e.l.f. Beauty is expanding its rhode brand into 19 European countries through a partnership with Sephora. The retail launch is scheduled for September 30, 2026, across online platforms and physical stores. Major markets in the expansion include France, Germany, Italy, and Spain.
The move follows rhode’s 2025 retail debut in Sephora locations across the U.S., Canada, and the U.K. e.l.f. Beauty acquired the Hailey Bieber-founded brand in 2025 for up to $1 billion. The brand has since become a primary growth driver for the parent company.