Rhode’s Taxi Pop-Up in London? Yes, You Read That Right.

Hailey Bieber’s beauty brand Rhode just made its UK debut… and instead of a sleek store launch, they went full taxi takeover.

Yep. London streets, grey-and-white cabs, and beauty fans lining up like it’s Coachella. The pop-up ran at 237 Westbourne Grove for two days in November 2025 (with earlier events in October), giving fans a chance to hop in, film a quick video, test products, and score goody bags.

What could you actually get? Mini cleansers. A Crème cookie. Rhode water bottles. And if you played your Sephora cards right, an extra product sample when you made a purchase. Basically, a snack, a selfie, and a skincare fix — all in a taxi.

The whole thing was part of Rhode’s Sephora UK launch on 10 November 2025, which was apparently a record-breaking debut. The brand quickly snagged the top spot as Sephora’s number one UK brand, with the Pocket Blush flying off shelves as the week’s best-seller.

Before this, Rhode was a D2C darling — online only, cult-favorite status. Now? Londoners can touch, try, and buy IRL. And Sephora didn’t stop at London: there’s a nationwide OOH takeover in Liverpool and Manchester too.

Sephora execs are clearly loving the hype. Priya Venkatesh, Global Chief Merchandising Officer, said:

“Rhode embodies the kind of innovation and consumer connection that we look for in our partners.”

Sarah Boyd, Managing Director of Sephora UK, added:

“We are thrilled to bring Rhode to our UK beauty fans… continuing to offer a unique point of view of beauty.”

Basically, Rhode took a taxi, slapped on some branding, gave out mini products and cookies, and suddenly everyone wanted in. It’s part marketing genius, part Insta-worthy fun, and all eyebrow-raising in the “only Hailey Bieber could pull this off” sense.

So… would you hop in for a mini touch-up? Or is this the kind of pop-up that makes you go, “Really… a taxi?”