Rhode Expands to Sephora Across 19 European Markets

Hailey Bieber’s beauty brand Rhode began its exclusive Sephora rollout across continental Europe on Wednesday, Sept. 30, reaching more than 500 stores and online shops in 19 new markets, WWD via Yahoo Finance and a Business Wire release reported.

The markets include Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey. Until now, European shoppers could buy Rhode primarily through rhodeskin.com; the brand first entered Sephora in the U.S., Canada, and the U.K. in 2025 and is described by Sephora as a top-selling beauty brand in those locations, both outlets noted.

Sephora will stock Rhode’s core skincare and hybrid makeup, including Pocket Bronze and Highlight Milk, plus Europe/U.K. exclusives such as Pretzel Peptide Lip Tint (now joining the global core), a Pretzel Baby Bubble Bag, and a limited return of Peptide Lip Tint in Lemontini, the Business Wire release said. A Paris activation includes a Café Rhode pop-up at 42 Rue Bonaparte and a Champs-Élysées store takeover with oversized product installations, WWD reported.

Bieber, Rhode’s founder and chief creative officer, said expanding into Sephora Europe felt “a little bit extra special” because many customers will get their first in-store experience with the brand. Co-founder Lauren Ratner and CEO Nick Vlahos framed the move as intentional after building demand direct-to-consumer; Sephora Europe and Middle East president Catherine Spindler said Rhode’s social-first model fits Sephora’s push for culturally relevant brands. The expansion follows e.l.f. Beauty’s 2025 acquisition of Rhode, the brand release noted.

For beauty-retail readers on Lifestyle, Wednesday’s doors mark Rhode’s largest physical leap since the North America/U.K. Sephora debut. Verified as of Sept. 30 reports: exclusive Sephora Europe launch live; 19 markets and 500+ doors; Paris café and Champs-Élysées takeover; Pretzel/Lemontini exclusives; e.l.f. Beauty ownership. How quickly in-store sell-through matches DTC hype will be the next retail metric to watch.