Starting Tuesday, June 9, 2026, the beauty brand founded by Hailey Rhode Bieber and now part of e.l.f. Beauty will be available direct to consumers in Mexico for the first time, marking the brand’s official entry into Latin America. In addition, rhode will also debut in seven European markets – Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland – as part as the rollout announced this spring.
“This is such a special milestone for us because it’s about bringing the rhode community together on a more global scale, not only further into Europe but also with our first introduction to the Latin American market,” said Hailey Rhode Bieber, Founder, Chief Creative Officer and Head of Innovation at rhode. “Launching in Latin America is something we’ve dreamed about for a long time and while this is just the first step, we can’t wait for the community in Mexico to experience the products and the world of rhode first-hand.”
Since its launch as a direct-to-consumer brand in June 2022, rhode has significantly expanded its retail footprint through partnerships with chain beauty stores such as Sephora and MECCA, as well as through pop-up stores around the world.
On an annualized basis in e.l.f.’s Fiscal 2026, rhode delivered some US$390 million in net sales — growing 80% year over year. According to e.l.f., rhode also remains the No. 1 overall skincare brand in the U.S. by EMV and continues to deliver significant year-over-year growth. [1]
This expansion into new products and territories follows e.l.f. Beauty’s US$1 billion acquisition of rhode in 2025.
