Hailey Bieber’s Rhode is growing its global retail presence as the brand is set to enter Sephora Europe later this year.
The e.l.f. Beauty-owned brand is due to be available online and in most Sephora store locations across Europe from autumn 2026.
The announcement is a continuation of the brand’s partnership with Sephora following success in the UK, US and Canada.
“I am so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing Rhode to more of our customers in a physical and IRL [in real life] format,” said Bieber.
“We have been intentional about how and where we grow and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces.”
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When is Rhode launching in Sephora Europe?
While no date has been confirmed, fans of the brand can expect to shop Rhode at Sephora US from September.
Rhode is set to launch in Sephora Europe stores in Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including Canary Islands), Sweden, Switzerland, and Turkey.
Lauren Ratner, co-founder, President and Chief Brand Officer of Rhode, added: “We are excited to continue expanding our retail presence with Sephora across Europe, building on the momentum we have seen in the US, Canada and the UK.
“Last summer, bringing the world of Rhode to Mallorca with our Rhode summer club was a meaningful moment for us.
“It gave us the opportunity to connect more deeply with our European community and allow them to experience the brand in real life.
“As we look ahead, we are focused on continuing to grow thoughtfully across Europe, creating experiences that feel true to Rhode and resonate with our customer wherever they are.”
Catherine Spindler, President of Sephora Europe & Middle East, said: “We are thrilled to bring Rhode to continental Europe following its record-breaking success in the US and the UK.
“Rhode’s social-first model, which has fueled viral demand and built a highly engaged global audience, resonates with Sephora's commitment to bringing innovative and culturally relevant brands to our beauty community in the region.
“This launch further strengthens Sephora’s role as a leading platform and partner for the most influential brands and creators in the region.”
Nick Vlahos, CEO of Rhode, continued: “Bringing Rhode to Sephora Europe is a key milestone in our global expansion.
“We believe Sephora’s strength in consumer engagement makes it the ideal partner as we expand internationally and bring Rhode to life for a broader audience in Europe.”
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