Rhode’s Big Retail Play: The Minimalist Brand Enters Sephora

It started with a phone case and a lip treatment, and now Hailey Bieber’s Rhode is officially going retail — and not just anywhere. The viral skincare brand is joining Sephora this fall, marking its first major retail partnership since launching in 2022.

From Hype to Strategy

Since launching in 2022, Rhode has nailed what many celebrity brands can’t: focus. No cluttered launches. No overdone marketing. Just a clear product vision and an aesthetic that taps directly into the “clean girl” era without screaming for attention. The results? $248 million in earned media value in 2024 alone — a 366% jump year over year. It’s clear Rhode’s not just trending — it’s scaling. And Sephora offers the perfect springboard: credibility, visibility, and access to a beauty-savvy customer base that knows exactly what it wants.

The Real Test: Shelf Presence Without Losing Edge

Going retail isn’t without risk. Rhode now has to exist beyond a curated Instagram feed or a viral TikTok. In Sephora, it’ll share space with established giants, viral newcomers, and price-savvy dupes. The challenge? Keeping its cool. Can the brand maintain its understated aesthetic on a crowded shelf? Can it feel exclusive while becoming more available? These are the questions that will define Rhode’s next chapter. If the brand pulls it off — and keeps its in-store experience aligned with its digital DNA — it won’t just be a hit. It’ll be a playbook on how to transition from cult status to beauty institution.

Why This Matters

This isn’t just about store expansion. It’s about brand maturity. Rhode is no longer a niche name — it’s building infrastructure, eyeing global markets, and, according to industry whispers, preparing for a possible acquisition. Sephora is the next logical move. But it’s also the moment when Rhode has to prove it’s more than just a vibe — it’s a brand built to last. If done right, Rhode won’t lose its edge — it’ll sharpen it.