Hailey Bieber’s skincare brand, rhode, is expanding into Europe through Sephora’s physical stores across 19 countries, marking a key step in its global omnichannel strategy. The move follows a record-breaking launch in North America and the UK in 2025, and is enabled by e.l.f. Beauty’s $1 billion acquisition of rhode last year, which provided capital for international growth. Rhode products, including its Peptide Lip line and skincare essentials, will be available in Sephora stores in Belgium, Bulgaria, Croatia, Czechia, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey. Sephora is the exclusive retail partner for rhode in Europe, under the ‘Only at Sephora’ program. The partnership contributed $128 million in sales growth for e.l.f. Beauty in the quarter ending December 31, 2025. Hailey Bieber, founder and chief creative officer, said Sephora has been key in bringing her brand’s vision to physical spaces. Priya Venkatesh, Sephora’s global chief merchandising officer, expressed excitement about offering rhode to European fans locally. The expansion leverages Sephora’s network of 3,200 stores across 36 markets.
Source: Read the original report | Published: May 06, 2026