rhode Picks September 30 to Make Its Sephora Debut Across Europe
Hailey Bieber’s rhode is taking its viral beauty playbook to Europe, with a September 30 Sephora launch spanning 19 new markets.
Hailey Rhode Bieber’s beauty brand rhode is taking its next major retail step, with the brand confirming a September 30, 2026 launch across Sephora in 19 new European markets.
Starting Wednesday, September 30, rhode’s products will be available through Sephora’s European websites and in most Sephora stores across the participating markets.
The expansion follows the brand’s 2025 rollout with Sephora in the U.S., Canada and the U.K.
The European expansion will bring rhode to Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey. Sephora’s Spanish rollout will also include the Canary Islands.
What Will rhode Sell at Sephora Europe?
The Sephora assortment will include some of rhode’s best-known skincare products alongside its makeup offerings.
Get Elia Raza’s stories in your inbox
Join Medium for free to get updates from this writer.
Customers can expect the brand’s core skincare range, its pigmented blush products, as well as the newer Pocket Bronze and Highlight Milk collections.
The physical rollout will also bring rhode’s recognizable retail aesthetic into Sephora stores. According to the brand, its signature grey, glossy visual identity and soft-edged fixtures will be adapted specifically for the European Sephora environment.
From Direct-to-Consumer (DTC) Brand to Global Retail Player
The Sephora expansion represents another step in rhode’s evolution from a primarily direct-to-consumer beauty brand into a global retail business.
Founded by Hailey Rhode Bieber in June 2022, rhode initially built its identity around a tightly curated skincare range before expanding into hybrid makeup. The brand has since developed a strong following around products such as its peptide lip treatments, blushes and skincare essentials.
Its relationship with Sephora has already expanded beyond Europe. rhode launched with Sephora in the U.S., Canada and the U.K. in 2025, while the brand also expanded into Australia and New Zealand through MECCA.
The European rollout now gives rhode access to consumers across 19 additional countries, significantly increasing its physical retail footprint.
Why the Sephora Expansion Matters for rhode
For rhode, the move is about more than simply adding new points of sale. The Sephora partnership allows the brand to put its products directly in front of consumers who may have previously encountered rhode primarily through social media or online shopping.
That physical presence also comes as rhode continues to expand under the ownership of e.l.f. Beauty, which acquired the brand in 2025.
With its September 30 launch, rhode will add another major chapter to its international expansion, moving from a viral beauty brand built largely online to a more established global retail name with a presence across some of Europe’s biggest beauty markets.
For European beauty shoppers, the wait is now almost over: rhode arrives at Sephora on September 30, 2026.
