Launched in 2022 in the United States, a young skincare brand has had a spectacular start. Upon its arrival at Sephora in North America, it generated more than $10 million in sales in just two days. On the day of its launch, it even represented nearly 40% of the brand’s beauty sales.
Since the announcement of its arrival in Europe in September 2026, enthusiasm has also been growing in France. On social networks, anticipation videos and wish lists are already multiplying.
Rhode, Hailey Bieber’s brand
Behind this success, we find Rhode, the skincare brand launched by Hailey Bieber. Its concept is simple: offer a few products, but well thought out, with effective formulas.
This positioning quickly won over. In May 2025, the elf Beauty group announced its potential buyout for up to $1 billion. In just a few years, Rhode has gone from celebrity brand status to an essential phenomenon in the world of beauty.
A highly anticipated arrival in France
Rhode will be available in France from September 2026, both online and in the majority of Sephora stores.
Until now, French customers had to order products abroad, with high costs and sometimes long delays. This official arrival will change the situation: it will now be possible to test textures in store, choose shades on site and take advantage of loyalty programs.
But be careful: given the success in North America, stock shortages are already to be expected.
A brand supported by social networks
If Rhode attracts so much attention, it is also thanks to his massive presence on TikTok and Instagram. The brand is part of the “skinimalism” trend: a short routine, with few products, for a natural and luminous result.
At the heart of this craze, we find the famous “glazed skin”, this smooth and shiny complexion popularized by Hailey Bieber. Some products have already gone viral, like:
- A moisturizing milk to boost the radiance of the skin;
- An easy-to-apply stick blush;
- A lip treatment halfway between balm and gloss.
Tutorial videos, before/afters and restocking announcements constantly maintain public interest. With a deliberately limited range, each launch becomes an event.
A success that shakes up the market
Rhode’s performance impresses. When it launched at Sephora in the United States and Canada, the brand exceeded $10 million in sales in two days.
With only around fifteen products, it already competes with well-established brands. This rapid success illustrates a new way of doing beauty: a strategy very focused on social networks, capable of transforming enthusiasm into concrete sales.
Its arrival in France could well confirm this trend and redistribute the cards on the cosmetics market.