The rhode Sephora Europe launch happened on September 30. Hailey Bieber’s skin care and makeup brand arrived at Sephora in 19 new countries, with more than 500 stores across the continent carrying the line.
The new markets are Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland and Turkey. They join rhode’s existing presence in the United States, Canada and the U.K.
What European shoppers will find
Sephora stores in Europe are stocking rhode’s core skin care and its blush, along with the newer Pocket Bronze and Highlight Milk collections. The brand is also releasing limited-edition items made only for its European and U.K. doors.
Shoppers who are not near a store can order online across the continent.
How rhode reached this point
Bieber founded rhode in June 2022. The brand later moved into what it calls hybrid makeup, products that blur the line between skin care and color.
In 2025, e.l.f. Beauty acquired rhode for $1 billion. The brand says it now ranks as the number one beauty brand at Sephora in North America and the U.K., and as the top skin care brand in the U.S. by earned media value, citing CreatorIQ.
Why the rhode Sephora Europe rollout matters
Adding 19 countries in a single day is a major step for a brand that is just over four years old. It also puts rhode in front of shoppers across much of Europe at once.
Closer to home, rhode’s Pocket Blush recently won Cream Blush in Los Angeles Magazine’s Best of Beauty 2026 awards. For more beauty business news, visit Style & Beauty.
Sources
- rhode via Business Wire: rhode Announces Official Launch Date for Its Retail Expansion in Europe with Sephora (Aug. 31, 2026)
- Los Angeles Magazine: 2026 Best of Beauty Award Winners
