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 rhode’s community in Europe had already formed before the brand had a single shelf on the continent.
The product lineup landing in Sephora Europe will mirror what made the brand a phenomenon elsewhere: its glazed skincare essentials, the iconic Peptide Lip line, and its perfectly-pigmented blush. Stores will also carry rhode’s signature aesthetic, sleek grey glossy builds with soft edges and mirror moments — the same visual identity that fans know from pop ups and social content, translated into a retail floor.
Catherine Spindler, President of Sephora Europe & Middle East, said, “rhode’s social-first model, which has fueled 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.” That social-first model has already proven itself in raw numbers.
As of March 2026, rhode ranks #1 overall skincare brand in the U.S. by earned media value (EMV), according to CreatorIQ. The brand launched in June 2022 with a curated skincare edit and has since expanded into hybrid makeup — each drop generating demand that has, as the brand puts it, “inspired shifts across the beauty industry and culture at large.” The Europe rollout is also a signal of what e.l.f. Beauty’s $1 billion acquisition of rhode in 2025 was really about — scale. With e.l.f. Beauty’s infrastructure behind it, rhode can move quickly and deliberately into new markets without compromising the tight, community-first brand identity that drove its rise.
Nick Vlahos, CEO of rhode, said, “Bringing rhode to Sephora Europe is a key milestone in our global expansion. We believe Sephora’s strength in consumer engagement makes it the ideal partner as we expand internationally and bring rhode to life for a broader audience in Europe.”
For European beauty shoppers who have been importing Peptide Lip Treatments and glazed serums, September can’t come soon enough.
