Rhode, the beauty brand founded by Hailey Rhode Bieber and acquired by e.l.f. Beauty for $1 billion in 2025, will launch in Sephora stores across 19 European countries on September 30.
The expansion follows Rhode’s 2022 debut with skincare products and its 2025 launch with Sephora in North America and the United Kingdom. Sephora, part of LVMH Group, operates over 3,400 stores across 37 markets globally with approximately 55,000 employees.
The European rollout includes Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey. Rhode will offer skincare products, blush, and new collections such as Pocket Bronze and Highlight Milk, alongside exclusive limited-edition items created for the launch.
All products are certified vegan and cruelty-free by Leaping Bunny and PETA, developed in partnership with dermatologists and chemists. According to CreatorIQ data from August 2026, Rhode ranks as the top skincare brand in the U.S. by Earned Media Value.
The brand has previously hosted promotional events in Europe, including beach club activations in Mallorca and summer events in Amalfi and Copenhagen.
