After years of suitcase smuggling and restock envy, Hailey Bieber’s buzzy beauty brand finally opens direct shipping to the Nordics on 14 July 2025. Here’s why the timing matters – and what to add to basket first
If you’ve clocked a Peptide Lip Treatment wedged into a pink, high-gloss phone case on the Stockholm subway lately, you’ve already met Rhode. Until now the brand was a long-haul souvenir: Scandinavian tastemakers filled suitcases stateside, compared re-shipping services like flight prices, and adopted the concept “glazed skin” with suspicious ease. That era of import gymnastics ends on the 14th of July, when Rhode will open direct-to-consumer shipping to seven new European markets, Sweden and Denmark included, via Rhode’s website.
Rhode’s northern debut caps a pandemic-era beauty boom that left other online-exclusive beauty brands playing catch-up. When founder Hailey Bieber first launched the line in June 2022 she offered exactly three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Each clinically minded, reasonably priced and designed to give skin that unmistakable lit-from-within glow. The curated approach worked: Rhode became renowned for its sell-out launches, slowly but surely building a modern beauty empire.
Numbers don’t lie, and they tell the rest of the brand's beauty fairytale. In the 12 months leading up to March 2025. the start-up turned over 212 million US dollars; weeks later E.l.f. Beauty snapped it up in a deal worth up to one billion – cash, stock and an earn-out. All while Bieber kept the creative reins. What might once have been dismissed as a celebrity side-hustle now firmly stands on its own decidedly glazed legs.
Photo: Courtesy of Rhode Skin
Nordic consumers, meanwhile, have been watching from the sidelines, refreshing restock alerts and cross-checking freight-forwarder fees. Our climate makes barrier repair less a trend than a national hobby: cold air, dry radiators, and a general cultural aversion to anything too fussy – Rhode’s tightly edited lineup makes intuitive sense here. As such, the exclusion stung. But that is all about to change. In a quote shared exclusively with Vogue Scandinavia, Bieber confirmed: “Nothing makes me more excited than being able to continue bringing the world of Rhode and our efficacious formulas to new consumers and markets. We are happy to share that later this month we will start shipping to Denmark, Poland, Germany, Greece, Austria, Netherlands, and Sweden.”
For first-time shoppers, we suggest you begin where Rhode began. The Peptide Glazing Fluid (the one you’ve seen on every influencer’s bathroom shelf) is still the brand’s north star, a syrup-light serum-moisturiser hybrid that leaves skin luminous without any residue. The Barrier Restore Cream adds more weight and comfort, particularly if your skin veers dry. And the Peptide Lip Treatment, available in flavour options like Salted Caramel and Watermelon Slice, has quietly become a cult product in its own right – not just for its luscious texture, but for the optional phone case flex.
In short, on the 14th of July, Nordic beauty shelves will finally catch up to our social feeds – no red-eye flights required.
