One week on from its debut in Sephora UK, Hailey Bieber’s Rhode has secured the top spot as the retailer’s number one brand.
The e.l.f. beauty-owned brand landed on British soil on 10 November, following a highly-anticipated launch and record-breaking success in US stores.
Rhode’s Pocket Blush has been the brand's top selling sku in the first week.
Prior to the Sephora UK launch, the brand was only available to purchase from its D2C site, marking a milestone in the brand’s expansion journey.
The brand’s launch into Sephora UK saw activations across the UK, kickstarted with the ‘Rhode Taxi Rank’ in London, England.
In-store shoppers queuing to be the first to get their hands on the brand were given Rhode water bottles and product samples as they waited to make their purchases.
The launch is also supported by a nationwide out-of-home (OOH) takeover in London, Liverpool and Manchester.
“Rhode embodies the kind of innovation and consumer connection that we look for in our
Partners, making it a natural complement to our portfolio of best-in-class brands,” said Sephora’s Global Chief Merchandising Officer, Priya Venkatesh.
“We are thrilled to bring Rhode to our UK beauty fans, following the record debut of the brand in Sephora US and Canada.”
“This partnership marks another exciting step in Sephora’s journey in this market, as we continue to offer a unique point of view of beauty with our extensive, yet curated range of highly sought after beauty brands,” added Sarah Boyd, Managing Director of Sephora UK.
Rhode’s UK launch follows a US$10m debut across Sephora’s US and Canada stores, where the brand accounted for 40% of Sephora’s sales on its launch day.
Sephora began its UK expansion in October 2022, and now has stores in multiple city locations across the UK – including London, Manchester, Newcastle, Liverpool and, most recently, Cardiff, Wales – with plans to hit 20 stores by the end of 2026.