Hailey Bieber's Rhode brand international expansion

In mid‑July 2026, Hailey Bieber’s Rhode skincare line, now owned by ELF Beauty after a 2025 billion‑dollar acquisition, began rolling out through Sephora stores in the United States and Canada, with a nationwide U.S. launch slated for early September 2025. An exclusive partnership also introduced the brand to Italy, where it will be sold in Sephora outlets and online, highlighting its vegan, cruelty‑free formulas.

A few days later, the brand’s visibility broadened in the Balkans as Douglas launched a summer beauty collection that featured celebrity‑backed products. Hailey Bieber promoted Rhode’s Pocket Blush and Peptide Lip Shape in a no‑brush contouring tutorial that quickly spread across social media, sparking a regional trend for natural‑looking glow and driving further consumer interest in the line.

Together, the distribution deals and influencer‑driven marketing illustrate an ongoing strategy to extend Rhode’s reach beyond North America into Europe, leveraging both retail partnerships and celebrity promotion to capture Generation Z and holiday‑going shoppers.