Rhode, the beauty brand founded by Hailey Rhode Bieber, will expand its retail presence with its launch at Sephora Europe from September 2026. Distribution will include the online channel and most of the chain’s physical stores across the continent, following its launch at Sephora in the US, Canada and the UK during 2025.
The move into Europe marks a new step in the company’s international strategy, which has so far focused on a range of skincare and hybrid make-up products. Sephora will stock Rhode’s core range, including its skincare products, the Peptide Lip line and its colour cosmetics.
The European expansion will take place in Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain — including the Canary Islands — Sweden, Switzerland and Turkey.
Hailey Rhode Bieber, founder, creative director and head of innovation at Rhode, noted that the company has been “deliberate” in its growth and highlighted Sephora’s role as a partner in bringing the brand’s identity to physical retail outlets.
For her part, Lauren Ratner, co-founder, president and brand director at Rhode, linked this new phase to the brand’s relationship with its European community. The executive recalled the campaign held last summer in Mallorca and stated that the company will continue to develop brand experiences in Europe.
The launch at Sephora Europe comes after Rhode recorded, according to the company, the biggest brand launch in Sephora’s history in North America and the UK. The brand also ranks first in skincare in the US in terms of earned media value, according to data from CreatorIQ.
Catherine Spindler, President of Sephora Europe and the Middle East, described the addition of Rhode as part of the chain’s strategy to bring on board brands with a digital reach and a connection to new consumer communities. Priya Venkatesh, Sephora’s Global Head of Merchandising, stated that Rhode will be introduced in Europe as an exclusive “Only at Sephora” brand.
Rhode’s in-store presence will retain the visual identity used by the brand in its activations and pop-ups, with spaces designed to bring its world into the retail environment. The move follows e.l.f. Beauty’s acquisition of Rhode in 2025 for $1 billion.
