Rhode lands in Sephora Europe, marking retail expansion with Café Rhode pop-up

By Lollie Hancock | Published: 30-Sep-2026

Hailey Bieber’s beauty brand is now available to shop via Sephora across Europe and the UK, with Rhode marking the next step in its global expansion through a pop-up bistro and in-store takeovers

Rhode’s highly anticipated European expansion has arrived as the e.l.f. Beauty-owned brand enters Sephora stores across the continent.

Rhode, founded by model and media personality Hailey Bieber, will now be available to shop both online and in over 500 Sephora Europe stores across 19 countries as it continues its global expansion.

Building on the brand’s presence in the US, Canada and the UK, consumers are now able to shop the brand in Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland and Turkey.

To mark the expansion, a selection of Sephora stores will be reimagined for Rhode with custom store builds, bespoke facades and large-scale 3D architectural installations of the brand’s core products.

Several exclusive items will also be on offer in the UK and Europe, including the return of limited-edition Peptide Lip Tint in Lemontini, a new Baby Bubble Bag in Pretzel and early access to Pretzel Peptide Lip Tint ahead of its global rollout.

Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.

Additionally, Rhode is opening the doors to Café Rhode on Rue Bonaparte, Paris, France, inviting fans of the brand to reserve a table in the bistro, running from 30 September to 4 October.

Guests of Café Rhode will receive custom Rhode postcards and a Rhode metro card to bring to a participating Sephora store in Paris for a skin care sample with any Rhode purchase, while supplies last.

“My goal since starting Rhode has been to continue to bring the brand to more faces, places and spaces,” said Bieber, founder, Chief Creative Officer and Head of Innovation of Rhode and Strategic Advisor to e.l.f. Beauty.

“This expansion across Europe allows more people to discover Rhode in store, try our products and experience the special, immersive moments we are creating for our community.

“Sephora has been an important partner in helping us translate our vision into physical spaces that feel distinctly Rhode and we are excited for this next phase of growth.”

Lauren Ratner, co-founder of Rhode, added: “We are excited to continue expanding our retail presence with Sephora across Europe, building on the momentum we have seen in the US, Canada and the UK.

“Over the past few years, we have seen incredible growth with the Rhode community across Europe.

“Last summer, we brought the world of Rhode to Mallorca with our beach club and this summer, our Rhode summer stations in the Amalfi Coast and Copenhagen gave us the opportunity to connect with our communities in Italy and Denmark in person for the first time.

“The response has been remarkable, and this next chapter with Sephora allows us to build on that momentum with our customers wherever they are.”

Catherine Spindler, President of Europe and Middle East for LVMH-owned retailer Sephora, said: “We are thrilled to bring Rhode to continental Europe following its record-breaking success in the US and the UK.

“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.

“This launch further strengthens Sephora’s role as a leading platform and partner for the most influential brands and creators in the region.”

Nick Vlahos, CEO of Rhode, added: “Expanding Rhode with Sephora in Europe is a key moment in our journey to being a truly global, omnichannel business.

“We are bringing our products to more countries, but we are also bringing the world of Rhode to life for millions of new consumers, giving them the opportunity to discover, experience and engage with the brand in person.

“Sephora has been an extraordinary partner in helping us build that connection, and we are excited to continue that momentum across Europe.”