PARIS — Rhode is officially continuing its ambitious international rollout, bringing its highly sought-after skincare and hybrid makeup products to continental Europe through a major partnership with Sephora.
Starting Wednesday, the viral beauty brand founded by Hailey Bieber 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 extensive European footprint spans Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey.
For Bieber, who serves as Rhode’s chief creative officer, head of innovation, and a strategic adviser to parent company E.l.f. Beauty, the milestone represents an emotional and professional high point.
“It’s really exciting,” Bieber said. “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.”
She added that the prospect of customers finally being able to touch, see, and feel the brand’s products in real life across the region fills her with a sense of joy and anticipation. Until this rollout, European consumers could only purchase Rhode products directly through its standalone e-commerce platform, rhodeskin.com.
The European debut follows Rhode’s successful retail entries into the U.S., Canada, and the U.K. in 2025, where it quickly climbed the ranks to become a top-selling beauty brand in those respective markets.
Catherine Spindler, Sephora’s president of Europe and the Middle East, praised the collaboration in a statement. “We are thrilled to bring Rhode to continental Europe following its record-breaking success in the U.S. and the U.K.,” Spindler said. “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.”
Strategic Growth and Retail Philosophy
Rhode’s leadership team has long viewed European retail as an essential component of the brand’s overarching strategy. According to Lauren Ratner, Rhode’s co-founder, president, and chief brand officer, international demand has been robust since day one.
“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 sales laid the groundwork, meeting consumers where they already shop remains a priority. Choosing Sephora as a partner was a calculated decision rooted in alignment.
“At the same time, we’ve always wanted to meet people where they already shop and create new ways for them to experience the world of Rhode,” Ratner added. “Sephora is the right partner for that. 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 deploying a standardized, cookie-cutter layout across all doors, Rhode and its retail partners have embraced a localized, highly curated design approach. Bieber noted that whenever the brand enters a new territory, she insists on making the experience unique.
The flagship Champs-Élysées store in Paris serves as a prime example of this philosophy. The location features a conceptual and playful design centered around an exclusive, returning scent and color profile dubbed the "pretzel scent" and "pretzel color," which Bieber describes as a rich, mauvy pink.
Throughout the Sephora partnership, Rhode maintains its signature visual identity, defined by glossy gray surfaces and soft, rounded edges. However, the physical buildouts are customized specifically for the region.
“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 elements include custom-made facades and large-scale 3D architectural installations modeled after key products. The centerpiece of the launch is the complete takeover of Sephora’s iconic Champs-Élysées store in Paris, transforming the landmark retail space into an immersive Rhode universe where fans can walk directly into the brand’s aesthetic world.
Exclusive Offerings and Immersive Launch Events
To mark the continental European debut, Sephora will stock Rhode’s core skincare and hybrid makeup assortments, including the recently introduced Pocket Bronze and Highlight Milk collections. In addition to the permanent lineup, the brand is rolling out several regional exclusives and returning favorites.
Among the standout items is the Pretzel Peptide Lip Tint, which is transitioning into the global core lineup following its initial exclusive introduction. Furthermore, European shoppers will have access to two limited-edition region-specific exclusives: a new Baby Bubble Bag in the signature pretzel shade and a limited return of the Peptide Lip Tint in Lemontini.
Lemontini, which initially debuted as a seasonal summer drop in Europe, is making a comeback to satisfy fans who missed out on the initial release. Bieber expressed enthusiasm about bringing the shade back alongside the new pretzel-colored Bubble Bag, noting that both items bring fun scents and playful colors to the collection.
Nick Vlahos, chief executive officer of Rhode, highlighted that the brand’s international footprint is heavily supported by organic digital engagement. Approximately 74 percent of Rhode’s social media following is located outside of the United States.
“The demand for Europe is already very strong,” Vlahos said. He outlined the brand’s playbook: entering new markets by first establishing a strong direct-to-consumer baseline, and subsequently partnering with premier retailers like Sephora to generate physical "surround sound" that allows consumers to interact directly with the physical goods.
Bieber echoed this sentiment, praising Sephora for acting as an adaptable and collaborative partner that encourages creative freedom.
“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.”
To celebrate the launch week, Rhode opened a temporary pop-up experience dubbed Café Rhode at La Bonaparte, located at 42 Rue Bonaparte in Paris’ 6th arrondissement. Operating from Wednesday through Sunday, the activation gifts visitors custom Rhode postcards and specialized metro cards. These metro cards can be redeemed at participating Paris Sephora locations to receive a complimentary skincare sample with any Rhode purchase, while supplies last.
Scaling Up and Looking Ahead
The European rollout arrives as Rhode prepares for another major personal and professional milestone for its founder: Hailey Bieber’s 30th birthday in November.
“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 channel her current perspectives, feelings, and personal growth as she transitions into her thirties. Bieber hinted that the drop will continue Rhode’s trajectory of pushing boundaries beyond traditional skincare categories, drawing parallels to the massive success of the brand’s viral phone cases.
“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 launching in June 2022 with a targeted skincare range that subsequently expanded into hybrid makeup, Rhode has experienced meteoric financial and cultural growth. According to data from CreatorIQ, the company currently holds the position of the top-ranked skincare brand in the U.S. by earned media value (EMV), maintaining robust year-over-year momentum.
Vlahos noted that Bieber’s initial vision has always centered on product excellence paired with global accessibility. Financial figures underscore the brand’s rapid scaling. In June 2025, prior to its acquisition by E.l.f. Beauty, Rhode generated approximately $212 million in net sales. By June of the following year, net sales surpassed $500 million, driven by disciplined assortment strategies and targeted distribution.
Similar success stories have played out in other international markets, such as Australia and New Zealand, where Rhode secured the number-one ranking at Mecca. Looking ahead, executive leadership has set its sights on a historic milestone: becoming the fastest beauty brand ever to achieve $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.”
For Ratner and the rest of the executive team, physical activations and retail expansions remain central to that growth trajectory.
“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.”
