Hailey Bieber’s $1 Billion Brand Rhode Just Announced Its Biggest Retail Expansion Ever

Starting September 2026, rhode will be available online and in most Sephora stores across 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.

That’s 19 new markets — all under Sephora’s exclusive “Only at Sephora” banner. The expansion follows a remarkable run since rhode first entered physical retail with Sephora. The brand became the biggest brand launch in Sephora North America’s history in 2025, and when it debuted at Sephora U.K.

in November 2025, it repeated the feat becoming the largest brand launch in Sephora U.K.’s history as well. That back to back record is what makes the European bet feel less like a gamble and more like a natural next step.

Hailey Rhode Bieber, Founder, Chief Creative Officer and Head of Innovation of rhode and Strategic Advisor to e.l.f. Beauty, said, “I’m so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing rhode to more of our customers in a physical and IRL format…