Rhode Skin, the viral skincare line founded by Hailey Bieber, is hitting a new milestone with a dramatic global expansion, planning a country rollout through permanent retail installations in Sephora beginning in late 2025 and accelerating through 2026. This strategic move marks Rhode’s evolution from DTC darling and TikTok phenomenon to one of beauty’s most-watched brick-and-mortar success stories.
From Digital Sensation to Prestige Retail Power
Meteoric from its launch, Rhode built a cult following through minimalist skincare essentials, social-first marketing, and Hailey Bieber’s slick digital storytelling. Now, the brand has achieved what few celebrity and indie beauty ventures manage. Rhode, a brand built online, has arrived at Sephora after a major acquisition deal.
Kicking off its retail journey on September 4, 2025, Rhode landed simultaneously in all Sephora stores and online across the U.S. and Canada, an event described as the largest single launch in Sephora’s North American history, driving millions of unique searches for Rhode on Sephora’s site and app in the last year alone. In its first week, Rhode generated millions in sales, outpacing launch records set by Rare Beauty and Fenty.
The Global Playbook: 2026-Country Expansion and ELF Backing
Central to Rhode’s next phase is its permanent Sephora rollout, with exclusive launches, viral mainstays like Peptide Lip Treatment and Glazing Milk, and brand-dedicated merchandising in all new markets. The rollout is powered by the $1 billion acquisition of Rhode by e.l.f Beauty (closed in early 2025), ensuring robust supply chain, R&D, and marketing muscle for global distribution.
“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,” said Hailey Rhode Bieber, Founder, Chief Creative Officer and Head of Innovation of rhode and Strategic Advisor to e.l.f. Beauty. “Sephora, with its global footprint, was the perfect partner to help bring my vision to life.”
Retail Strategy: The Sephora Effect
Sarah Boyd, Managing Director of Sephora UK, confirmed: “We are thrilled to welcome Rhode to Sephora UK as their exclusive retail partner and our latest ‘Only at Sephora’ brand.” Rhode debuted on November 10, 2025, both online and in every new Sephora location across the UK—a template now set for Europe, the Middle East, and Asia by end of 2026.
“We’ve been liaising with Hailey Bieber for a while and had our eyes on Rhode since it burst into the industry,” said Priya Venkatesh, Global Chief Merchandising Officer at Sephora.
With the support of ELF, Rhode is poised for category expansion, innovation, and greater accessibility in physical retail for every generation of beauty shoppers. The permanent installations will feature dedicated discovery bays, in-store events, sampling rituals, and integrated loyalty offers.
Viral Launches and Community Power
At launch, Rhode’s first 16 products, including the viral Peptide Lip Treatments, Glazing Milk, and Pocket Blushes, regularly sold out nationally.
Within days, analysts estimated Rhode’s launch accounted for 35% of Sephora’s total skincare sales on opening day, drawing 40% of spend from Ulta, Target, and Rhode’s own DTC site. Insiders credit Hailey Bieber’s transparency, social storytelling, and hands-on launch events (including Sephora TikTok unboxings and influencer takeovers) for redefining what it means to deliver community-led beauty at scale.
Next-Gen Beauty Distribution
Rhode’s expansion playbook is rooted in discipline: minimal SKU proliferation, extraordinary social engagement, and curated, limited-edition drops tied to product innovation. The partnership with Sephora—and ELF’s global infrastructure, promises category expansion, new product innovation, and unrivaled access for Gen Z and millennial shoppers worldwide. Hailey Bieber will continue to play a pivotal role in shaping Rhode’s creative direction and future product launches, serving as both founder and strategic advisor within the e.l.f. portfolio.
