Rhode, the skincare brand founded by Hailey Rhode Bieber, is accelerating its international expansion with a direct-to-consumer launch in Mexico on June 9, 2026, marking its first entry into Latin America. Simultaneously, the brand is extending its European footprint into seven new countries: Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland. This move signals growing demand for premium aesthetic skincare in emerging markets, offering importers and distributors new channel opportunities.
Market signal
The expansion follows a growth plan announced in spring 2026 and underscores Rhode's strategy to consolidate its global positioning. The brand, now under e.l.f. Beauty after a $1 billion acquisition in 2025, is leveraging the group's international platform to accelerate geographic and product expansion. For overseas buyers, this indicates a shift toward direct-to-consumer models in key regions, potentially reshaping distribution dynamics for aesthetic skincare.
Financial performance
On an annualized basis for e.l.f. Beauty's fiscal year 2026, Rhode generated approximately $390 million in net sales, representing 80% year-over-year growth. The brand also claims the number-one position in the U.S. skincare market by Earned Media Value (EMV), maintaining a significant expansion pace. These figures highlight strong consumer demand and brand equity, factors that may influence sourcing and partnership decisions for clinic and retail buyers.
What buyers should watch
For importers and distributors in Europe and Latin America, Rhode's DTC launch in Mexico and seven European countries signals potential retail partnerships or local distribution opportunities. The brand's history of collaborations with Sephora and MECCA suggests future wholesale channels may open. Buyers should monitor regulatory requirements for skincare imports in these new markets and assess alignment with Rhode's premium positioning.
Sourcing context
Rhode's expansion is part of a broader trend of U.S. aesthetic brands targeting international markets post-acquisition. The e.l.f. Beauty acquisition provides Rhode with enhanced supply chain and distribution capabilities, which could streamline sourcing for overseas partners. Clinic and spa buyers may find opportunities to stock Rhode products as consumer demand grows, though direct-to-consumer sales may initially limit wholesale access.
Source: Read the original report | Published: June 09, 2026