Rhode, the beauty brand founded by Hailey Rhode Bieber, has launched at Sephora across Europe, bringing the brand into physical retail in 19 new markets and more than 500 stores.

The launch began on 30 September 2026, marking rhode’s first physical retail presence across continental Europe. Until now, European customers outside the United Kingdom had primarily been able to purchase the brand through rhodeskin.com. The expansion follows rhode’s 2025 launch with Sephora in the United States, Canada and the UK.  

The new European rollout covers Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey.  

The expansion gives rhode a significantly broader physical retail footprint and places its skincare and hybrid makeup products in front of consumers across a wide range of European beauty markets.

From Direct-to-Consumer Brand to Global Retail

rhode launched in June 2022 with a focused range of skincare products before expanding into hybrid makeup.

The brand was built around a deliberately curated approach to beauty, with products designed to combine skincare and makeup functions. Its range now includes skincare, lip products, blush, bronzer, highlighter and other complexion products.  

Its move into Sephora represents an important change in the way consumers can discover the brand.

Direct-to-consumer commerce gives a beauty company control over its online customer journey, from product presentation and marketing through to purchasing. Physical retail introduces a different set of opportunities, allowing customers to see, touch and test products before making a purchase.

For rhode, the Sephora expansion brings those two channels together.

The company has already established a presence through Sephora in the US, Canada and the UK. The European launch adds 19 further markets to that physical retail network.  

More Than 500 Sephora Stores

The European launch makes rhode available through Sephora online and in more than 500 stores across the 19 new markets.

The rollout also includes market-specific retail activations. In Paris, rhode has launched Café rhode, a temporary activation at Le Bonaparte running from 30 September to 4 October, designed to coincide with the Sephora launch.  

The brand is also using selected Sephora locations for dedicated retail experiences and displays.

The approach reflects the increasingly experiential nature of beauty retail, where brands are using physical spaces not simply to distribute products but to create opportunities for customers to interact with the brand.

For a digitally built beauty company, physical retail can also provide a different route to customer discovery.

The Product Range

Sephora’s European assortment will include rhode’s core skincare and hybrid makeup products.

The range includes products such as the Peptide Glazing Fluid, Glazing Milk, Barrier Restore Cream, Peptide Lip Treatment, Pocket Blush and other skincare and makeup products.  

The European launch also includes the brand’s newer Pocket Bronze and Highlight Milk collections.

rhode is additionally using the European and UK Sephora rollout to introduce selected exclusive or early-access products. The Pretzel Peptide Lip Tint, previously a community favourite, is being added to the brand’s global core line-up with early access at Sephora in Europe and the UK.  

The strategy allows rhode to combine established products with new launches as it enters a significantly larger physical retail network.

Hailey Bieber’s Role

Bieber remains closely involved with the brand she founded.

She serves as rhode’s Chief Creative Officer and Head of Innovation, while also acting as a strategic adviser to parent company e.l.f. Beauty.  

Her role has extended beyond the public-facing identity of the brand into product development and creative direction.

That founder involvement has remained part of rhode’s identity as it has expanded from an online beauty business into a broader retail operation.

The company’s European expansion now gives that brand identity a physical presence in some of the world’s most established beauty markets.

Part of e.l.f. Beauty

rhode became part of e.l.f. Beauty following the completion of e.l.f.’s acquisition of the brand in 2025.

The acquisition formed part of e.l.f. Beauty’s strategy to expand its portfolio and increase its presence in skincare and international markets.

Since joining e.l.f. Beauty, rhode has continued to expand its retail distribution while retaining its own brand identity.

The Sephora expansion is therefore significant for both businesses.

For rhode, it creates access to a much larger physical retail network in Europe. For e.l.f. Beauty, the brand provides another vehicle for international growth within the group’s wider beauty portfolio.

A New Stage of International Expansion

rhode’s European launch follows several stages of international expansion.

The brand began as a direct-to-consumer business in 2022 and subsequently expanded its physical retail presence through Sephora in the United States, Canada and the United Kingdom in 2025. It has also expanded availability through other markets and retailers.  

The latest launch significantly increases the number of European consumers who can encounter the brand in person.

That shift is particularly relevant in beauty, where texture, colour, finish and product application can influence purchasing decisions.

Physical retail also creates an opportunity for a brand to reach customers who may not have discovered it through social media or direct-to-consumer advertising.

For rhode, the European Sephora launch therefore represents more than a geographical expansion. It is another stage in the development of a beauty company that has moved from an online-first model towards a multi-market retail business.

Building a Global Beauty Business

The expansion also illustrates the changing route from founder-led beauty brand to international consumer business.

Beauty entrepreneurs can now build audiences through social platforms and direct-to-consumer commerce before entering established retail networks. That can allow a brand to develop recognition and customer demand before taking on the complexity of a large physical distribution network.

rhode’s path has followed that broader model.

Its initial direct-to-consumer operation established the brand online before its Sephora relationship expanded its physical reach.

The European launch now places rhode in more than 500 Sephora stores across 19 additional markets, giving the company a significantly broader platform from which to develop its European customer base.  

For the beauty industry, the expansion is another example of how digitally native brands are increasingly combining online communities, founder-led identity, direct commerce and established retail partnerships.

For rhode, the next phase will be about converting that expanded visibility into sustained customer relationships across a much broader European market.