Previously available in Europe exclusively through rhodeskin.com, the brand founded by Hailey Rhode Bieber and acquired by e.l.f. Beauty last year will now be sold in more than 500 Sephora stores across the region, starting September 30, 2026.

Following its launch at Sephora in the United States, Canada and the United Kingdom in 2025, rhode is continuing to expand its physical retail presence across a number of key markets.

rhode is now available for consumers to shop at Sephora in 19 new 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.

Select European stores will be reimagined exclusively for rhode in Europe, with custom store builds, bespoke facades and large-scale 3D architectural installations of core products.

Sephora will carry rhode’s core product assortment of high-performance skincare and hybrid makeup, including its new Pocket Bronze and Highlight Milk collections.

Launched in June 2022, rhode began with a curated line-up of skincare products, expanding into hybrid makeup.

“We are thrilled to bring rhode to continental Europe following its record-breaking success in the U.S. and the U.K. rhode’s social-first model, which has fuelled viral demand and built a highly engaged global audience, resonates with Sephora’s commitment to bringing innovative and culturally relevant brands to our beauty community in the region. This launch further strengthens Sephora’s role as a leading platform and partner for the most influential brands and creators in the region,” said Catherine Spindler, Sephora’s President of Europe & Middle East.

“Expanding rhode with Sephora in Europe is a key moment in our journey to being a truly global, omnichannel business,” added Nick Vlahos, CEO of rhode.

This expansion into new retail territories comes [one year after e.l.f. Beauty’s US$1 billion acquisition of rhode in 2025->https://www.premiumbeautynews.com/en/e-l-f-beauty-to-acquire-hailey,25822], with the aim to bring the brand to more people around the world.