Hailey Bieber’s Skincare Brand, Rhode, Expands to Sephora Stores in 19 European Countries
Rhode, the popular skincare and beauty brand founded by Hailey Rhode Bieber and a part of e.l.f. Beauty (NYSE: ELF), has announced its expansion to Sephora stores across 19 European countries starting September 30, 2026. This launch signifies a major milestone in the brand’s global retail journey, following its successful 2025 rollout with Sephora across the U.S., Canada, and the U.K.
European consumers will have access to Rhode’s complete range of beloved skincare essentials. These include its signature Peptide Lip Treatment, Glazing Milk, perfectly-pigmented blushes, and the newly launched Pocket Bronze and Highlight Milk collections. To celebrate the expansion, Rhode will also offer exclusive items and reintroduce select limited-edition pieces available only at Sephora in Europe and the U.K.
This European expansion comes just a year after e.l.f. Beauty’s monumental $1 billion acquisition of Rhode in 2025. “I am thrilled to continue our partnership with Sephora as we launch into retail in Europe, bringing Rhode to more of our customers in a physical and in real life (IRL) format,” expressed Bieber. The brand, which launched in June 2022 and gained viral fame through TikTok, has quickly become one of the fastest-growing names in the beauty industry, particularly among Gen Z and millennials.
Source: e.l.f. Beauty Investor Relations – Official Press Release