Beauty brands are tapping into the European market despite reports of rising prices and weakening demands due to the Middle East conflict. Hailey Bieber’s skincare brand, rhode, is the latest to lead the massive wave of expansion through its rollout in the beauty retailer Sephora’s physical stores across Europe. The move marks another milestone in rhode’s partnership with Sephora following a “record-breaking” success in North America and the UK last year, showing the increasing importance of omnichannel strategy for rhode’s pursuit of continuous global growth.
Hailey Bieber, Founder, Chief Creative Officer, and Head of Innovation of rhode, said Sephora had been an important partner in translating her brand’s vision of “creating spaces that can bring people together” into actual physical spaces. “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,” she said in a press release.
The partnership brings rhode products to Sephora’s stores across 19 European countries: Belgium, Bulgaria, Croatia, Czechia, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, and Turkey. For loyal customers and Hailey Bieber’s avid followers, this means more accessibility to rhode’s lineups of skincare and makeup, which include “its glazed skincare essentials, iconic Peptide Lip line, and perfectly-pigmented blush”.
Priya Venkatesh, Sephora’s Global Chief Merchandising Officer, rhode’s arrival in Sephora’s store shelves represented another exciting step of bringing curated range of beauty brands directly to customers. “We’re beyond excited to welcome rhode to Sephora Europe as their exclusive retail partner in the region and our latest ‘Only at Sephora’ brand. We know there is already a huge number of European fans who can’t wait to shop rhode locally,” she said.
A key enabling factor of rhode’s expansion to Europe is, first and foremost, its $1 billion acquisition by e.l.f Beauty last year. No less than $800 million of that payment was in cash and stock, providing rhode with the capital needed to broaden its reach to new territories.
The retail relationship with Sephora presented a promising opportunity to scale globally, thanks to the presence of the retailer’s 3,200 stores and iconic flagships across 36 markets. Trust remains high following rhode’s “strong retail sell-through in Sephora North America” and “a record-breaking launch in Sephora UK” in November 2025, according to e.l.f Beauty Chairman and CEO, Tarang Amin. The partnership contributed to $128 million in the cosmetic company sales growth in the three-month period ended December 31, 2025.