rhode will land in more than 500 Sephora stores across 19 European countries on September 30, 2026, ending its direct-to-consumer-only distribution model in the region.

Until now, European consumers could buy the brand exclusively through rhodeskin.com. That changes next autumn, when the label founded by Hailey Rhode Bieber broadens its physical footprint on the continent in one move.

The expansion follows rhode's rollout at Sephora in the United States, Canada and the United Kingdom during 2025. Europe becomes the fourth major market where the brand trades on Sephora shelves, extending a retail strategy that has already moved rhode beyond its digital origins.

The corporate backdrop matters as much as the shelf space. e.l.f. Beauty acquired rhode last year, and the Sephora expansion shows the buyer leveraging an established prestige-retail network to scale a brand that previously carried none of that overhead in Europe. For e.l.f., the move adds a high-visibility prestige-skewing name to its portfolio's international growth engine; for rhode, it trades margin structure for reach.

The switch carries practical weight for several professional audiences. European buyers and category managers at competing retailers now face a Sephora exclusive on one of the most talked-about skincare-adjacent makeup brands of the past two years. Distributors and parallel-market operators will watch whether rhode's prior DTC pricing holds as instore listing begins. And marketers tracking founder-led brands will read the September 30 date as a benchmark for how quickly an acquired indie label can move from e-commerce to more than 500 physical doors in a single region.

The date also gives industry watchers a concrete checkpoint: first sales data from the European Sephora rollout should emerge in e.l.f. Beauty's quarterly results following the launch, offering the next hard number on whether the acquisition's retail expansion strategy is paying off.