Hailey Bieber’s Rhode Skincare Brand Takes Europe by Storm: Launches in Over 500 Sephora Stores
In a highly anticipated global expansion in the beauty industry in 2026, Rhode — the skincare brand founded by Hailey Rhode Bieber and owned by e.l.f. Beauty (NYSE: ELF) — made its grand entrance at Sephora across 19 new European markets. This launch brings the cult-favorite brand to more than 500 Sephora stores across the continent.
The European rollout, which went live on September 30, 2026, spans countries such as Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey. Sephora is now carrying Rhode’s core skincare and hybrid makeup assortment. This includes the new Pocket Bronze and Highlight Milk collections, as well as exclusive limited-edition items like the Pretzel Peptide Lip Tint and the returning Peptide Lip Tint in Lemontini.
To celebrate the European debut, Rhode hosted a Café Rhode pop-up in Paris, coinciding with Paris Fashion Week. This expansion follows a record-breaking 2025 launch in the U.S., Canada, and the UK. In its first week, Rhode became Sephora UK’s number one brand. It surpassed $10 million in Sephora US sales within just two days of its American debut. Rhode CEO Nick Vlahos noted that about 74% of the brand’s social following resides outside the U.S., making the European push a natural next step. Rhode aims to become the fastest beauty brand to surpass $1 billion in net sales.
Source: Drugstore News — Hailey Bieber’s Rhode Launches Across 19 European Markets, October 13, 2026