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Skincare

Rhode Conquers Sephora, Beiersdorf Dominates the Pharmacy

October 23, 2026

“With its German launch at Sephora, Hailey Bieber's brand Rhode is making waves, while Beiersdorf shapes the skincare conversation twice over with NIVEA and Eucerin. A day full of fresh starts, from the beauty shelf to the hospital corridor.”

Summary

Few brands have electrified the German beauty scene this autumn the way Rhode has. Since September 2026, the brand created by Hailey Bieber has been available at Sephora, and its market launch has triggered a wave of attention that extends well beyond classic skincare enthusiasts. What already enjoys cult status in the US now meets a German audience that is closely watching whether the hype can live up to its own expectations, and it is precisely this tension that has made Rhode the most talked-about newcomer on German cosmetics shelves.

Details

While Rhode is bringing fresh energy, the established German market leaders show that familiar names can still make headlines. Beiersdorf plays a double role here: NIVEA remains a reference point for skincare and keeps being talked about, but the real surprise comes from sister brand Eucerin, which in September introduced DERMOPURE CLINICAL PROBIOM8, a new product developed specifically for acne-prone skin. This targeted move into the medical-dermatological field shows how the group is now positioning itself between classic care and dermatological expertise. At the same time, Rituals is returning with a new step into Haute Parfumerie, demonstrating that the brand does not want to rely solely on shower gels and everyday fragrances, but also wants to compete in the more exclusive segment. YSL Beauty, meanwhile, is generating buzz in current beauty columns with a new hand cream, showing that even small care products can have a major impact when staged the right way. Things are also moving in the pharmacy sector: Orthomol generated positive headlines again with a donation handover on October 21, firmly anchoring the brand in the health awareness of Germans, while Hevert is sparking discussion in the specialist trade with the new pharmacy-exclusive product Stress-Adapt Pro-Energy, a sign of how strongly stress management is currently driving demand for herbal and functional preparations. Hair care is also active: in mid-October, Hair Haus announced a comprehensive rebranding and brand relaunch for Hair Professionals, repositioning itself against international competitors in the professional hairdressing trade. On the medical side, Berlin remains the center of attention: Charité continues to hold its position as a reference clinic in international medical tourism, while Vivantes, Berlin's largest hospital network, is becoming increasingly visible to international patients. Both institutions benefit from the fact that Berlin has established itself as a health hub with global appeal.

Key Findings
  1. 1Since September 2026, the brand created by Hailey Bieber has been available at Sephora, and its market launch has triggered a wave of attention that extends well beyond classic skincare enthusiasts.
  2. 2Few brands have electrified the German beauty scene this autumn the way Rhode has.
  3. 3While Rhode is bringing fresh energy, the established German market leaders show that familiar names can still make headlines.
  4. 4This targeted move into the medical-dermatological field shows how the group is now positioning itself between classic care and dermatological expertise.
  5. 5YSL Beauty, meanwhile, is generating buzz in current beauty columns with a new hand cream, showing that even small care products can have a major impact when staged the right way.

Conclusion

Overall, the German cosmetics and health market is caught between hype and tradition. On one side, international trend brands such as Rhode are pushing into shelves with great attention; on the other, established German names like NIVEA, Orthomol and Hevert hold their ground with targeted product innovations and pharmacy presence. Rituals and YSL Beauty remind us that constant new impulses are needed in the premium segment to stay relevant, while Charité and Vivantes show that health and medicine have long since become a location factor in their own right. Today makes clear how closely beauty, skincare and medical excellence are now linked in Germany.