Rhode, the beauty brand founded by Hailey Rhode Bieber and owned by e.l.f. Beauty, launched in more than 500 Sephora stores across Europe. The launch took place on September 30, 2026, marking Rhode’s first major retail presence on the continent and expanding its global footprint.
The European rollout follows e.l.f. Beauty’s acquisition of Rhode in 2025. The deal was valued at $1 billion. The launch builds on earlier Sephora rollouts in the United States, Canada and the United Kingdom, advancing Rhode’s global growth strategy under e.l.f. Beauty.