Hailey Bieber Trends as rhode Expands to 19 More European Markets
Hailey Bieber is drawing fresh attention as her beauty brand rhode officially expands into 19 additional European markets through Sephora, while the model and entrepreneur is also making headlines for a high-profile fashion appearance.
The retail expansion went live on September 30, 2026, giving shoppers access to rhode through Sephora online and in more than 500 stores across Europe. The timing has put Bieber back in the spotlight as both a beauty entrepreneur and fashion figure.
rhode Arrives at Sephora Across 19 New Markets
The latest rhode expansion covers Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey. Spain’s rollout also includes the Canary Islands.
The European launch follows rhode’s 2025 Sephora rollout in the United States, Canada and the United Kingdom.
Sephora’s European stores are carrying rhode’s core range, including skincare, blush and the newer Pocket Bronze and Highlight Milk collections. The company also announced exclusive items and returning limited-edition products for Sephora customers in Europe and the U.K.
For Bieber’s brand, the move represents a significant change in physical availability. rhode originally launched in June 2022 with a focused skincare lineup before expanding into hybrid makeup products.
Why Hailey Bieber Is Trending Now
The Sephora expansion arrives at the same time Bieber is receiving renewed fashion coverage.
On September 29, she attended an event at Harry’s Bar in London’s Mayfair wearing a champagne-colored, crystal-embellished slip dress from the Cerruti by Narciso Rodriguez Spring 1997 collection.
British Vogue reported that the dress was the same design worn by Carolyn Bessette-Kennedy for her 1996 wedding rehearsal dinner, making Bieber’s appearance a major archival-fashion moment.
The fashion story has continued into Paris Fashion Week coverage, where Bieber has appeared at the Saint Laurent Spring/Summer 2027 show. Her recent looks have also generated beauty coverage, including attention around her darker hair and manicure.
That combination helps explain the sudden interest around Bieber: her name is appearing simultaneously in beauty-business and fashion coverage, rather than because of one isolated celebrity appearance.
rhode’s European Expansion Comes After Its $1 Billion Acquisition
The Sephora rollout is also part of a larger business story.
In 2025, e.l.f. Beauty acquired rhode in a deal valued at $1 billion. The European Sephora expansion therefore comes roughly a year after the acquisition and represents another step in taking the brand into additional international retail markets.
According to e.l.f. Beauty, rhode’s Sephora expansion follows strong launches in North America and the U.K. The company said rhode ranked as Sephora’s number-one beauty brand in North America and the U.K. at the time of the September announcement. Those are company-reported figures rather than an independent assessment.
What Shoppers Can Expect
Rhode’s Sephora assortment includes products from its skincare and hybrid-makeup lines. Sephora’s current rhode selection includes products such as Glazing Milk, Barrier Butter, Pocket Blush and the Peptide Lip Collection.
The European launch gives customers in the 19 new markets a physical Sephora option rather than relying solely on rhode’s direct-to-consumer retail presence.
For Bieber, the timing is notable. Her beauty business is reaching a wider European retail audience just as her personal fashion appearances are creating another wave of media attention.
That overlap between rhode’s international expansion and Bieber’s latest fashion coverage is driving the renewed interest in her name now.
FAQs
When did rhode launch at Sephora in Europe?
Rhode launched at Sephora online and in most stores across the 19 new European markets on September 30, 2026.
Which European countries now have rhode at Sephora?
The expansion includes 19 markets: Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland and Turkey.
Who founded rhode?
Rhode was founded by Hailey Rhode Bieber and launched in June 2022.
What happened to rhode in 2025?
e.l.f. Beauty acquired rhode in 2025 in a deal valued at $1 billion.
Why is Hailey Bieber trending?
Her name is receiving attention from two developments at once: rhode’s September 30 European Sephora expansion and recent fashion appearances, including her wearing a 1997 Cerruti by Narciso Rodriguez dress associated with Carolyn Bessette-Kennedy.
