Rhode is continuing its global expansion via beauty retailer Sephora as it gears up to enter 19 new countries in late September.
The e.l.f. Beauty-owned brand, founded by model Hailey Bieber, will be available to shop online and in most Sephora stores across Europe from 30 September.
This follows a successful rollout across the US, UK and Canada with LVMH-owned Sephora.
Rhode surpassed US$10m in beauty sales at Sephora US within the first two days of its launch, and secured the top spot as Sephora UK’s number one brand one week into its debut.
The 19 new European countries Rhode is entering are: Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including Canary Islands), Sweden, Switzerland and Turkey.
In the run-up to the launch, consumers were invited to enter the world of Rhode via its ‘Summer Station’ tour, during which the brand held its first in-person activations in Amalfi, Italy, and Copenhagen, Denmark.
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To mark the international expansion, Rhode will offer fan favourites, including its bronzers and luminizers, in addition to exclusive items and the return of some limited edition pieces to Sephora in Europe and the UK.
When the brand first announced its international expansion in March, Bieber said: “I am 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 in real life (IRL) format.
“We have been intentional about how and where we grow, and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces.”
Related content:
- The wait is over: Rhode’s highly-anticipated bronzers and luminizers launch
- E.l.f. Beauty sales soar 36% as Rhode’s new range delivers $27 million DTC sales in one day
- Why Hailey Bieber refused to sell Rhode for less than $1 billion
- Hailey Bieber’s Rhode delivers $10 million sales in Sephora debut
- The Rhode effect: Hailey Bieber’s beauty brand becomes Sephora UK’s bestseller
