Rhode, the viral beauty brand founded by Hailey Rhode Bieber, is making its highly anticipated debut in Sephora Europe this September 2026. Following record-breaking launches in North America and the UK, the expansion marks a pivotal moment for the brand that has taken the beauty world by storm. Ring sizes can be measured at home using string, paper strips, or printable guides, with UK sizes ranging from A to Z and half sizes available. Here is everything you need to know about Rhode at Sephora in 2026.
European Expansion: 19 Countries This September
Starting September 2026, Rhode will be available at Sephora online and in most stores across 19 European countries. The expansion includes Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including the Canary Islands), Sweden, Switzerland, and Turkey Nick Kamen now is remembered as the Levi’s icon who passed away in 2021 at age 59 after a secret battle with bone marrow cancer. This launch comes after Rhode’s explosive success in North America, where it became the largest brand launch in Sephora’s history .
When Rhode launched at Sephora in the US and Canada in September 2025, it became the biggest brand launch in the retailer’s history in North America . The UK launch that same fall was also the largest in Sephora UK’s history . Now, European fans will finally have local access to Rhode’s coveted products without relying on international shipping or trips abroad.
Hailey Bieber’s Vision: “Creating Spaces That Bring People Together”
Hailey Bieber has been intentional about Rhode’s growth from day one. “I’m so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing Rhode to more of our customers in a physical and IRL format,” she said in a press release. “We’ve been intentional about how and where we grow and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces” .
Lauren Ratner, Rhode’s Co-Founder, President and Chief Brand Officer, added: “Last summer, bringing the world of Rhode to Mallorca with our Rhode summer club was a meaningful moment for us. It gave us the opportunity to connect more deeply with our European community and allow them to experience the brand in real life. As we look ahead, we’re focused on continuing to grow thoughtfully across Europe” .
The Rhode x Sephora Partnership: A Perfect Match
Sephora has been instrumental in Rhode’s retail expansion. Catherine Spindler, President of Sephora Europe & Middle East, said: “We are thrilled to bring rhode to continental Europe following its record-breaking success in the U.S. and the U.K. 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” .
Priya Venkatesh, Global Chief Merchandising Officer of Sephora, added: “We’re beyond excited to welcome rhode to Sephora Europe as their exclusive retail partner in the region and our latest ‘Only at Sephora’ brand. We know there is already a huge number of European fans who can’t wait to shop rhode locally” . At Sephora, customers can expect the brand’s signature visual identity—classic grey glossy builds with sleek soft edges and mirror moments for content .
Products Available at Sephora Europe
Sephora will carry Rhode’s core product assortment, including its glazed skincare essentials, the iconic Peptide Lip line, and perfectly-pigmented blush . These include the viral Peptide Lip Treatments, Peptide Lip Tints, Pocket Blush, Glazing Milk, Barrier Butter, and Peptide Glazing Fluid .
In the US and Canada, Sephora carries 16 products from the Rhode line, including all three founding products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment . The European assortment is expected to be similar, though limited-edition products and curated sets remain exclusive to the Rhode website .
Peptide Lip Shape: Now Available at Sephora
The Peptide Lip Shape contouring lip shaper is one of Rhode’s newest products available at Sephora. Priced at $24.00, this clean, vegan lip liner combines soft-focus color with high-performance skincare . Formulated with peptides and fenugreek extract, it visibly enhances lip volume and softens lips for a smoother appearance . In a clinical study, 100% of users agreed their lips felt softer and smoother after 4 weeks of use .
Peptide Lip Tint: Nourishing Glaze
The Peptide Lip Tint, priced at $20.00, is a nourishing formula that hydrates and replenishes lips while leaving a glossy, high-shine finish . Available in shades including Raspberry Jelly (crushed berry), the formula contains peptides, shea butter, and vitamin E to smooth fine lines and protect against external stressors . This product is vegan, cruelty-free, and Clean at Sephora certified .
Sephora UK Boutiques: Rhode Coming to Scotland and London
UK fans will have even more access to Rhode as Sephora opens new boutique-style stores. Sephora’s St James Quarter Edinburgh store opens on July 9, 2026, spanning 4,961 sq ft. Its Glasgow Silverburn shop launches on August 13, 2026, spanning 5,048 sq ft . Both stores will sell Rhode alongside other exclusives including Haus Labs, Makeup by Mario, Merit Beauty, InnBeauty Project, Tower 28, and Half Magic for the first time in Scotland .
New boutique-style formats will also open on London’s Carnaby Street on July 23, 2026, and Old Spitalfields Market on July 30, 2026 . These openings mean even more opportunities for UK customers to experience Rhode in person.
Rhode’s Acquisition by e.l.f. Beauty: Fueling Global Growth
In 2025, e.l.f. Beauty acquired Rhode for $1 billion, marking a major milestone for the brand founded just three years earlier . The acquisition has accelerated Rhode’s global expansion, with Hailey Bieber remaining as founder, chief creative officer, head of innovation, and strategic advisor to e.l.f. Beauty .
Since launching in June 2022, Rhode has become the #1 overall skincare brand in the US by earned media value, according to CreatorIQ . Each launch has generated tremendous demand, inspiring shifts across the beauty industry and culture at large .
What Makes Rhode Different: The Social-First Model
Rhode’s success is built on its community-driven, social-first approach. The brand has cultivated a highly engaged global audience through viral product launches, influencer partnerships, and a strong digital presence. This approach has fueled demand for products like the Peptide Lip Treatment, which became a TikTok sensation and regularly sells out within hours of restocking .
Nick Vlahos, CEO of Rhode, said: “Bringing rhode to Sephora Europe is a key milestone in our global expansion. We believe Sephora’s strength in consumer engagement makes it the ideal partner as we expand internationally and bring rhode to life for a broader audience in Europe” .
What European Fans Can Expect
European customers can look forward to the full Rhode experience when the brand launches this September. Sephora will carry the core product range, allowing fans to test and purchase products in person for the first time across the continent . The rollout includes both online availability and in-store presence at most Sephora locations in the 19 countries .
This expansion follows Rhode’s successful summer club activation in Mallorca in 2025, which gave the brand an opportunity to connect more deeply with its European community . Now, that connection becomes permanent with retail availability across the continent.
Rhode Products at a Glance
Frequently Asked Questions
When will Rhode be available at Sephora Europe? Starting September 2026, Rhode will be available at Sephora online and in most stores across 19 European countries .
Which European countries will get Rhode at Sephora? Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain (including Canary Islands), Sweden, Switzerland, and Turkey .
What products will Sephora Europe carry? Sephora will carry Rhode’s core product assortment, including skincare essentials, the Peptide Lip line, and Pocket Blush .
Is Rhode available at Sephora in the UK? Yes. Rhode launched at Sephora UK in November 2025. New boutique stores in Edinburgh, Glasgow, Carnaby Street, and Spitalfields will also carry Rhode .
What is the price range of Rhode products? Rhode products range from approximately $16 for Peptide Lip Treatment to $36 for Barrier Butter .
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