PARIS — Rhode continues to globetrot with Sephora, this time into continental Europe.

Starting Wednesday, the beauty brand founded by Hailey Bieber will be available exclusively at Sephora in most of the retailer’s stores — a bit more than 500 — across 19 new European markets and online there.

“It’s really exciting,” said Bieber, who serves as Rhode’s chief creative officer and head of innovation, as well as a strategic adviser to parent company E.l.f. Beauty.

“Every time we expand somewhere new, it feels just as special and exciting as the time before,” she continued. “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.

“That always makes me very giddy,” Bieber said, adding she adores thinking about customers being able to touch, see and feel the brand’s products in real life.

Until now in Europe, Rhode has been available on its own platform, rhodeskin.com. The wider rollout now includes Sephora doors in Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey.

Rhode launched in Sephora in the U.S., Canada and the U.K. in 2025. Cut to today, and it is the top-selling beauty brand in those locations.

“We are thrilled to bring Rhode to continental Europe following its record-breaking success in the U.S. and the U.K.,” said Catherine Spindler, Sephora’s president of Europe and the Middle East, in a statement. “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.”

“There has always been a global demand for Rhode, and European retail has been part of our plan from the beginning,” said Lauren Ratner, Rhode’s cofounder, president and chief brand officer. “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.

“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.”

Rhode does not take a cookie-cutter approach.

Bieber said: “Whenever we’re going into a new retail space in a new territory, I really like to make the experience different than the last and the experience special in a new way.”

She added that Rhode’s concept especially in the flagship Champs-Élysées store is conceptual and fun. “It’s shaped around this exclusive scent that we’re bringing back — this pretzel scent and this pretzel color,” Bieber said, describing it as “mauvy pink.”

In Sephora, Rhode maintains its visual identity, including the signature gray, glossy surfaces and soft edges.

“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 said. “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 include custom-made facades and large-scale 3D architectural installations of key products.

“The centerpiece is our takeover of Sephora’s Champs-Élysées [store] in Paris, which gives us the opportunity to turn one of Europe’s most iconic beauty destinations into a fully immersive Rhode world,” Ratner said. “It’s a place where our community can literally walk into the brand and explore it, not just shop it. It’s the next step in what we started with Sephora in the U.S., Canada and the U.K., and a new way for people to connect with Rhode in real life.”

Sephora will stock Rhode’s core skin care and hybrid makeup products, including the new Pocket Bronze and Highlight Milk collections. Helping to fete the launch will also be exclusive items at Sephora in Europe, including the U.K. These include the Pretzel Peptide Lip Tint that’s being added to the global core lineup after the exclusive introductions.

There are to be, as well, two limited-edition Sephora exclusives in the region: a new Baby Bubble Bag in Pretzel and the return of the Peptide Lip Tint in Lemontini in small quantities.

Lemontini had initially been a summer launch in Europe. “So it felt nice to be able to bring that back for people who didn’t have a chance to get their hands on it,” Bieber said. “It’s a great scent and a fun color.

“And then we’re bringing our little pretzel-colored Bubble Bag to Europe, and that’s also a fun thing,” she continued.

The three items will be available in select stores and online in the region.

“The demand for Rhode in Europe is already very strong,” said Nick Vlahos, chief executive officer of Rhode, adding about 74 percent of the brand’s social following is outside of the U.S. “What’s we’d like to do from a strategic perspective is we’ll go into these markets leveraging our direct-to-consumer model.”

Rhode then can partner with a retailer like Sephora “to create the surround sound that we want, where people can then experience the product in-store,” he said.

Bieber described Sephora as an amazing think-partner, letting Rhode run free with its concept.

“Every time someone steps into the world of Rhode, I want them to feel like they’re having a very specific experience,” she 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.”

Beiber said she’s proud of how they’ve done it. “I’m excited to keep ideating on the next concept — and the next concept — and the next doors that we enter into,” she continued. “It’s been super fun.”

To help celebrate Rhode’s opening in Sephora Europe, Café Rhode will be open Wednesday to Sunday in La Bonaparte, at 42 Rue Bonaparte, in Paris’ 6^th arrondissement. Each customer there will be gifted custom Rhode postcards and a Rhode metro card that can be used at participating Sephora stores in Paris to receive a skin care sample with any Rhode purchase while supplies last.

Also on Rhode’s horizon is Bieber’s annual birthday collection.

“I’m turning 30 in November, which is a very big birthday and milestone,” she said, adding entering a new decade feels new. “The last time that happened I was turning 20. I feel very far away from that time of my life and that age.”

The collection is to channel what Bieber experiencing, feeling and thinking while starting her next decade.

“I feel like Rhode has the ability to touch on so many different categories, even outside of skin care,” 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.”

Rhode first launched in June 2022 with skin care that then expanded into hybrid makeup. The brand is currently the top-ranked skin care brand in the U.S. by earned media value, or EMV, and continues posting strong year-over-year growth, according to CreatorIQ.

“Hailey’s vision from Day One has always been around driving, first and foremost, amazing products,” said Vlahos. “Second is ensuring that we can make these products then accessible, and creating this Rhode world beyond just direct-to-consumer. We want to make these products available to consumers throughout the world.

“We’ve had a lot of success over the last four years, since the inception of the company,” Vlahos continued, adding one year ago, in June 2025 before the acquisition was made by E.l.f. Beauty, Rhode was generating about $212 million in net sales. By this June, Rhode hit more than $500 million despite limited assortment and distribution.

As the business scales, there have been many proof points, including with Mecca in Australia and New Zealand, where it ranks first.

Rhode aspires to be the fastest beauty brand ever to surpass $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.”

That includes more store locations.

“There’s something really powerful about creating immersive worlds across new geographies and giving people the opportunity to experience Rhode beyond products themselves,” Ratner said. “Pop-ups create moments of discovery and connection, while Sephora makes it easy for our community to continue that relationship wherever they already shop.”