PARIS — Rhode, the celebrated beauty brand founded by Hailey Bieber, is continuing its aggressive global expansion strategy through a landmark partnership with Sephora, taking its footprint into continental Europe.
Starting Wednesday, the skin care and hybrid makeup brand will be available exclusively at Sephora in more than 500 stores across 19 new European markets, as well as online through the retailer’s digital platforms. The move marks a significant milestone for the brand, which has experienced meteoric growth since its initial inception in June 2022.
“It’s really exciting,” said Hailey Bieber, who serves as Rhode’s chief creative officer and head of innovation, in addition to acting as a strategic adviser to parent company E.l.f. Beauty. “Every time we expand somewhere new, it feels just as special and exciting as the time before. But I think being able to expand into Sephora in Europe feels a little bit extra special, because it’s going to be the first time so many people will have a retail experience with Rhode.”
Bieber added that the prospect of customers being able to physically touch, see, and feel the brand’s products in real life across such a vast new territory leaves her feeling “very giddy.”
Until this extensive continental rollout, European consumers could only purchase Rhode products directly through the brand’s proprietary platform, rhodeskin.com. The new brick-and-mortar and digital expansion encompasses Sephora doors in Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey.
This European debut follows closely on the heels of Rhode’s successful Sephora launches in the United States, Canada, and the United Kingdom in 2025. In those regions, the brand quickly ascended to become the top-selling beauty line in its respective retail locations, setting a high benchmark for the European rollout.
“We are thrilled to bring Rhode to continental Europe following its record-breaking success in the U.S. and the U.K.,” said Catherine Spindler, Sephora’s president of Europe and the Middle East, in a statement. “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.”
Behind the scenes, executive leadership at Rhode has carefully planned this calculated global trajectory. Lauren Ratner, Rhode’s cofounder, president, and chief brand officer, noted that international retail has always been a core component of the brand’s blueprint.
“There has always been a global demand for Rhode, and European retail has been part of our plan from the beginning,” Ratner said. “We’ve been eager to bring Rhode to Europe for a while, but we wanted to do it in a way that felt thoughtful and true to how we’ve built the brand. Selling directly to customers is how we built our community, and we were incredibly intentional about that. It gave us the opportunity to listen, learn, and really understand what our community wanted and needed.”
Ratner emphasized that while direct-to-consumer foundations built the brand’s loyal community, partnering with an established retail giant like Sephora allows Rhode to meet consumers seamlessly where they already prefer to shop.
“Sephora is the right partner for that,” Ratner added. “They believe in Hailey as a founder, they believe in the value of Rhode, and they give us the space to show up in our own way within their stores. Coming off the success of our global summer stations tour, particularly in Europe, the timing feels right.”
Rather than adopting a uniform, cookie-cutter approach to every store opening, Rhode has emphasized distinct, localized retail concepts for its physical spaces. Bieber noted that whenever the brand enters a new retail environment or territory, the objective is to craft an experience that feels entirely unique and specialized.
For the European launch, the flagship Sephora store on the iconic Champs-Élysées in Paris serves as a centerpiece, featuring a conceptual, playful design anchored by a specific seasonal theme and a signature color palette.
“It’s shaped around this exclusive scent that we’re bringing back — this pretzel scent and this pretzel color,” Bieber said, describing the distinct shade as a “mauvy pink.”
Inside Sephora doors, Rhode maintains its signature visual identity, defined by minimalist gray, glossy surfaces and soft edges. However, the physical buildouts go far beyond standard shelving to offer a fully realized brand experience.
“We’re taking the retail experience our community responded to in North America and the U.K., and bringing it to Europe at scale,” Ratner explained. “Building on what we learned from our first Sephora launches, we’ve created bespoke builds for Europe that give our community the opportunity to actually experience the products, rather than simply seeing them on a shelf.”
These bespoke installations feature custom-made facades and large-scale 3D architectural replicas of key products. The Champs-Élysées takeover transforms one of Europe’s premier shopping destinations into an immersive environment where shoppers can walk directly into the world of Rhode.
Sephora will stock Rhode’s comprehensive core skincare and hybrid makeup portfolio, including popular offerings like the Pocket Bronze and Highlight Milk collections. To celebrate the debut, the retailer will also offer exclusive items in Europe and the U.K., such as the Pretzel Peptide Lip Tint, which is officially being integrated into the global core lineup following its initial exclusive introduction.
