Rhode will launch in Sephora stores across the U.S. this fall, marking a pivotal step in Hailey Bieber’s transition from direct-to-consumer cult brand to mainstream beauty player. This rollout includes in-store and online availability, with Canada and the U.K. to follow, and positions Sephora as Rhode’s exclusive retail partner.
Founded in 2022, Rhode skyrocketed through savvy social marketing, limited-edition product drops, and Bieber’s personal influence. The brand generated $248 million in earned media value in 2024 and built massive waitlists for products like its 'Peptide Lip Tints.' Now, the Sephora partnership offers more expansive access to consumers beyond Bieber’s digital following.
Experts say the move is both a validation of Rhode’s brand power and a test of its staying power in a competitive retail environment. Success could attract new investment or acquisition offers, while missteps could dilute Rhode’s identity. For Sephora, onboarding a buzzy, Gen Z–loved brand like Rhode may help the retailer regain cultural edge in a fast-evolving beauty landscape.
Image Credit: Rhode
What's Driving This Trend
- Beauty Brand Retail Expansion
- The strategic shift from direct-to-consumer to in-store partnerships allows beauty brands to reach broader demographics and elevate brand visibility.
- Celebrity-driven Beauty Brands
- Celebrity endorsements and ownership are increasingly central to the marketing strategy of beauty brands, driving significant media value and customer interest.
- Exclusive Retail Partnerships
- Collaboration between established retailers and emerging brands offers a mutually beneficial strategy to capture niche market segments and drive consumer engagement.
Who This Affects Most
- Cosmetics and Personal Care
- The vibrant growth of this industry is fueled by innovative brand strategies blending digital influence and traditional retail channels.
- Retail and E-commerce
- The seamless integration of in-store experiences with online accessibility reflects a modern approach to consumer engagement and sales maximization.
- Influencer Marketing
- Evolving strategies utilize celebrity power and social influence to shape consumer perceptions and increase brand credibility in competitive markets.
