rhode, the cosmetics line founded by Hailey Rhode Bieber and a division of e.l.f. Beauty, has announced that its high-performance, skin-focused products will launch on Sephora’s online platform and in most European stores on September 30, 2026, following its 2025 debut with Sephora in the U.S., Canada, and the U.K.
The European expansion will increase rhode’s availability through Sephora’s brick-and-mortar stores, marking a significant next phase in the brand’s global growth.
In June 2022, rhode was introduced with a carefully selected range of effective skincare products, later extending into hybrid cosmetics.
Every launch has attracted immense interest, prompting changes throughout the beauty sector and broader culture. Currently, rhode is the leading skincare brand in the U.S. based on EMV and maintains substantial year-over-year growth, as reported by CreatorIQ.
On September 30, rhode will launch at Sephora in 19 additional countries: Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland, and Turkey, along with the three countries where it is already available: Canada, the United Kingdom, and the United States.
At Sephora, shoppers can anticipate experiencing Rhode’s distinct visual branding, created via previous events and local pop-ups, featuring its iconic grey glossy structures with smooth soft contours, uniquely reinterpreted for Sephora stores across Europe.
Also Read: Google Changes EU Spam Policy to Address Antitrust Concerns
Sephora will stock rhode’s main product line featuring its effective skincare, well-pigmented blush, along with the new Pocket Bronze and Highlight Milk collections. To honor the launch, rhode will provide exclusive products at Sephora in Europe and the U.K., featuring the return of popular Limited Edition items.
Rhode's expansion of Sephora in Europe leverages years of progress throughout the continent. Last year, rhode organized a beach club in Mallorca, an engaging pop-up that showcased the essence of rhode for its European audience.
This summer, the brand maintained that enthusiasm with its Rhode summer station tour in Amalfi and Copenhagen, where local communities showed strong support for the brand's inaugural in-person events in Italy and Denmark.
Also Read: NASA Launches First Telescope Named After a Female Scientist
Rhode can only be found at Sephora in Europe, leveraging the solid partnership formed due to remarkable and unparalleled sales success in Sephora U.S., Canada, and the U.K. after the launch in 2025. Currently, rhode holds the top position as the leading beauty brand in Sephora North America and the U.K.
Also Read: Europe Boosts AI Computing With €390 Million Bull Order
Rhode’s community-focused strategy aligns well with Sephora’s worldwide influence. Community involvement is where Rhode excels, and this collaboration is anticipated to present the brand to a wider range of beauty shoppers throughout Europe.