Following its 2025 rollout with Sephora in the U.S., Canada, and the U.K., the beauty brand founded by Hailey Rhode Bieber will be available at Sephora online and in most stores across Europe beginning this September.

This expansion builds on rhode’s strong performance in North America and the UK, alongside its recent $1B acquisition by e.l.f. Beauty.

Launched in June 2022, rhode began with a curated lineup of efficacious skincare, expanding into hybrid makeup.

“We’re excited to continue expanding our retail presence with Sephora across Europe, building on the momentum we’ve seen in the U.S., Canada, and the U.K. Last summer, bringing the world of rhode to Mallorca with our rhode summer club was a meaningful moment for us. It gave us the opportunity to connect more deeply with our European community and allow them to experience the brand in real life. As we look ahead, we’re focused on continuing to grow thoughtfully across Europe, creating experiences that feel true to rhode and resonate with our customer wherever they are,” said Lauren Ratner, Co-Founder, President and Chief Brand Officer of rhode.

According to rhode, there are strong synergies between the brand’s community-driven approach and Sephora’s global reach. “Community engagement is what rhode does best, and this partnership is expected to introduce the brand to a broader audience of beauty consumers across Europe,” they said.

“rhode’s social-first model, which has fueled viral demand and built a highly engaged global audience, resonates with Sephora’s commitment to bringing innovative and culturally relevant brands to our beauty community in the region. This launch further strengthens Sephora’s role as a leading platform and partner for the most influential brands and creators in the region,” highlighted Catherine Spindler, President of Sephora Europe & Middle East.

Following this rollout, rhode will be available at Sephora in Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including Canary Islands), Sweden, Switzerland, and Turkey, in addition to Canada, the United Kingdom, and the United States.