rhode, the skincare and makeup brand founded by Hailey Bieber, launched at Sephora in Europe on 30 September 2026. The debut is online and in more than 500 stores across 19 new markets, and it is the brand's first retail presence across continental Europe, according to the release published by Business Wire and Premium Beauty News.
The markets are Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland and Turkey.
There is no Middle East launch in this announcement, and the sources reviewed for this report do not mention one. The connection to the Gulf is indirect, and this report is clear about that. It matters because of who owns the brand and which retailer carries it.
From one website to 500 stores
Until now, rhode sold in Europe only through its own website, rhodeskin.com. According to Premium Beauty News, it launched at Sephora in the US, Canada and the UK in 2025. The brand itself arrived in June 2022 with a small skincare line and later added what the trade calls hybrid makeup, products that combine colour with skincare-style formulas.
The corporate story moved quickly. Premium Beauty News reports that e.l.f. Beauty acquired the brand in 2025 for US$1 billion. A little over a year later, rhode is being rolled out across one of the world's largest retail beauty networks.
The range sold in Europe is core skincare and hybrid makeup, and two new collections are part of the launch: Pocket Bronze and Highlight Milk. The Pretzel Peptide Lip Tint joins the global core line, with early access at Sephora in Europe and the UK.
What is exclusive to Sephora
Sephora shoppers get two limited items. One is a Baby Bubble Bag in Pretzel. The other is a return of the Peptide Lip Tint in Lemontini. Both are in very limited quantities, according to the release.
The retailer has also changed some of its stores for the brand. Premium Beauty News reports that select European stores are redesigned for rhode, with custom builds, bespoke facades and large 3D architectural installations of core products. In retail terms, it is a statement: the brand is getting its own space rather than a shelf.
What the people involved said
Bieber said, in the release, that her goal since starting rhode had been to bring the brand to more faces, places and spaces. Nick Vlahos, the brand's CEO, described the expansion to Premium Beauty News as a key step towards being a truly global, omnichannel business, meaning one that sells equally well online and in stores.
Catherine Spindler, Sephora's President of Europe and Middle East, said Sephora was thrilled to bring rhode to continental Europe after what she called its record-breaking success in the US and the UK. The success is her characterisation, and the sources do not give sales figures.
The Gulf connection, stated carefully
Two facts connect this launch to the region, and neither is a launch announcement. First, Spindler's title includes the Middle East, so the executive who announced the European launch also has the region in her remit. Second, e.l.f. Beauty, rhode's owner, launched across the GCC exclusively with Sephora in November 2025, according to the headline of a Business Wire release.
Neither the rhode release nor Premium Beauty News announces a Middle East launch for rhode, so this report offers no date and no list of countries. What can be said is that the owner and the retailer already work together in the Gulf, and that the pattern of the brand's rollout, from the US and Canada to the UK and now continental Europe, has followed Sephora's markets.
Turkey is counted among the 19 European markets and sits at the edge of the region, but it is not the Gulf and its inclusion should not be read as a step towards it.
Why it matters
The brand has moved from a direct-to-consumer website to a major retail partner in a few years, and it has done so in a category crowded with celebrity-founded labels. A rollout across 19 markets at once is a large step.
For Gulf readers who already follow the brand, the practical situation is unchanged: there is no announced route to local shelves. The launch is worth watching as a signal of where the global makeup and skincare race is heading, and of how quickly a founder-led brand can be taken to scale by a larger group.
The confirmed news stops in Europe, and no source gives a timetable for the Gulf. For now, the facts are 19 markets, more than 500 stores and a retailer that readers in the region already know.
Sources: Business Wire, Premium Beauty News, Business Wire (e.l.f. Beauty GCC)