e.l.f. Beauty announced on May 1 2026 that its acquired brand rhode will be available at Sephora online and in most stores across Europe beginning this September. The expansion follows successful rollouts in the U.S., Canada, and the U.K. and marks the brand’s first entry into the European market through a major beauty retailer.
The move gives rhode access to Sephora’s extensive retail network, which includes over 1,000 stores in Europe and a robust e‑commerce platform. By leveraging Sephora’s established customer base, e.l.f. aims to accelerate rhode’s brand awareness and sales momentum in a new geographic region.
The European rollout is part of e.l.f. Beauty’s broader strategy to grow its multi‑brand platform through strategic retail partnerships. The company has previously expanded rhode into U.S. and Canadian Sephora stores, achieving record sales and high‑margin growth. The European launch is expected to contribute significantly to the company’s revenue and margin targets for FY 2026 and beyond.
e.l.f. Beauty acquired rhode skincare in August 2023 as part of its strategy to expand beyond its core e.l.f. brand. The partnership with Sephora in Europe is a major operational milestone that expands the brand’s reach and supports the company’s growth objectives.
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