Rhode enters over 500 Sephora stores across 19 European markets

Rhode reaches 19 European markets through Sephora

Rhode has launched online and in more than 500 Sephora stores across 19 European countries, giving the beauty brand founded by Hailey Bieber a substantially larger retail footprint. Cosmetics Business reports that the rollout extends Rhode’s reach beyond its established presence in the US, Canada and the UK.

The launch covers Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey. The Spanish rollout also includes the Canary Islands, according to Cosmetics Business.

For Rhode, the agreement combines digital availability with a network where shoppers can encounter products in person. Rather than announcing a series of standalone shops, the brand is using an existing retail partner to reach customers across multiple markets through one coordinated expansion.

An e.l.f. Beauty brand builds on earlier European events

Rhode is owned by e.l.f. Beauty, while Sephora belongs to LVMH. The expansion brings together a founder-led beauty business and an established international retailer, with the relationship already operating in North America and the UK before this wider European launch.

Bieber remains closely involved in Rhode as founder, chief creative officer and head of innovation, alongside her role as strategic adviser to e.l.f. Beauty. Lauren Ratner is Rhode’s co-founder, and Nick Vlahos leads the company as chief executive, Cosmetics Business reports.

Rhode has previously used temporary experiences to meet European consumers. Ratner pointed to a Mallorca beach club held the previous summer and more recent summer stations on Italy’s Amalfi Coast and in Copenhagen. She said the latter events gave Rhode its first opportunities to engage directly with its communities in Italy and Denmark.

The retail push sits alongside other moves to connect beauty audiences with new shopping channels. Market Entry Wire previously reported on Boots’ planned 28 September TikTok Shop launch for own-brand beauty. The routes differ: Boots’ plan adds a social-commerce outlet, while Rhode’s latest expansion puts a digitally engaged audience within reach of a larger physical store network.

Executives focus on discovery, demand and customer contact

Bieber framed the European launch around access and experience, according to comments reported by Cosmetics Business. Her stated aim is to let more consumers discover and test Rhode products in shops, with Sephora helping create physical environments that reflect the brand’s identity. That places the in-store encounter, rather than distribution alone, at the centre of her account of the partnership.

Ratner described the rollout as a response to growth in Rhode’s European community over recent years. She characterised the reaction to its earlier events as particularly strong and positioned the Sephora expansion as a way to maintain contact with customers beyond those temporary gatherings. Cosmetics Business did not provide numerical measures of that community growth.

Catherine Spindler, Sephora’s president of Europe and Middle East, pointed to Rhode’s social-media-led approach as a source of demand and audience engagement. In comments carried by Cosmetics Business, she described the brand’s US and UK performance as record-breaking, although the supplied reporting gives no sales figures or benchmark for that claim. For Sephora, she presented the launch as reinforcing its role as a retail partner for prominent brands and creators.

Vlahos put the agreement in the context of Rhode’s ambition to operate globally across online and physical channels. His comments, reported by Cosmetics Business, emphasised opportunities for new consumers to interact with the brand directly, making customer engagement a stated objective alongside entry into additional countries.

Exclusive products and a Paris café support the rollout

Selected Sephora shops will receive Rhode-specific treatments, including custom-built retail spaces, altered façades and oversized three-dimensional installations based on key products, Cosmetics Business reports. These additions give the rollout a store-level marketing component beyond placing products on shelves.

Customers in the UK and Europe will also receive a distinct product offer. The limited-edition Lemontini Peptide Lip Tint is returning, a Baby Bubble Bag in Pretzel is being introduced, and shoppers will get access to Pretzel Peptide Lip Tint before its worldwide release. The source does not specify a date for that subsequent global rollout.

In Paris, Café Rhode will operate on Rue Bonaparte from 30 September to 4 October, with visitors invited to reserve tables at the bistro. The temporary venue adds a hospitality setting to the launch programme; Cosmetics Business’s supplied account does not state the year for those dates.

Café guests will receive customised postcards and a Rhode metro card. Taking the card to a participating Sephora store in Paris will entitle them to a skincare sample with a Rhode purchase, subject to availability. The offer creates a direct connection between attendance at the pop-up and a transaction at the retail partner.

For businesses planning UK or European entry, that purchase-linked incentive is a practical detail: a temporary brand experience can give visitors a specific reason to visit a permanent stockist. Rhode’s rollout provides an example of that approach, although the supplied reporting sets no sales target or timetable for measuring its results.