Rhode Skin Accelerates International Retail Expansion With Sephora Rollout

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…