential investors.

Source: The Business of Fashion

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