Following a record-breaking debut at Sephora in the U.K., Rhode is accelerating its global ambitions with a sweeping expansion across Europe—marking a pivotal new phase for one of beauty’s most talked-about brands.
Founded by Hailey Rhode Bieber, Rhode will roll out online and into most Sephora doors across continental Europe this September, building on blockbuster launches in North America and the U.K. The brand’s U.S. and Canada debut stands as Sephora’s largest-ever North American launch, while its November 2025 arrival in the U.K. shattered records for the retailer in that market as well—underscoring Rhode’s rare ability to convert viral demand into retail performance.
The European push dramatically expands Rhode’s physical footprint, translating its digitally native, community-first model into immersive, in-store experiences. Known for its signature “glazed” aesthetic and tightly edited lineup of high-performance skincare and hybrid makeup, the brand has maintained outsized cultural relevance since its 2022 debut—now ranking as the No. 1 skincare brand in the U.S. by earned media value, according to CreatorIQ.
Executives point to strong alignment between Rhode’s engagement-driven strategy and Sephora’s global platform. The retailer will carry the brand’s core assortment—including its viral peptide lip treatments and glow-focused skincare—while bringing Rhode’s minimalist, content-ready visual identity to life in-store through sleek fixtures and social-friendly touchpoints designed to mirror its pop-up activations.
The expansion also signals momentum under new ownership. Following its $1 billion acquisition by e.l.f. Beauty in 2025, Rhode is entering its next growth chapter with increased scale—and a clear mandate to globalize. With distribution spanning markets from France and Germany to Spain and Sweden, the brand is poised to transform its online cult following into a truly international retail force.
