Hailey Bieber's Rhode Beauty Brand Launches Across 19 European Markets
Rhode, the beauty brand founded by Hailey Bieber, is now available exclusively across more than 500 Sephora stores in 19 continental European countries starting September 30. The expansion marks the brand's first major retail presence in Europe, where it was previously only available through its direct website. The move follows Rhode's record-breaking performance in the U.S., Canada, and U.K., where it has become the top-selling beauty brand since launching in Sephora locations in 2025.
Rhode's European expansion represents a significant milestone in the brand's growth trajectory since its 2025 launch in North American Sephora locations, where it rapidly achieved top-selling status. The brand's entry into 19 continental markets through over 500 Sephora stores marks a strategic shift from its initial direct-to-consumer model, which allowed founders to develop their customer base organically before pursuing broader retail partnerships.
Bieber and cofounder Lauren Ratner emphasize that the expansion reflects careful planning rather than rapid scaling. The company previously tested European consumer interest through a summer stations tour, which informed their decision to partner with Sephora for retail distribution. This phased approach enabled Rhode to maintain brand control and authenticity while extending accessibility to new geographic markets where customers previously could only purchase through the company's website.
Rhode's European retail expansion could influence how celebrity-founded beauty brands approach international growth, potentially encouraging similar founders to balance direct-to-consumer relationships with strategic retail partnerships. The move may also reshape Sephora's beauty portfolio in continental Europe by introducing a digitally native, socially-driven brand to regions where such models remain emerging. Consumers in these markets could benefit from increased accessibility to products previously available only through online channels, though competitive dynamics among beauty brands in Sephora locations may intensify.