Additionally, two limited-edition Sephora exclusives are rolling out across the region: a new Baby Bubble Bag in the signature Pretzel colorway, and a limited return of the Peptide Lip Tint in Lemontini.
“Lemontini had initially been a summer launch in Europe, so it felt nice to be able to bring that back for people who didn’t have a chance to get their hands on it,” Bieber said. “It’s a great scent and a fun color. And then we’re bringing our little pretzel-colored Bubble Bag to Europe, and that’s also a fun thing.”
Rhode executive leadership highlights that international demand has historically outpaced domestic reach, providing a solid foundation for this massive multi-country expansion. Nick Vlahos, chief executive officer of Rhode, noted that roughly 74 percent of the brand’s robust social media following resides outside of the United States.
“What we’d like to do from a strategic perspective is we’ll go into these markets leveraging our direct-to-consumer model,” Vlahos said. From there, partnering with an established multi-channel retailer like Sephora creates the necessary “surround sound” that allows consumers to interact physically with the products.
Bieber praised Sephora for acting as a collaborative and flexible partner, giving Rhode the creative freedom to execute its distinct vision within shared retail spaces.
“Every time someone steps into the world of Rhode, I want them to feel like they’re having a very specific experience,” Bieber said. “Getting to plan out the way the retail is going to look has been something that was a new undertaking for me when we were launching into retail. It allowed me to learn how to bring our world into a retail space that’s also surrounded by other amazing brands. It’s the world of Rhode existing inside the world of Sephora.”
She added that she is exceptionally proud of the execution and looks forward to brainstorming subsequent creative concepts as the brand continues to enter new doors.
To mark the launch celebrations in Paris, a temporary Café Rhode is open from Wednesday through Sunday at La Bonaparte, located at 42 Rue Bonaparte in the city’s 6th arrondissement. Visitors receive custom Rhode postcards alongside a specialized Rhode metro card redeemable at participating Paris Sephora locations for a complimentary skincare sample with any Rhode purchase, while supplies last.
Looking ahead, Rhode is also preparing for another major domestic and international milestone: Hailey Bieber’s upcoming milestone birthday.
“I’m turning 30 in November, which is a very big birthday and milestone,” Bieber said, reflecting on entering a new decade. “The last time that happened I was turning 20. I feel very far away from that time of my life and that age.”
The upcoming birthday collection is designed to reflect her current personal evolution, mindset, and creative vision as she steps into her thirties.
“I feel like Rhode has the ability to touch on so many different categories, even outside of skincare,” Bieber said. “That’s something we did very well with the phone cases. I’m excited for people to just feel like they’re in on the journey with me of entering into this new time of my life and see this collection, which I’ve been working on for a long time now in anticipation of my birthday.”
Since its inception in June 2022 as a focused skincare brand that later evolved into hybrid makeup, Rhode has maintained a dominant digital presence. According to data from CreatorIQ, the brand currently holds the top-ranked skincare position in the United States by earned media value (EMV) and continues to post impressive year-over-year revenue gains.
“Hailey’s vision from Day One has always been around driving, first and foremost, amazing products,” Vlahos said. “Second is ensuring that we can make these products then accessible, and creating this Rhode world beyond just direct-to-consumer. We want to make these products available to consumers throughout the world.”
Vlahos noted the company’s staggering financial acceleration over a short period. One year ago, prior to its acquisition by E.l.f. Beauty, Rhode generated approximately $212 million in net sales. By June of the following year, the brand surpassed $500 million in net sales, despite maintaining a relatively lean product assortment and targeted distribution model.
As the business scales globally, international markets have continually validated this momentum, including strong positioning alongside retail partner Mecca in Australia and New Zealand. With these milestones securely in place, Rhode maintains its long-term ambition of becoming the fastest beauty brand in history to surpass $1 billion in net sales.
“We are pacing very well, based on the growth numbers, to be able to achieve that ultimate goal that’s in front of us,” Vlahos said. “So a lot of opportunity ahead of us.”
Ratner echoed these sentiments, emphasizing that physical expansions remain vital to cementing consumer loyalty.
“There’s something really powerful about creating immersive worlds across new geographies and giving people the opportunity to experience Rhode beyond products themselves,” Ratner concluded. “Pop-ups create moments of discovery and connection, while Sephora makes it easy for our community to continue that relationship wherever they already shop.”
