Beauty enthusiasts in the Midlands have a major new reason to visit Birmingham's Bullring, as Hailey Bieber's cult-favourite brand, Rhode, has officially launched in the city.
A Star-Studded Addition to Selfridges
The makeup and skincare line has secured a dedicated gondola within the Selfridges department store. This is a significant move for the retailer, which is currently in the midst of a major transformation of its beauty hall.
The first 500 customers to make a Rhode purchase will receive a complimentary water bottle, a clever nod to the brand's focus on hydration and skin wellness.
What Products Can You Buy?
Shoppers can now get their hands on the viral products that have taken social media by storm. The Birmingham counter stocks the entire core collection, including the much-hyped Glazing Milk, the rich Barrier Butter, the portable Pocket Blushes, and the bestselling Peptide Lip Tints.
This expansion marks another step in the brand's exponential growth since its launch in 2022, having already cemented itself as a best-seller in the United States.
Bullring Becomes a Beauty Powerhouse
The arrival of Rhode is part of a larger trend, with the Bullring aggressively capitalising on the booming beauty market. In the last two years alone, the shopping centre has welcomed major players like Space NK, Sephora, and PureSeoul.
Meanwhile, established retailers Boots and Superdrug continue to maintain impressive makeup sections within the complex. This isn't the only American import to cause excitement; Bath and Body Works also opened a store on the East Mall's middle floor on October 31.
The reaction from beauty lovers has been ecstatic. One Instagram user, AutumnTaylorr, captured the public sentiment, writing: "Guys guys guys guys guyssss this is mega, I need to visit."
When the Selfridges beauty hall transformation is fully unveiled later this month, it is set to become the largest beauty hall outside of London, also featuring prestigious brands such as Victoria Beckham Beauty and Lisa Eldridge.
