Rhode beauty brand expands into Europe via Sephora

Hailey Bieber’s beauty brand, Rhode, has officially expanded into the European market through a major rollout at Sephora stores. Starting September 30, the brand is available in 19 new countries, including France, Sweden, Denmark, Portugal, Italy, and Spain.

To mark the launch, a pop-up Rhode Café was hosted in Paris, coinciding with Paris Fashion Week. The expansion includes a wide range of the brand’s signature skincare and makeup-hybrid products, such as the Glazing Milk, Pocket Blush, and Peptide Lip Tints. In some regions, exclusive items and limited edition colors have been released specifically for the European Sephora launch.

The brand, which was reportedly acquired by e.l.f. Beauty in 2025, aims to bring its viral social media aesthetic to physical retail locations across the continent, allowing customers to test products in person rather than relying solely on online orders.