Hailey Bieber’s beauty brand rhode has widened its European retail footprint through Sephora. The company announced a 30 September 2026 launch in 19 additional countries, following its earlier Sephora rollout in the United States, Canada and the United Kingdom.
For readers following Bieber’s business career, the important change is distribution: a brand closely associated with online launches is reaching more shoppers through physical retail. The expansion concerns where rhode is sold, rather than a new change of ownership.
What the rhode Sephora Europe announcement confirmed
In its 31 August announcement, rhode set out plans for online availability and a presence in most Sephora stores across the new markets. France, Germany, Italy, Spain, Sweden and Switzerland were among the countries listed. The full list also included Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Greece, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia and Turkey.
The company said the assortment would include skincare and hybrid makeup, with Pocket Bronze and Highlight Milk among the collections mentioned. Local stock is a separate question from a national launch announcement; shoppers should check the relevant retailer’s listing before visiting a particular store.
Why the UK is a different part of the story
The United Kingdom was already part of rhode’s 2025 Sephora rollout. It therefore should not be counted as one of the 19 additional countries in this announcement. That distinction matters when headlines use “Europe” loosely: the 2026 expansion builds on an existing UK presence.
For a reader deciding where to shop, three details are more useful than a broad expansion headline: the country covered, whether the item is listed online, and the availability at the chosen branch.
How the expansion fits Hailey Bieber’s business journey
e.l.f. Beauty’s August 2025 results confirmed that its rhode acquisition closed on 5 August 2025. The consideration at closing was $800 million, with a potential additional earnout of up to $200 million tied to future growth.
Those are company transaction figures, not a verified statement of Bieber’s personal proceeds or net worth. A deal headline cannot establish an individual founder’s wealth without further information about ownership, taxes and other obligations.
The parent company’s August 2026 financial update also linked an adjustment to the acquisition’s contingent consideration to rhode revenue outperforming earnout thresholds. That is a reported accounting detail, rather than a forecast of what the European launch will achieve.
What to watch next
The useful follow-up will be confirmed retail availability and later company reporting on the brand’s performance. Expansion gives rhode a wider route to customers; its commercial outcome will need to be measured separately.
For the broader background, read our Hailey Bieber career and business profile.
Feature image: original conceptual illustration; not an actual rhode product photograph. Reporting checked on 12 October 2026.
