Rhode Skincare Coming to Sephora UK: Hailey Bieber’s Viral Brand Expands Retail Presence
Hailey Bieber’s coveted skincare brand Rhode is officially expanding its retail footprint, with Sephora UK set to become the first major retailer to stock the viral beauty line. This groundbreaking partnership marks a significant shift from Rhode’s previous direct-to-consumer approach, potentially allowing UK customers to experience the products in-person for the first time.
If you’ve scrolled through social media in the past two years, you’ve undoubtedly encountered Rhode’s minimalist packaging and “glazed donut” aesthetic that has captured the attention of beauty enthusiasts worldwide. Since its 2022 launch, Rhode has achieved remarkable success through its digital-first strategy, with Bieber’s celebrity status, strategic positioning, and understanding of Gen-Z consumer preferences fueling its meteoric rise.
From Digital-Only to Retail Giant
The announcement came via Sephora’s Instagram, where thousands of excited fans learned that Rhode’s highly sought-after products would soon be available through established retail channels. Until now, UK consumers could only purchase Rhode items through the brand’s US website with international shipping or by visiting temporary pop-up shops—one such London installation last year generated daily queues that wrapped around city blocks.
This scarcity has only heightened consumer demand, with limited product drops consistently selling out within minutes. The move to partner with Sephora represents Rhode’s first significant retail distribution agreement, potentially transforming how customers interact with the brand.
UK Launch Timeline and Availability
According to Sephora’s announcement, Rhode products will debut in US and Canadian Sephora locations this autumn, with UK availability following “later this year.” While specific details about whether products will be available in physical Sephora UK stores remain unconfirmed, the partnership aligns perfectly with Sephora’s aggressive UK expansion strategy since its 2022 return to the British market.
Rhode’s team shared their enthusiasm in a statement: “We’re beyond excited to share that Rhode’s collection of curated skincare and hybrid make-up is coming to Sephora this fall. 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.”
What This Means for UK Customers
For British fans of the brand who have previously navigated international shipping and customs fees, this partnership promises more convenient access to Rhode’s popular product lineup. The potential for in-store sampling would mark a first for UK consumers who have thus far been limited to online purchases without the ability to test products before buying.
The collaboration between Sephora and Rhode represents a natural alignment of two brands experiencing significant momentum in the beauty space. Sephora has rapidly expanded its UK presence since returning to the market, opening multiple physical locations throughout 2023 and 2024.
Additional details about the Sephora UK launch, including specific store availability and whether the full Rhode product range will be offered, are expected in the coming months. We have contacted Sephora for more information and will update as further details become available.