Hailey Rhode Bieber’s skincare and beauty empire, rhode, has officially crossed the Atlantic, marking a major milestone in the brand’s global trajectory. In a significant expansion, rhode is now available both online and across more than 500 Sephora retail locations throughout Europe, signaling a new chapter for the viral beauty brand.
This strategic move into 19 new European countries—including France, Germany, Italy, Spain, and Sweden—brings rhode’s high-performance skincare and hybrid makeup directly into the hands of a broader international audience. For fans in Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, Greece, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Switzerland, and Turkey, the wait to experience the brand’s “glazed” aesthetic in person is officially over.
Hailey Bieber, the brand’s founder, Chief Creative Officer, and Head of Innovation, described the expansion as a fulfillment of her core mission. “My goal since starting rhode has been to continue to bring the brand to more faces, places and spaces,” Bieber said in a statement. “Sephora has been an important partner in helping us translate our vision into physical spaces that feel distinctly rhode, and we’re excited for this next phase of growth.”
The in-store experience is designed to be as immersive as the brand’s digital presence. Known for a distinct visual identity characterized by sleek, soft-edged grey aesthetics, rhode is transforming select Sephora locations into branded sanctuaries. These custom builds will feature bespoke facades and large-scale 3D architectural installations of the brand’s core products. Notably, Sephora’s iconic flagship location on the Champs-Élysées in Paris is receiving a total takeover, turning the landmark beauty destination into an immersive “rhode world.”
To celebrate the European launch, the brand is rolling out its full core assortment, including the buzzy Pocket Bronze and Highlight Milk collections. Furthermore, the beloved—and highly anticipated—Pretzel Peptide Lip Tint is officially joining the global core lineup. As a special treat for the European and U.K. markets, rhode is offering early access to the Pretzel shade, alongside two limited-edition Sephora exclusives: a brand-new Baby Bubble Bag in a “Pretzel” colorway and the return of the fan-favorite Peptide Lip Tint in “Lemontini,” available in strictly limited quantities.
This aggressive expansion into Europe builds upon rhode’s existing retail footprint in the United States, Canada, and the United Kingdom. With a growing portfolio and a seamless bridge between digital hype and physical retail, rhode is firmly establishing itself as a permanent fixture in the global beauty landscape. For European consumers, the shift means the highly coveted “rhode glow” is now only a store visit away.
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