Hailey Bieber’s billion-dollar beauty brand, Rhode, has officially landed on British shores with an exclusive partnership at Sephora UK. This marks Rhode’s first permanent in-person retail presence outside the U.S., a significant milestone for the cult-favourite “glazed skin” brand. Until now, British fans had to order Rhode products from the U.S. website, but as of November 10, they can shop the line locally both online and in Sephora’s UK stores‍.

“My goal since day one has been to bring Rhode to as many people as possible, however they prefer to shop, whether that’s online or in person. Sephora, with its global footprint, was the perfect partner to help bring my vision to life,” Bieber said of the tie-up. Sephora UK is positioning Rhode as its latest “Only at Sephora” exclusive, with Managing Director Sarah Boyd noting the retailer is “thrilled to welcome Rhode” and that thousands of UK fans have been eagerly awaiting this launch.

The initial product lineup includes Rhode’s bestselling Peptide Lip Treatment, Barrier Restore Cream, Peptide Glazing Fluid, and Glazing Milk Essence. A holiday gift set also launched alongside the core range. This comes after Rhode’s record-breaking launch at Sephora US earlier this year, where the brand pulled in over $10 million in just two days.

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To celebrate the launch, Rhode ran a three-day experiential activation. A fleet of iconic London taxis were rebranded in Rhode’s signature grey and parked at 237 Westbourne Grove. These cabs doubled as mobile mini-spas where visitors could try Rhode products and film social media content. Guests received a grey cab “receipt” redeemable for a free mini Glazing Milk sample with a Sephora purchase.

Each cab featured a ring light and camera setup for selfie-ready content. Despite rainy weather, queues formed throughout the weekend. Rhode kept the experience accessible with first-come, first-served entry and capacity updates posted live via social media.

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Hailey Bieber appeared in London to personally launch the UK rollout. On November 10, she visited the Westbourne Grove pop-up before hosting an exclusive influencer and press dinner at Carbone in Mayfair. Guests included British beauty editors, influencers, and industry figures such as Jessica Diner and Rochelle Humes. The dinner was styled in Rhode’s clean, minimal branding, with grey accents and candlelit tables.

Bieber mingled with guests and spoke about the brand’s journey, marking a glamorous end to launch day. The event reinforced Rhode’s reputation for bridging celebrity appeal with beauty industry credibility.

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Rhode’s UK debut is part of a broader international strategy. The brand was recently acquired by e.l.f. Beauty in a $1 billion deal and is now poised for global expansion. Lauren Ratner, Rhode’s co-founder and president, emphasised Sephora’s role in helping scale the brand internationally. More global rollouts may follow as Rhode builds on its retail momentum.

Bieber’s London appearance, paired with a strong experiential and digital push, signals Rhode’s ability to translate social hype into retail performance abroad. With UK fans now glazed, Rhode’s international chapter has begun.