Rhode Heads to Sephora Europe: Launch Countries, Timing, and What's Confirmed
Rhode is expanding into Sephora stores across 19 European countries starting fall 2026, following record-setting debuts in the U.S., Canada, and the U.K.
Illustrative stock photo, not the featured product. Photo by Mockup Free / Unsplash · License
Rhode, the skincare and makeup brand founded by Hailey Bieber, is expanding into Sephora stores across Europe starting this fall. e.l.f. Beauty, which bought Rhode for $1 billion in 2025, announced the move on April 30, 2026, extending a retail partnership that already covers the United States, Canada, and the United Kingdom (rhode Continues Its Global Retail Expansion Into Sephora Europe).
Where Rhode is launching
Sephora will carry Rhode online and in most of its stores across 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. Those 19 markets join the U.S., Canada, and the U.K., where Sephora already sells the brand.
When the launch happens
e.l.f. Beauty set the timing for this fall, without naming an exact date or store count. Cosmetics Business, an industry trade outlet, published the same fall 2026 window a day after the announcement and noted that a firm date hadn’t been set yet (Hailey Bieber’s Rhode is coming to Sephora Europe, everything we know so far).
Why Sephora expanded the partnership
Rhode’s earlier launches gave Sephora a reason to keep growing the relationship. The brand’s 2025 debut was the biggest launch in Sephora’s North American history, and its November 2025 arrival in the U.K. was the largest in Sephora U.K.’s history. Catherine Spindler, president of Sephora Europe and Middle East, said Rhode fits the retailer’s roster of brands sold only at Sephora and known for a strong social following.
What Rhode plans to sell
Sephora’s European stores will carry Rhode’s core lineup: its skincare essentials, the Peptide Lip line, and its blush. The retail setup will use the same visual identity from the brand’s U.S. and U.K. locations, glossy grey fixtures with soft edges built for product photos and mirror selfies.
What isn’t confirmed yet
Neither company named an exact launch date, a store count, or which of the 19 countries get Rhode first. Rhode co-founder Lauren Ratner described the rollout as a gradual, market-by-market expansion rather than a single-day debut, and pointed to last summer’s Rhode pop-up club in Mallorca as an earlier step in building the brand’s European following.
Why the timing matters to shoppers
Search interest in Rhode on Google stayed elevated through April 2026, and TikTok posts tagged with #rhodeskin and #sephoraeurope, including several from Rhode’s own account, followed the announcement with reactions from shoppers in Germany, Sweden, and the U.K. asking when Rhode reaches their local Sephora. Rhode ranked first among U.S. skincare brands by earned media value on CreatorIQ’s March 2026 leaderboard, a sign the brand keeps drawing attention between launches.
Founded by Bieber in June 2022, Rhode grew from a small skincare line into one of the fastest-selling brands in Sephora’s history before e.l.f. Beauty acquired it in 2025. The European expansion marks the brand’s first push into stores outside North America and the U.K.