Rhode is heading to Sephora Europe this September, marking the brand’s most expansive retail move yet, spanning 19 countries across the continent as its exclusive “Only at Sephora” partner. Hailey Rhode Bieber’s viral skincare brand just made its boldest move yet. Following record-breaking launches with Sephora in North America and the U.K., rhode is bringing its glazed, barrier focused beauty to Europe, and this time, the reach is massive.
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.
We’ve been intentional about how and where we grow and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces.” Lauren Ratner, Co-Founder, President and Chief Brand Officer of rhode, said, “Last summer, bringing the world of rhode to Mallorca with our rhode summer club was a meaningful moment for us.
It gave us the opportunity to connect more deeply with our European community and allow them to experience the brand in real life.” That Mallorca moment was more than a vacation activation, it was a litmus test for how deeply…
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