Hailey Bieber’s fast-growing beauty brand Rhode is accelerating its international rollout, launching in Mexico—its first entry into Latin America—while simultaneously expanding into seven new European markets as parent company e.l.f. Beauty leans heavily on one of its most important growth engines.
Consumers in Mexico, Belgium, Bulgaria, Croatia, the Czech Republic, Portugal, Romania and Switzerland can now purchase Rhode products directly through the brand’s e-commerce platform, significantly broadening the reach of a business that has quickly become a standout performer within e.l.f.’s portfolio.
The expansion comes less than a year after e.l.f. Beauty acquired Rhode in a deal valued at approximately $1 billion and underscores the strategic importance of the brand to the company’s long-term growth plans. Rhode generated roughly $390 million in annualized net sales during e.l.f.’s fiscal 2026, growing 80% year-over-year and triggering a $57.6 million fair value adjustment tied to acquisition earnout targets due to stronger-than-expected performance.
For e.l.f., which reported fiscal 2026 net sales of $1.64 billion, Rhode now represents a meaningful contributor to both revenue growth and international expansion. CEO Tarang Amin recently highlighted Rhode and Naturium as key drivers of the company’s “whitespace opportunity” across categories and geographies.
The latest market expansion coincides with the launch of Rhode’s Summer ’26 collection, led by the brand’s first bronzer, Pocket Bronze, alongside new complexion, lip and accessory launches. The move reflects Rhode’s evolution from a minimalist skincare startup into a broader beauty brand spanning skincare, hybrid makeup and lifestyle accessories.
Since launching in 2022, Rhode has built a powerful social-first following and become one of the most influential brands in prestige beauty, ranking as the top skincare brand in the U.S. by earned media value, according to CreatorIQ. With international demand continuing to outpace its geographic footprint, the Mexico launch marks a pivotal step in extending Rhode’s reach beyond North America and Europe while giving e.l.f. another avenue for sustained global growth.
