Rhode, Hailey Bieber's beauty brand, is poised to enter retail through a partnership with Sephora, marking a crucial shift from its successful direct-to-consumer model. Launched in 2022, Rhode quickly gained popularity through innovative marketing and product launches, prompting high demand and significant earned media value. While this move into retail is expected to foster growth, experts suggest it carries risks as the brand attempts to sustain its cult status and identity built outside conventional retail channels.
This transition [to retail] marks a shift from cult DTC brand to global beauty player. It [Rhode] is maturing from celebrity-focused to brand-first.
Hailey Bieber's cult beauty brand Rhode announced its long-anticipated move into retail. The brand will debut in US Sephora stores and online this autumn.
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