Even though consumer goods aren't my preferred sector, I remain invested in e.l.f. Beauty.
Rhode, the cosmetics brand founded by Hailey Rhode Bieber and part of e.l.f. Beauty (NYSE: ELF), announced today that its collection of highly effective, skincare-focused products will be available starting Wednesday, September 30, 2026, at Sephora online and in most Sephora stores across Europe, following the brand’s launch at Sephora in the U.S., Canada, and the U.K. in 2025. This expansion through Sephora in Europe increases rhode’s global presence in brick-and-mortar retail and represents a significant next step for the brand.
Starting September 30, in addition to its existing markets in Canada, the United Kingdom, and the United States, rhode will be available at Sephora in 19 additional countries: Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland, and Turkey.
rhode’s expansion through Sephora in Europe builds on the brand’s years of momentum across the continent. Last year, rhode hosted a beach club in Mallorca, an immersive pop-up that brought the world of rhode to life for European audiences. This summer, the brand capitalized on this enthusiasm with the rhode Summer Station Tour along the Amalfi Coast and in Copenhagen, where many locals accepted the invitation to participate in rhode’s very first brand experiences in Italy and Denmark.
rhode will be available exclusively at Sephora in Europe, building on the strong partnership that has developed since the brand’s launch in 2025 through historic and unprecedented sales successes at Sephora in the U.S., Canada, and the U.K. To this day, rhode remains the No. 1 cosmetics brand at Sephora in North America and the UK.
