LONDON — Rhode’s Hailey Bieber and Lauren Ratner are taking their billion-dollar beauty brand into new territory outside North America. The next stop is the U.K. with a Sephora opening on Nov. 10.

The brand, which was acquired in May by E.l.f. Beauty for $1 billion , made its North America debut at Sephora over the summer. Sales at the beauty retailer broke records, and Rhode and Sephora are already anticipating similar success in the U.K.

Rhode said it has driven the highest number of customer sign-ups ever for a brand launch at Sephora U.K.

“It’s exciting to see Rhode reach more people, and get it into more hands. Watching people have this IRL experience with the brand [at Sephora] has been super-fulfilling for me,” Bieber said in an exclusive interview with WWD.

“We hav

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