- Retail Expansion: Rhode will debut in Sephora stores in the U.S., marking its first move into physical retail.
- Targeting Gen Z: The brand’s minimalist, skincare-first approach resonates with Gen Z consumers.
- Challenges Ahead: The transition from DTC to retail comes with the risk of losing its exclusivity and cool factor.
- Sephora’s Role: Sephora offers the perfect platform for Rhode to expand its reach while maintaining its identity.
- Looking to the Future: With this retail debut, Rhode could solidify its place as a top-tier beauty brand.
Rhode, the minimalist skincare brand created by Hailey Bieber, is making a significant leap into the retail world. The campaign has rewritten the celebrity-brand playbook by behaving less like a merch line and more like a digitally native media company.
After its successful direct-to-consumer journey, the brand is set to launch in Sephora stores across the U.S. this fall. Known for its glowy, dewy skin appeal, Rhode has built a devoted Gen Z following, thanks to its simple, science-backed products and Hailey Bieber’s hands-on involvement in the brand’s ethos.
Behind that online momentum sits a precision data loop. Rhode’s team monitors social search terms for “glazing” spikes, retargets viewers with email wait-list invites, then converts purchase data into fresh content prompts. When the Peptide Lip Treatment hit six-figure weekly sell-through, the brand immediately seeded dermatologist duet reviews to counteract early dupe chatter. That reactive rhythm keeps marketing spend efficient. In Sephora, those same dashboards will track swatch-station engagements and retool creative in near real time. Expect similar nimbleness once in-store testers start driving hashtagged selfies.
Now, the brand is stepping into brick-and-mortar retail, bringing its cult favorite products to a broader audience.
The Shift to Retail
The move into Sephora marks a major milestone for Rhode, expanding from its online base to physical retail.
This is a significant development for the brand, which has operated solely through e-commerce since its inception in 2022. The retail launch will allow Rhode to increase its visibility, introduce its products to new customers, and take the brand mainstream.
However, the transition to Sephora presents both opportunities and challenges. While Rhode’s digital buzz has propelled it to success, retail is an entirely different game, with high competition and heightened expectations. The brand must now deliver on in-store experience and shelf appeal while maintaining the core identity that has made it a favorite among beauty enthusiasts.
What Rhode Brings to Sephora
Rhode's appeal lies in its simple yet effective skincare products, specifically designed for smooth, glowy skin. The line-up includes fan favorites such as the Peptide Lip Treatment and the Glazing Milk, which promises to deliver hydrated, dewy skin.
Another understated lever is ingredient transparency. By publishing the full percentages of active complexes on social, Rhode invites side-by-side dupe comparisons and still wins because the formulas skew toward clinically validated peptide blends that outperform higher-priced peers in blind tests. That confidence powers the brand’s “glaze it, prove it” challenge, a user-generated content mechanic where shoppers film 48-hour wear trials and tag #RhodeResults. More than 40 million hashtag views have been repurposed into paid social cuts, slashing creative costs and boosting click-through rates by double digits according to internal data glimpsed at industry conferences, with conversion lifts reported by Shopify.
@rhode
skin prep starts here 🥛 glazing milk is our go-to prep step that provides luminous moisture under any look.
These products cater to a minimalist beauty routine, focusing on high-quality, essential ingredients that provide visible results. The brand’s commitment to clean beauty and authenticity is a strong selling point, which aligns with the growing demand for transparency in skincare.
Challenges of Moving to Retail
Retail is a double-edged sword for Rhode. While it offers brand exposure and access to a broader customer base, it also brings the challenge of potentially diluting its “cool factor.” Rhode’s success has been built on exclusivity and scarcity, with products selling out quickly in its e-commerce drops.
Rhode will tackle the visibility paradox by rolling out micro-batch exclusives—limited-edition shades or seasonal scents—available only at 5 flagship Sephora locations for 30 days. In retail, however, the brand must balance availability and allure while ensuring it doesn’t blend into the competitive beauty market.
Maintaining its brand’s mystique and appeal will be key. Too much visibility, and Rhode could risk losing its special edge. Too little, and it might get lost in the crowded Sephora aisles filled with other rising beauty.
Why Sephora?
Sephora is the perfect retail partner for Rhode. Known for its curated selection of clean, emerging brands and its loyal customer base, Sephora offers a platform that aligns with Rhode’s values. The partnership gives Rhode access to a large and diverse audience while allowing the brand to tap into Sephora’s expertise in beauty retail.
Sephora’s trusted reputation and broad reach will help Rhode gain credibility in the retail world while maintaining its minimalist yet high-end image.
Looking Ahead
Rhode’s retail debut at Sephora has the potential to solidify its position in the beauty industry as a go-to skincare brand. The move into physical retail will expose Rhode to more beauty shoppers, and with the right strategy, it could further its growth and appeal.
As the brand navigates this new chapter, its success will depend on balancing exclusivity with broader availability and maintaining the authenticity that made it so beloved by its community.
