Rhode is heading to Sephora Europe this September, marking the brand's most expansive retail move yet, spanning 19 countries across the continent as its exclusive "Only at Sephora" partner. Hailey Rhode Bieber's viral skincare brand just made its boldest move yet.
Following record-breaking launches with Sephora in North America and the U.K. , rhode is bringing its glazed, barrier focused beauty to Europe, and this time, the reach is massive. Starting September 2026 , rhode will be available online and
in most Sephora stores across Belgium , Bulgaria , Croatia , Czech Republic , Denmark , France , Germany , Greece , Italy , Luxembourg , Monaco , Poland , Portugal , Romania , Serbia , Spain (including the Canary Islands ), Sweden , Switzerland , and Turkey .
That's 19 new markets — all under Sephora's exclusive "Only at Sephora " banner. The expansion follows a remarkable run since rhode first entered physical retail with Sephora . The brand became the biggest brand launch in Sephora North America's history in 2025 , and when it debuted at Sephora U.K.
in November 2025 , it repeated the feat becoming the largest brand launch in Sephora U.K.'s history as well. That back to back record is what makes the European bet feel less like a gamble and more like a natural next step.
Hailey Rhode Bieber , Founder, Chief Creative Officer and Head of Innovation of rhode and Strategic Advisor to e.l.f. Beauty , said , "I'm so excited to continue our partnership with Sephora as we launch into retail in Europe , bringing rhode to more of our customers in a physical and IRL format…
