Hailey Bieber’s Rhode expands into Europe amid major brand milestones

By Nyima Jobe | Published: 8-Jul-2025
Distribution Skin Care

Rhode’s full collection of products heads to new European markets as the brand enters a bold new chapter

Hailey Bieber’s Rhode is expanding its line into the European market.

The beauty brand’s full collection will be available in Scandinavia, Denmark, Finland, Sweden and Netherlands, Austria, Greece and Poland.

Rhode said that the expansion will help to bring the brand's beauty essentials to consumers across Europe.

This news of European expansion comes after a busy few weeks for the Gen Z fan favourite brand.

Rhode recently teased a new Peptide Lip Tint accessory following on from the success of its viral phone case.

The beauty company and its founder shared pictures on Instagram on July 4 promoting its latest Peptide Lip Tint flavour, Lemontini, along with a Rhode-branded belly chain.

The gold chain wraps around the waste and features a chain mesh pouch for carrying the lip tint within, but the product was met with mixed reactions. 

The biggest news from the brand so far, however, is undoubtedly the acquisition of the brand my e.l.f. Beauty for US$1bn dollars.

Bieber, who co-founded the brand in 2022, will maintain her title as founder and also serve in the newly created roles of Chief Creative Officer and Head of Innovation at Rhode.

She has also been appointed as a Strategic Advisor to both Rhode and e.l.f. Beauty. 

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