Skincare and cosmetics brand rhode will enter Sephora stores in 19 European countries beginning September 30, expanding its retail presence beyond the U.S., Canada, and the U.K.
The expansion includes markets such as France, Germany, Italy, Spain, and Switzerland, alongside Central and Eastern European countries including Poland, Romania, and Croatia. Sephora, which operates over 3,400 stores globally and employs around 55,000 people, has been part of the LVMH Group since 1997.
rhode, acquired by e.l.f. Beauty for $1 billion in 2025, will offer its skincare products, blush, and new collections—Pocket Bronze and Highlight Milk—at Sephora locations. Limited edition items will be available exclusively for the European launch. The brand, founded by Hailey Rhode Bieber, emphasizes formulations developed with dermatologists and chemists, and holds certifications as vegan and cruelty-free from Leaping Bunny and PETA.
According to CreatorIQ data from August 2026, rhode ranks as the top skincare brand in the U.S. by earned media value. Sephora’s European rollout follows prior promotional events, including beach club activations in Mallorca and summer events in Amalfi and Copenhagen.
