The launch of Rhode in Europe was one of the most anticipated events in the beauty world. Hailey Bieber’s brand is finally available at Sephora, both online and in over 500 stores, and of course, a debut like this couldn’t go unnoticed. Rhode decided to celebrate it in its own way, once again turning a launch into a moment of hype. Because if there’s one thing the brand has proven it knows how to do—besides creating products—it’s building an entire world of imagery around every new release: pop-ups, food collaborations, packaging, and activations all become part of a strategy where beauty, lifestyle, and social media culture converge, always with an instantly recognizable aesthetic.
For her debut at Sephora in Europe, Rhode chose Paris, opening a café entirely dedicated to her brand. And the timing coincides with Paris Fashion Week, where Hailey Bieber was already spotted last night at the Saint Laurent fashion show.
At Café Rhode, visitors can immerse themselves in the atmosphere of a classic French bistro, reimagined through the brand’s aesthetic and featuring several Rhode-signature specialties on the menu. Reservations are required, and for today, September 30—the opening day—the brand has already announced on Instagram that it’s sold out. From October 1 through 4, however, new reservations will be available daily starting at 6 a.m.
And the experience continues even outside the café, because anyone who makes a reservation and dines at Café Rhode will receive a Rhode Metro Card, which can be presented at any participating Sephora store in Paris to receive a skincare sample with the purchase of any Rhode product, while supplies last.
[📸 Instagram: rhode]
