rhode Announces First-Ever Global Expansion with Pop-Up Events in Three Continents
LONDON, UK — January 28, 2025 — The skincare brand rhode, founded by entrepreneur and social media personality Hailey Bieber, has announced its first major international expansion, unveiling plans for a series of exclusive pop-up retail events across three continents. According to a corporate press release issued on Monday, the initiative will launch in London, United Kingdom, on February 10, followed by stops in Tokyo, Japan, and São Paulo, Brazil, throughout the spring of 2025.
The pop-up series, titled “Rhode to the World,” will feature limited-edition product bundles, interactive skincare consultations, and digital activations designed to engage fans outside of North America. A company spokesperson stated that the expansion is a direct response to overwhelming international demand, with online sales from global markets increasing by 240 percent over the past year. Each location is expected to operate for two weeks, with daily capacity capped at 800 attendees to ensure a premium experience.
Industry analysts note that this marks a strategic pivot for rhode, which has previously focused exclusively on direct-to-consumer e-commerce since its launch in 2022. The brand’s equity is driven by Bieber’s influential online presence, which boasts over 50 million followers across platforms. The first event in London will be held at a private venue in the Covent Garden district, with tickets allocated via a lottery system to prevent scalping.
Authorities have confirmed that all events will comply with local health and safety regulations, and no disruptions to public areas are anticipated. rhode has not disclosed the financial terms of the expansion, but market researchers project the company’s valuation could exceed $500 million following this global push. The expansion comes amidst a broader trend of digital-native beauty brands entering physical retail, with analysts forecasting a 15 percent growth in the global skincare pop-up market by 2026.