Rhode is officially going bigger — and this time, Europe is getting the full retail treatment.

As of September 30, 2026, Rhode is available online and in more than 500 Sephora stores across 19 new European markets, marking the brand’s first physical retail presence across continental Europe. The expansion follows Rhode’s 2025 rollout at Sephora in the United States, Canada and the United Kingdom — and it turns what began as a tightly edited, direct-to-consumer beauty brand into a genuinely global retail player.

From viral beauty brand to global retail force

Rhode launched in 2022 with a small collection of skincare focused on barrier support, hydration and that now-signature glazed finish. The brand later moved into hybrid makeup with products such as Pocket Blush and its Peptide Lip range, while keeping the assortment intentionally edited.

That restraint has become part of the brand’s identity. Instead of trying to be everything at once, Rhode built a recognizable visual language, repeated hero products and a community that knew exactly what a new launch was supposed to feel like before it even hit checkout.

The Sephora Europe launch is bigger than a shelf placement

Rhode is arriving at Sephora in Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey. Sephora says the rollout spans more than 500 stores across Europe.

The brand is also leaning heavily into experience. Rhode’s glossy gray visual identity is being translated into dedicated retail spaces, custom store builds and large-format product installations. Sephora’s Champs-Élysées flagship in Paris is receiving one of the most visible takeovers, turning the store into an immersive Rhode environment rather than treating the launch like a standard gondola reset.

And yes, there are exclusives

To mark the launch, Sephora shoppers in Europe and the U.K. are getting early or exclusive access to several products. Pretzel Peptide Lip Tint is joining Rhode’s permanent global lineup, with early access through Sephora in Europe and the U.K. The Baby Bubble Bag arrives in a Pretzel shade as a limited Sephora exclusive, while the Lemontini Peptide Lip Tint returns in very limited quantities.

It is exactly the kind of launch strategy Rhode has become good at: take an already highly anticipated expansion, add scarcity, recognizable shades and collectible accessories, then give the community a reason to show up immediately rather than “eventually.”

Why this matters beyond Rhode

The interesting story here is not simply that Hailey Bieber’s beauty brand is opening in more countries. It is what Rhode’s growth says about the new beauty playbook.

Rhode was built social-first. Its products photographed well. Its campaigns were designed to travel through Instagram and TikTok. Its pop-ups became content destinations. The founder was inseparable from the brand’s aesthetic, but the products still had to develop identities of their own. By the time Rhode reached traditional retail, consumer demand had already been proven online.

That sequence matters. For years, beauty brands often used major retail placement to create awareness. Rhode essentially reversed it: build the audience first, create the cultural moment first, then let retail capture demand that already exists.

Then came the $1 billion acquisition

In 2025, e.l.f. Beauty acquired Rhode in a deal valued at $1 billion. Hailey Bieber remained deeply involved as founder, chief creative officer and head of innovation, while the brand gained access to the infrastructure of a much larger global beauty company.

One year later, the Sephora Europe expansion makes the logic of that acquisition easier to see. Rhode gets scale without abandoning the brand world that made it desirable in the first place.

The AURA take

I think the most interesting part of Rhode’s story is that the brand never really behaved like a traditional celebrity beauty line. It behaved like a modern lifestyle brand that happened to sell skincare and makeup.

The muted packaging, the phone case, the food-coded launches, the pop-ups, the tightly controlled color stories — they all created a world people wanted access to. Sephora is now scaling that world physically.

And that may be the real lesson for beauty brands watching from the sidelines: going viral can introduce a product, but building a recognizable world is what gives people a reason to keep coming back.

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Sources: Rhode/e.l.f. Beauty and Sephora announcements distributed via Business Wire; Sephora product listings; WWD coverage via Yahoo. Images are credited individually above.