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The expansion into new retail territories comes on the heels of ELF Beauty’s $1 billion acquisition of Rhode in 2025.
April 30, 2026
By: Lianna Albrizio
Associate Editor
Rhode, the beauty brand founded by Hailey Rhode Bieber, will be available at Sephora online and in most stores across Europe beginning this September, following its 2025 rollout with Sephora in the US, Canada and the UK.
“I’m so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing Rhode to more of our customers in a physical and IRL format,” said Bieber, founder, chief creative officer and head of innovation of Rhode and strategic advisor to ELF Beauty. “We’ve been intentional about how and where we grow and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces.”
Launched in June 2022, Rhode began with a curated lineup of efficacious skincare, expanding into hybrid makeup. Today, Rhode remains a top overall skincare brand in the US by EMV and continues to deliver significant year-over-year growth, according to CreatorIQ.
Rhode will be Sephora Europe’s exclusive retail partner in the region and its latest “Only at Sephora” brand.
At Sephora, customers can expect the visual identity the brand has built through past activations and community pop-ups, inclusive of classic grey glossy builds with sleek soft edges and mirror moments for content. Sephora plans to carry Rhode’s core product assortment, including its glazed skincare essentials, iconic Peptide Lip line and perfectly-pigmented blush.
Following this rollout, Rhode will be available at Sephora in 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 Canada, the UK and the US.
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