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 so excited to welcome the world of Rhode to Sephora UK,” said Sephora UK in an Instagram post on 21 October.
“On the heels of its successful NA [North America] launch, Rhode is coming to the UK, online and in-store, on the 10 November.”
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.
Sephora UK MD Sarah 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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