rhode expands its European retail presence through Sephora, bringing its beauty and skincare lineup to customers across the region.
rhode, the beauty brand founded by Hailey Rhode Bieber and part of elf Beauty (NYSE: ELF), announced today that its collection of high-quality, skin-focused products will be available online and in most Sephora stores across Europe starting Wednesday, September 30, 2026. This expansion at Sephora in Europe follows the launch in 2025 at Sephora in the US, Canada, and the UK and increases global access to rhode through physical stores, a significant next step for the brand.
Rhode was launched in June 2022 and began with a carefully curated line of effective skincare, which was complemented by hybrid makeup. Each launch created massive demand and contributed to changes in the beauty industry and culture in general. According to CreatorIQ, Rhode currently remains the largest skincare brand in the US based on earned media value and the brand shows significant year-on-year growth.*
From September 30, rhode is available at Sephora in 19 new countries: Belgium, Bulgaria, Denmark, Germany, France, Greece, Italy, Croatia, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Czech Republic, Turkey, Sweden, and Switzerland, in addition to the three existing countries Canada, the United Kingdom, and the United States.
At Sephora, customers can expect rhode’s strong visual identity, which emerged from previous activations and community pop-ups. The classic glossy grey displays with sleek, softly rounded shapes have been redesigned specifically for Sephora locations across Europe. Sephora will offer rhode’s core product range, including high-quality skincare, high-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 United Kingdom, including the return of several favourite Limited Edition items.
Rhode’s expansion into Sephora 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 maintained that enthusiasm with the Rhode Summer Station tour in Amalfi and Copenhagen, which drew large crowds to local communities for the brand’s very first physical activations in Italy and Denmark.
rhode is exclusively available at Sephora in Europe, building on the strong partnership established by historic and unprecedented sales figures at Sephora in the US, Canada, and the UK since its launch in 2025. To date, rhode is the largest beauty brand at Sephora in North America and the United Kingdom.
There are strong synergies between rhode’s community-oriented approach and Sephora’s global reach. Community engagement is one of rhode’s strengths. It is therefore expected that this collaboration will introduce the brand to a broader audience of beauty consumers across Europe.
This expansion into new retail locations comes a year after the $1 billion acquisition of rhode by elf Beauty (NYSE: ELF) in 2025 and ushers in the next chapter for rhode to bring the brand to more people around the world.
About rhode
rhode is a collection of carefully curated skincare and hybrid makeup essentials with conscious, effective formulas. rhode was founded by Hailey Rhode Bieber after years of collaboration with leading makeup artists and skincare experts, from which a desire for a simplified daily routine of high-performance products emerged. Rhode’s formulas are developed in collaboration with leading dermatologists and chemists for a wide range of skin types. They contain effective concentrations of targeted ingredients that gradually nourish the skin barrier. The brand is more than just products and creates a unique world of rhode with impactful campaigns, in-real-life activations, and community engagement. rhode is vegan, dermatologically tested, and double-certified as cruelty-free by Leaping Bunny and PETA. rhode was acquired by elf Beauty (NYSE: ELF) in 2025 for $1 billion. For more information, visit www.rhodeskin.com .
About Sephora
Sephora is the global market leader in the distribution of prestigious beauty products. With 55,000 passionate employees in 36 markets, Sephora brings customers, brands, and beauty enthusiasts together in the world’s most trusted and dynamic beauty community. We offer hundreds of millions of beauty followers in our highly engaged community personalized and immersive experiences through our global omnichannel network of more than 3,200 stores and flagship stores, as well as through our e-commerce and digital platforms. With a selection of more than 500 brands and our own brand, Sephora Collection, we offer the most unique and diverse range of products, from perfumes and makeup to hair care, skincare, and more, while continuously redefining the boundaries of beauty. Since Sephora’s founding in 1969 in Limoges, France, and as part of the LVMH Group since 1997, we have continued to innovate beauty in the premium segment. Today, we continue to break established codes to fulfill our mission: to create a world of inspiration and inclusion where everyone is invited to freely celebrate their beauty.
