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Rhode, the minimalist skincare brand founded by model and influencer Hailey Bieber, is expanding into brick-and-mortar locations through a partnership with Sephora, the beauty retailer confirmed Tuesday.
The brand, best known for its cult-favourite Peptide Lip Treatments and Glazing Milk toner, will arrive in Sephora stores across the US and Canada this autumn. A UK launch is expected in late 2025. Until now, Rhode has operated exclusively as a direct-to-consumer label, leveraging Bieber’s celebrity status and social media influence to build a loyal Gen-Z customer base.
“From day one, it’s been our dream to bring efficacious, intentional skincare and beauty essentials to as many people as possible,” read a caption on Rhode’s Instagram announcing the move.
The shift into physical retail comes amid speculation around the company’s next phase of growth. In April, Reuters reported that Bieber had engaged JPMorgan Chase and Moelis & Company to explore a sale of the business, targeting a valuation of approximately $1 billion.
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A presence in Sephora could strengthen Rhode’s position as an acquisition target.
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