e.l.f. Beauty’s brand, rhode, officially launched in Mexico and seven European countries on June 9, 2026. This expansion marks the brand’s first entry into the Latin American market. The new European markets include Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland.
The global rollout coincides with the launch of rhode’s Summer '26 collection. This move follows e.l.f. Beauty’s acquisition of the brand founded by Hailey Rhode Bieber.
Rhode achieved approximately $390 million in net sales during fiscal year 2026. This figure represents an 80% increase year-over-year. The brand currently ranks as the number one skincare brand in the U.S. by Earned Media Value.