Hailey Bieber’s skincare line, Rhode, is officially heading to UK Sephora stores in late 2025, marking a major moment for the brand. Previously a direct-to-consumer favorite, the Rhode UK launch brings its minimalist aesthetic and viral formulas to beauty shelves across the country.
This expansion aligns perfectly with Gen Z’s demand for clean branding, accessible pricing, and products that deliver real results.
✨ Rhode UK Launch: What Gen Z Wants
Since launching in 2022, Rhode has become a Gen Z darling. Its standout products, like the Peptide Lip Treatment and Glazing Milk, have helped define the “glazed skin” trend.
Rhode’s marketing is also a big part of its appeal: clean visuals, strong social presence, and a founder with massive online influence. According to Intersect Magazine, 86% of Gen Z consumers say Rhode’s brand identity is what initially attracted them.
🛍️ Sephora and the Power of Physical Retail
With Sephora planning 20 new UK locations, the Rhode UK launch puts the brand directly in front of new audiences. Unlike online shopping, in-store availability gives customers the chance to swatch, test, and engage.
The Rhode UK launch is more than a retail move — it’s a strategic expansion into one of the most beauty-savvy markets in the world. By syncing with Gen Z preferences and teaming up with Sephora, Rhode is positioned for long-term success in the global skincare game.