Rhode, the beauty brand founded by Hailey Rhode Bieber and owned by e.l.f. Beauty (NYSE: ELF), announced it will be available at Sephora online and in most stores across 19 European countries starting September 30, 2026.

The expansion covers 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. Rhode is already sold through Sephora in the United States, Canada, and the United Kingdom, following a 2025 rollout in those markets.

According to the press release, Sephora Europe locations will carry Rhode's core skincare products, blush, and the Pocket Bronze and Highlight Milk collections. Exclusive and limited-edition items will also be offered at Sephora in Europe and the U.K. to mark the launch.

The European retail expansion comes roughly one year after e.l.f. Beauty acquired Rhode for $1 billion in 2025. Rhode was launched in June 2022 and has since expanded from skincare into hybrid makeup products.

According to data from CreatorIQ, Rhode ranked as the No. 1 skincare brand in the U.S. by earned media value as of August 2026. The company also claims to be the top-selling beauty brand at Sephora in North America and the U.K.