Sephora unveils new brand partnership Gen Z will love

It started with a phone case. Not a designer one, not a limited edition, not even one that's particularly functional. Just a beige lip gloss holder with Rhode’s barely-there branding —and a waitlist of more than 200,000 people.

I’ll admit it…I had no idea what Rhode even was.

As a millennial who still swears by Glossier and doesn’t speak fluent TikTok, I had completely missed the hype. But clearly, I was the outlier. That was when I realized Hailey Bieber’s skincare brand wasn’t just buzzy. It was a movement.

I’ve seen plenty of celebrity beauty brands launch, trend, and quietly fizzle. Rhode didn’t feel like that. It felt strategic. Viral, yes — but controlled. Hailey wasn’t just selling products.

She was selling a story: minimalism, self-care, and that “glazed doughnut” glow everyone online seems to want.

So I started paying attention. In 2024 alone, Rhode generated an estimated $248 million in earned media value, up 366% year over year, according to CreatorIQ.

Since launching in 2022, Rhode has built a tight-knit, loyal fan base. Drops sell out fast. Hype builds on social. And the brand just “gets” Gen Z without trying too hard.

Now, Rhode is stepping into something bigger.

This fall, the brand will debut in U.S. Sephora stores — its first retail partner — with Canada and the UK to follow.

Which raises the question: Can Rhode keep its cool when it goes mainstream?

This viral phone case helped Rhode make the leap from direct-to-consumer to Sephora.

Image source: Jeremy Moeller/Getty Images

Rhode makes its retail debut at Sephora

Getting into Sephora is a major milestone. It’s the beauty world’s version of making it to the big leagues.

Until now, Rhode has owned the direct-to-consumer game, thriving on limited drops, social buzz, and scarcity.

But retail is a different beast. It’s structured. It’s physical. It’s filled with legacy brands and TikTok breakouts fighting for the same limited shelf space.

And Sephora isn’t exactly hurting for buzzy brands. What makes Rhode’s entrance interesting is that it’s both late and perfectly timed.

With budgets tightening and dupe culture thriving, every brand has to prove its place.

Sephora shoppers aren’t just buying into a product — they’re buying into a brand identity. Rhode’s challenge will be making sure that identity translates from screen to shelf.

It means nailing the in-store look and feel while staying selective enough to keep the brand’s mystique. If Rhode gets it wrong, the brand risks losing what made it feel special in the first place.

Will Sephora retail help or hurt Rhode’s edge?

Let’s be real — this move is about growth.

Sephora gives Rhode access to a broader audience and a stronger retail presence, especially at a time when the brand is reportedly exploring a potential sale.

But retail comes with tradeoffs.

Now Rhode has to work within Sephora’s system, including managing inventory, fitting planograms, and delivering results in-store. That can be tough for brands built on digital buzz.

Too much exposure, and Rhode risks blending in with every other clean-girl brand.

Play it too safe, and it might get lost next to brands with flashier packaging or deeper discounts.

That said, Sephora knows how to nurture a rising star. If the two brands treat this like a true partnership, with Rhode delivering standout in-store moments and Sephora giving it space to shine, it could become a case study in how to scale without selling out.

But if it flops? It could be a hard lesson in how quickly cool can fade.