Rhode, the beauty brand founded by model Hailey Bieber, would launch at Sephora online and in most stores across Europe starting September 30, according to Cosmetics Business. The brand, owned by e.l.f. Beauty, would thus enter 19 new European countries in late September.
This expansion would follow a rollout carried out with Sephora, a chain owned by LVMH, in the United States, the United Kingdom and Canada. D'après the same source, Rhode would have surpassed 10 million dollars in beauty sales at Sephora US within the first two days of its launch, and would have ranked as the number one brand at Sephora UK one week after its debut.
The 19 countries concerned by this entry would be Belgique, Bulgarie, Croatie, the République tchèque, Danemark, France, Allemagne, Grèce, Italie, Luxembourg, Monaco, Pologne, Portugal, Roumanie, Serbie, Espagne (Canaries included), Suède, Suisse and Turquie.
Flagship products and exclusives
To mark this international expansion, Rhode would offer its bronzers and luminizers, as well as exclusive items and the return of certain limited-edition pieces in Sephora stores across Europe and the United Kingdom. Ahead of the launch, consumers had been able to discover the brand through its "Summer Station" tour, during which Rhode had organized its first in-person activations in Amalfi, Italie, and in Copenhague, Danemark.
Hailey Bieber said she was excited to continue the partnership with Sephora: « I am so excited to continue our partnership with Sephora as we launch into retail in Europe, bringing Rhode to more of our customers in a physical and in real life (IRL) format. » She added that she had been intentional about how and where her brand grows, highlighting Sephora's role in translating her vision into physical spaces: « We have been intentional about how and where we grow, and believe in the power of creating spaces that can bring people together, and Sephora has been such an important partner in helping us translate our vision into physical spaces. »
