Rhode, the beauty brand founded by Hailey Rhode Bieber and now part of e.l.f. Beauty, is accelerating its global rise with a major expansion into Mexico and seven new European markets, timed to the launch of its Summer ’26 Collection.

rhode’s first step into Latin America and new European doors

Starting Tuesday, June 9, 2026, rhode will ship direct to consumers in Mexico for the first time, marking its official entry into Latin America. At the same time, the brand is adding seven new European countries to its e commerce footprint: Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland, significantly widening international access to its glazed skin staples.

Beginning June 9 at 9 a.m. PST, customers in these markets can shop the full rhode collection on rhodeskin.com in their local currency, from barrier nourishing skincare to hybrid makeup. “This is such a special milestone for us because it’s about bringing the rhode community together on a more global scale,” Hailey Rhode Bieber said, adding that launching in Latin America is something the team has “dreamed about for a long time.”