Hailey Bieber and Lauren Ratner are embarking on an exciting new chapter for their beauty brand, Rhode, as they expand beyond North America into the U.K. This pivotal move will see Rhode launch at Sephora on November 10, a noteworthy addition to their international strategy. The brand found phenomenal success during its summer debut across North American Sephora stores, achieving unprecedented sales records. Encouraged by these results, Rhode now looks forward to replicating this momentum in the U.K., where early indicators show a robust interest, highlighted by an impressive number of customer sign-ups for the launch.
In an exclusive interview, Bieber expressed her excitement about bringing Rhode to a wider audience. The physical presence at Sephora allows customers to engage with the brand directly, enhancing the overall experience that Rhode has cultivated online. With the U.S. launch exceeding all expectations, the team is keen to replicate this success as their partnership with Sephora continues to evolve. Priya Venkatesh, Sephora’s global chief merchandising officer, emphasized the anticipation surrounding Rhode’s U.K. launch, believing it will significantly boost Sephora’s reputation as a premier destination for innovative beauty products.
Rhode’s venture into brick-and-mortar retail is a significant leap that aligns with their mission to build deep connections with customers. Ratner, serving as co-founder and president, highlighted that their initial three years were focused on a direct-to-consumer model. Successful pop-up events held in various locations, including London and Spain, showcased the brand’s appeal and provided a glimpse into the potential for retail growth. Identifying the U.K. as an essential market for their brand, Ratner expressed personal enthusiasm for this launch, as London holds special significance for her.
Rhode’s direct-to-consumer foundation has proven its global demand, and the transition to physical retail is seen as an opportunity for the brand to broaden its reach. Sarah Boyd, managing director of Sephora U.K., noted that customers now seek immediate access to trending products rather than waiting for their arrival from abroad. The U.K. launch follows Rhode’s record-setting introduction in North America, where the brand garnered over 2 million searches and achieved more than $10 million in sales within its first two days. These figures surpassed previous benchmarks and positioned Rhode as a strong contender in the beauty retail landscape.
As Rhode gears up for the U.K. launch, maintaining the integrity and visual identity of the brand remains a priority for Bieber and Ratner. The design of Rhode’s gondola at Sephora embodies the brand’s aesthetic, creating an immersive customer experience reminiscent of successful pop-up activations. Ratner explained that they aim to recreate the engaging environments that have resonated well with customers. Further, to celebrate this retail partnership, Rhode will also introduce a limited-edition Peptide Lip line alongside holiday product sets, ensuring a warm welcome for new customers.
Looking to the future, Bieber remains committed to innovation and accessibility in Rhode’s product offerings. The brand’s goal is to provide high-quality, effective products at reasonable prices, distancing itself from the trend of exorbitant pricing in the beauty industry. As Rhode continues to grow under the umbrella of E.l.f. Beauty, Bieber’s role as chief creative officer ensures that her vision remains intact. Reflecting on Rhode’s journey, she acknowledges both the challenges and achievements, emphasizing an unwavering belief in the possibilities ahead while fostering a community where creativity and connection thrive. This journey, fueled by ambition and passion, signifies the brand’s aspiration to influence the beauty world in ways yet to be realized.