Welcome to Europe, rhode!
This Wednesday, 30th September, Hailey Bieber’s viral skincare and makeup brand landed in more than 500 Sephora stores in 19 countries across Europe.
The “D” Day
As a journalist working her way into the beauty sector, rhode's arrival in Barcelona was the perfect story to cover from the place to be: Sephora's flagship store at El Triangle. I got there just as the doors were opening, and from a distance I could already see a huge crowd outside. If you've ever walked past this store, you'll know the giant slide that competes with the viral products and causes long queues at the exit. For once, it wasn't the slide holding everyone at the door. I braced myself for a long morning on the pavement — then the doors opened, and the whole group was let in at once.
Hailey Bieber was on every screen. Right at the entrance, a small stand of the brand's most iconic products was already drawing a crowd; further in, a larger one carried the full range. What told me this wouldn't be a cakewalk was the security guard assigned to the rhode stand alone, and the stanchions set up to shape the queue.
The Queue
I joined the line as soon as I stepped into the store. I only waited about five minutes before I could pick anything up, but it felt longer — mostly because I kept seeing more and more people appear from every direction, carrying baskets full of products. It didn't help to see a man strolling through the store with a bag holding around fifteen rhode products. I even dared to peek at the stand, and there wasn't a single Pocket Blush left. Still, I decided to stay, hoping at least to try a few swatches and curate my wishlist for a later online order.
When my turn came, the guard pointed me away from the stand. My first thought was that he was sending me off because everything had sold out. Then I looked where he was pointing: a second shelf against the wall, stocked with the whole range, testers included. It was smaller and tighter, with room for three people at most — and each of us was given the time and space to look, swatch and decide without any rush. The staff were even handing out baskets to make it more comfortable.
My Picks
The first day a brand launches in stores, you have to come with your homework done: there will be crowds, products vanishing from the shelves, and not much time to hesitate. The last time I went to a Sephora in the US, the rhode stand was almost decoration — so little product was left that the staff hadn't even put testers out. And even after scrolling through thousands of TikToks showing every blush shade, I still wanted to see with my own eyes how they looked on my skin.
Pocket Blush
These cream blushes are known for their hydrating feel and muted tones that fit a clean-girl aesthetic. With fair-to-light skin and cool undertones, I fall into the winter colour palette. Many influencers recommend deep, rich shades like Plum, Teacup or Date Cake, but I didn't feel confident enough to go that bold on my first rhode experience. So Piggy was on my list: a baby pink that would pair well with my Too Faced powder blush. Unfortunately, it looked too bright on me, even blended out. My second option was the famous Sleepy Girl, a soft mauve. My main fear was that it would pull too warm, but it turned out to be the perfect toasted blush my collection was missing. With autumn officially here (technically, if the temperatures ever allow it), I'm switching to browner, softer tones for my everyday looks. I felt brave enough to try Toasted Teddy too, but that bronzed terracotta was a step too far for me.
Peptide Lip Tint
The Peptide Lip Tint is another icon, with plenty of seasonal launches behind it. My first instinct was a pink like Ribbon, but I pushed myself out of my comfort zone. I'd been wondering about a brown for autumn, too. Espresso caught my eye as the most obvious one, but that almost-black shade made me pull back. Right next to it sat PB&J, a mauve that balances brown and berry. I swatched it and loved it: warm without turning orange, and perfect to keep in my bag for the months ahead.
In the end, I took home the Pocket Blush in Sleepy Girl and the Peptide Lip Tint in PB&J — a perfect duo for this autumn's toasted makeup. When I tried them properly at home (of course I couldn't wait), Sleepy Girl looked like my own natural flush, melting into my skin, while PB&J gave my lips an effortless, put-together touch of colour.
Checking out
As I left the rhode shelf, I saw a rare opportunity: every other brand's stand was empty. Huda Beauty, which always has someone hovering over the testers, was deserted. Charlotte Tilbury sat forgotten in a corner, with no staff in sight. And Rare Beauty's blush testers, usually passing from hand to hand, sat untouched on their shelf. For the first time in almost a year, I could actually look at products that once had their own viral moment. Meanwhile, carts full of boxes were already rolling through the store to restock the rhode shelves.
The till queue was as long as it always is at the Triangle. Then, out of nowhere, a staff member came up and asked if I'd be paying by card. Before I knew it, I was skipping the whole queue as she led me to a self-checkout, and in under a minute my two new babies were on their way home. I thanked the team, wished them luck with the mad day that was only just starting, and told them how impressed I was with how well they'd organised it all.
Until this week, rhode was something you asked friends to bring back from across the Atlantic, or an online splurge that took weeks to arrive. Now, nineteen European countries can find out for themselves the secret behind Hailey Bieber's glazed skin. Thanks to social media, people had known the brand for months, and many arrived with their wishlist already written — homework done before launch day. And while the campaign happened on screens, the launch itself happened on the shop floor: in the stands, the queues, and the staff who kept it all moving.
Of course, as with any craze, the first days at your local Sephora can get a little chaotic, between the hype built on social media and the FOMO that comes with it. But it's up to each of us — wallets included — to get informed and work out what's actually right for us. I scrolled through the TikToks too, and then left the most viral shade on the shelf because it simply wasn't mine. Fashion and beauty are an open invitation to experiment, but that curiosity should come from you, not from someone on TikTok telling you to.