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…
