e.l.f. Beauty’s skincare brand rhode will expand into Sephora stores across 19 European countries on Sept. 30, marking the latest phase of its international rollout. The expansion follows prior launches in North America and the United Kingdom in 2025, building on the brand’s June 2022 debut with skincare products.
The 19 new markets include Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey. Sephora operates more than 3,400 stores across 37 markets globally with approximately 55,000 employees.
rhode, acquired by e.l.f. Beauty for $1 billion in 2025, will introduce its skincare lineup alongside new blush products and the Pocket Bronze and Highlight Milk collections. Sephora will also offer exclusive items for the European launch, including limited-edition products. The brand’s formulations are certified vegan and cruelty-free by Leaping Bunny and PETA and developed with dermatologists and chemists.
The expansion aligns with rhode’s prior promotional activities, including a beach club activation in Mallorca in 2025 and summer events in Amalfi and Copenhagen this year. CreatorIQ data from August 2026 ranks rhode as the number one skincare brand in the U.S. by earned media value.
