Rhode’s Pop-up in London
Photos by Rhode.
Hailey Bieber's skincare brand, Rhode, is making waves once again as it returns to London, this time with an exciting pop-up experience. Following the success of its previous visit, which featured an interactive photo booth and complimentary lip treatments adorned with the Rhode signature, the brand is set to captivate fans once more. The brand had opted for a photo-booth for the previous event, where you could take photos but also you could choose to buy a lip treatment signed Rhode; it can be said that it was a very successful marketing choice.
Photos by Rhode.
In an interview, Hailey Bieber expressed her immense happiness and pride in the success she previously had in London, stating: “Our community in London is super, super strong,” she told “WWD” about the new pop-up store opening, explaining: “We really wanted to bring an experience there, and it felt like a natural progression. London welcomed Rhode in a big way (when we launched Rhode in the UK), and I wanted to return to that time.”
From October 17th to 20th, Rhode has opened its Pop-up store in 6-7 Motcomb St, in Belgravia’s area, welcoming people from 11AM to 7PM. The available selection of products that you can choose from the pop-up are the Fall Lip Cases in Espresso, Raspberry Jelly, Ribbon, and Toast, the entire skincare collection, Peptide Lip Treatments and Tints, and their iconic Pocket Blush, very viral on TikTok. Additionally, you can try the Barrier Butter tester before it launches on October 28th.
Given the overwhelming success of Rhode, waiting in line to enter the pop-up store has become part of the experience, and surely not negotiable! While the doors open later in the day, the fans often start lining up as early as 7 AM. During the wait, Rhode's staff treats everyone with coffee and pastries, typically from Buns from Home, as well as some brand stickers. And if the weather is not nice, umbrellas are given.
I visited the pop-up today to see if the TikTok hype was justified, and I can confirm: it absolutely was! I heard stories of some fans arriving as early as 6 AM, with the average wait time around 4 to 5 hours.
Photos by Rhode.
Although the success of Rhode and the quality of its products are undeniable, offering a fairly honest price-to-quality experience, I can’t help but question if waiting for hours in line is really worth it. From what I've seen on TikTok, the prices at the pop-up store are identical to those online, with no discounts or special offers available.
So, this raises a valid point: why spend several hours queuing when you could easily purchase the same products online in just 5 minutes?
Photos by Rhode.
For many, the thrill of being part of a unique experience and engaging with the brand and fellow fans can be appealing. However, if the primary goal is simply to buy products, the convenience of online shopping might outweigh the long wait.
As Rhode's pop-up store in London captures the attention of beauty fans, it highlights the brand’s ability to expand the connection through the community. While the excitement of waiting in line and experiencing the brand firsthand is undeniably appealing, it also raises questions about the value of time spent versus the convenience of online shopping.
In conclusion, if you choose to join the queue or shop from the comfort of your home,Rhode continues to make a significant impact in the skincare landscape.
By. Alice Testa