Rhode beauty brand expands into 19 European markets via Sephora

Hailey Bieber’s cosmetics brand, Rhode, has launched in over 500 Sephora locations across 19 European markets, including France, Germany, and Italy. This expansion follows the brand's acquisition by e.l.f. Beauty in 2025 for $1 billion.

Originally built on a social-media-first model with a focus on viral, multifunctional products like the Peptide Lip Treatment and the Lip Case, the brand is now transitioning toward physical retail to scale its international presence. In Paris, the launch has triggered significant consumer demand, with reports of unprecedented crowds at the Sephora Opéra location.