Rhode Lands in Sephora Across 19 European Markets
Rhode, now at $500 million in net sales, launches exclusively in Sephora across 19 continental European markets with a Champs-Élysées takeover in Paris.
Updated
The takeaway
- Rhode enters more than 500 Sephora stores across 19 continental European markets starting Wednesday, after previously selling only via rhodeskin.com in Europe.
- Rhode's net sales grew from about $212 million in June 2025 to more than $500 million by June 2026, according to CEO Nick Vlahos.
- Europe-only launch items include the Pretzel Peptide Lip Tint, a limited-edition Baby Bubble Bag in Pretzel and the return of Peptide Lip Tint in Lemontini.
Rhode generated more than $500 million in net sales by this June — up from about $212 million a year earlier — and now the Hailey Bieber-founded brand is spending that momentum in continental Europe.
Starting Wednesday, Rhode is available exclusively at Sephora in a bit more than 500 stores across 19 new European markets, plus online there. The rollout 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. Until now, European customers could only buy Rhode on its own platform, rhodeskin.com.
"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 added: "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."
Rhode launched in Sephora in the U.S., Canada and the U.K. in 2025. It is now 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."
The brand does not replicate one concept everywhere. The flagship takeover at Sephora's Champs-Élysées store in Paris is built around an exclusive "mauvy pink" pretzel scent and matching color. "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," said Bieber.
Sephora will stock Rhode's core skin care and hybrid makeup, including the new Pocket Bronze and Highlight Milk collections. Europe-only items include the Pretzel Peptide Lip Tint, which joins the global core lineup after the exclusives, plus two limited editions: a Baby Bubble Bag in Pretzel and the return of the Peptide Lip Tint in Lemontini in small quantities. 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 that about 74 percent of the brand's social following is outside the U.S. The strategy pairs the direct-to-consumer model with Sephora to "create the surround sound that we want, where people can then experience the product in-store," he said.
Lauren Ratkaner — Lauren Ratner, Rhode's cofounder, president and chief brand officer — said the Champs-Élysées takeover turns one of Europe's most iconic beauty destinations into a fully immersive Rhode world. "It's a place where our community can literally walk into the brand and explore it, not just shop it," she said. Bespoke European builds feature custom-made facades and large-scale 3D architectural installations of key products.
To mark the launch, Café Rhode will be open Wednesday to Sunday at 42 Rue Bonaparte in Paris' 6th arrondissement. Customers receive custom Rhode postcards and a Rhode metro card redeemable at participating Paris Sephora stores for a skin care sample with any Rhode purchase, while supplies last.
Next on the calendar is Bieber's annual birthday collection. "I'm turning 30 in November, which is a very big birthday and milestone," she said. The collection will channel what she is experiencing and thinking entering her next decade, following the brand's expansion into categories beyond skin care, such as phone cases.
Rhode launched in June 2022 with skin care and expanded into hybrid makeup. It is currently the top-ranked skin care brand in the U.S. by earned media value, according to CreatorIQ. It also ranks first with Mecca in Australia and New Zealand. The company 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," said Vlahos.
Source: WWD
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Correspondent covering media and advertising at Eurasian Beauty Journal.
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