Sephora UK has confirmed the date that Hailey Bieber’s beauty brand Rhode will be available to buy via its website and stores.
The debut of the model’s D2C beauty brand into the UK – its third physical retail market – has been highly anticipated, with Sephora UK teasing the launch for some time.
Sephora will be offering Rhode products both online and in-store from 10 November for those living in the UK.
"We are thrilled to welcome Rhode to Sephora UK as their exclusive retail partner and our latest ‘Only at Sephora’ brand," said Sarah Boyd, MD, Sephora UK.
"We know there are already thousands of UK fans who cannot wait to shop Rhode locally, which is now more accessible than ever online at sephora.co.uk and across our growing number of stores in the region.
"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."
Rhode surpassed US$10m in beauty sales at Sephora US within the first two days of its highly-anticipated launch in the US and Canada in September.
Talking about thw partnership, Bieber, founder, Chief Creative Officer and Head of Innovation of Rhode, and Strategic Advisor to e.l.f. Beauty. said: “My goal since day one has been to bring Rhode to as many people as possible, however they prefer to shop, whether that is online or in-person.
“Sephora, with its global footprint, was the perfect partner to help bring my vision to life.”
Boyd exclusively revealed to Cosmetics Business that she is accelerating her physical retail strategy for Sephora in the UK following ten successful store launches.
The beauty executive is now aiming to have 20 sites in the UK by the end of 2026 – a year earlier than planned – and is also eyeing up potential locations for a possible zone one-based London flagship.
Rhode is now owned by e.l.f. Beauty after the company acquired the brand in a landmark $1bn deal earlier this year.
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