rhode Prepares to Expand in Europe with Sephora

rhode, the beauty brand founded by Hailey Rhode Bieber and part of e.l.f. Beauty, announced that it will be available at Sephora online and in most stores across Europe starting September 30, 2026. This follows its 2025 rollout with Sephora in the U.S., Canada, and the U.K. 

This expansion with Sephora in Europe increases global access to rhode through physical retail, marking a pivotal next stage for the brand.

On September 30 rhode will be available at Sephora in 19 new countries: Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including Canary Islands), Sweden, Switzerland, and Turkey, in addition to the three existing countries of Canada, the United Kingdom, and the United States.

At Sephora, customers can expect to see rhode’s strong visual identity, established through past activations and community pop-ups, with its classic grey glossy builds with sleek soft edges, reimagined exclusively for Sephora locations throughout Europe. 

Sephora will carry rhode’s core product assortment, including its high-performance skincare, perfectly-pigmented blush, and new Pocket Bronze and Highlight Milk collections. 

To celebrate the launch, rhode will offer exclusive items at Sephora in Europe and the U.K., including the return of some favorite Limited-Edition items.

rhode’s Sephora expansion in Europe builds on years of momentum across the continent. 

Last year, rhode hosted a beach club in Mallorca, an immersive pop-up that brought the world of rhode to life for its European audience. 

This summer, the brand continued that excitement with its rhode summer station tour in Amalfi and Copenhagen, where communities turned out in force for the brand’s first-ever in-person activations in Italy and Denmark.

This expansion into new retail territories comes one year after e.l.f. Beauty’s $1 billion acquisition of rhode in 2025. It also signals the next chapter of rhode as they look to bring the brand to more people around the world.