Rhode Is Finally Coming to Europe — And Yes, Sweden Is on the List
Rhode is launching at Sephora across Europe on September 30, 2026. Here’s what’s coming to Sweden, what to expect and what to put on your wishlist.
Nayara Karlsson
9/28/20266 min read
If you've ever added something from Rhode to your wishlist only to remember the international-shipping part of the equation, I have good news.
Rhode is finally coming properly to Europe.
On September 30, 2026, Hailey Bieber's beauty brand will officially launch at Sephora online and in most stores across 19 new European markets — including Sweden, Denmark, France, Germany, Italy, Spain and Portugal.
And this feels like a much bigger beauty moment than simply having another brand arrive at Sephora.
Because Rhode has spent the last few years becoming one of those brands you somehow know even if you've never actually tried it.
The grey packaging. The glazed skin. The lip treatments. The phone case. The Pocket Blush.
We've watched it all from our screens.
Now we're finally getting the chance to see what the hype looks like in real life.
So, when exactly is Rhode launching in Europe?
Mark your calendar:
September 30, 2026.
Rhode will launch online and in most Sephora stores across 19 new European countries:
Belgium, Bulgaria, Croatia, Czech Republic, Denmark, France, Germany, Greece, Italy, Luxembourg, Monaco, Poland, Portugal, Romania, Serbia, Spain — including the Canary Islands — Sweden, Switzerland and Turkey.
For those of us in Sweden, this is particularly exciting because it changes the way we can actually shop the brand.
Instead of Rhode existing primarily as something we see in TikTok routines, GRWMs and American beauty hauls, we'll be able to walk into Sephora and actually experience the products ourselves.
Texture. Shades. Finish.
All those little things a TikTok video can't completely tell you.
Why has everyone been talking about Rhode?
Rhode launched in 2022 with a relatively small skincare collection and a very clear point of view: uncomplicated products, skin-focused formulas and an extremely recognisable visual identity.
Then came the Peptide Lip treatments.
Then Pocket Blush.
Then more colour.
And somewhere along the way, Rhode stopped feeling like simply another celebrity beauty brand and became part of the wider beauty conversation.
The brand's "glazed" aesthetic arrived at exactly the right moment. Beauty was moving away from complicated routines and heavy finishes towards hydrated skin, glossy lips and products that could sit somewhere between skincare and makeup.
Rhode understood that mood very well.
But I think there's another reason the brand became so successful:
Rhode made its products incredibly easy to want.
The packaging is recognisable. The product range is edited rather than overwhelming. The campaigns feel like something you'd save to a Pinterest board. And almost every launch seems designed to become part of the internet conversation.
Whether that automatically makes every product worth buying is another question.
And that's the part I'm more interested in.
What's actually coming to Sephora Europe?
The good news is that this isn't a tiny introductory edit with three products and a promise of "more coming soon".
Sephora is expected to carry Rhode's core assortment across Europe, including its skincare, Peptide Lip products and Pocket Blush, alongside newer launches such as Pocket Bronze and Highlight Milk.
So if you've been watching Rhode from afar, you'll finally have a proper opportunity to explore the brand rather than choosing from a handful of products.
And there are a few launch extras too.
Pretzel is coming back
If Peptide Lip Tint in Pretzel was one of those limited-edition products you missed, September 30 might be your second chance.
The warm, shimmery mauve shade with its caramel-glazed pretzel scent is returning with early access through Sephora Europe and the UK on launch day.
It then joins Rhode's permanent assortment globally in October.
Lemontini is returning too — but only for a while
The previously limited Peptide Lip Tint in Lemontini is also making a comeback for the European Sephora launch.
This one is different: the return is limited and exclusive to Sephora Europe and the UK.
So yes, this is one of the few places where I understand putting a reminder in your calendar if you already wanted it.
And there's a tiny Pretzel Bubble Bag
Because apparently our lip products also need accessories.
Rhode is introducing a limited-edition Baby Bubble Bag in Pretzel, created for the Sephora Europe and UK launch and available in selected stores and online.
Do we need it?
Probably not.
Is it cute?
Unfortunately, yes.
What would I put on my Rhode wishlist?
Here's where I'd resist the urge to buy the entire grey shelf just because it's finally available.
If you're discovering Rhode for the first time, I think the fun is choosing the products that actually make sense for your routine.
If you want the Rhode product everyone recognises: Peptide Lip
This is probably the easiest place to start.
The Peptide Lip line has become one of Rhode's signatures and gives you a relatively simple way to experience the brand without rebuilding your skincare routine around it.
If you're a lip-product person, I'd start here before filling a basket with five skincare products you've never tried.
If you're more interested in makeup: Pocket Blush
Pocket Blush is another product I'd want to see in person.
Blush is so dependent on undertone, pigmentation and finish that being able to swatch it at Sephora makes the European retail launch particularly useful.
This is exactly the kind of product I prefer choosing IRL rather than trying to decode fifteen TikTok videos under completely different lighting.
If your makeup philosophy is basically “skin, but better”: Highlight Milk and Pocket Bronze
These newer additions make sense within Rhode's entire aesthetic.
The brand isn't trying to build a traditional full-face makeup line. It's creating products around skin, warmth, glow and easy application.
If that's already how you like your makeup to look, these are probably more interesting than buying them simply because they're new.
And skincare?
This is where I'd slow down.
A viral skincare product is still skincare.
Your skin doesn't know how many views a product has on TikTok.
Look at your existing routine first. What are you actually missing? Hydration? Cleansing? Barrier support?
Then choose accordingly.
There's absolutely no reason to replace products that already work for you just because Rhode has finally arrived at Sephora.
One Swedish detail I noticed
The rollout is already becoming visible here.
Sephora Sweden has begun listing Rhode products ahead of launch. For example, Pineapple Refresh PGA Daily Cleanser is currently marked as coming soon, with sales scheduled to begin on September 30.
And this is the part of the launch I'm personally most excited about.
Not just being able to order Rhode.
Being able to browse it.
There is something very different about discovering beauty products in a physical store — particularly makeup. Seeing the actual colours, comparing shades and feeling textures before deciding what deserves a place in your routine makes the whole experience considerably less dependent on hype.
Rhode coming to Europe says something bigger about beauty right now
I also think this launch is interesting beyond the products themselves.
Rhode was built as a very social-first brand.
Its visual identity, launches, creator content and community have played an enormous role in creating demand long before many European customers had convenient physical access to the products.
Now that online desire is becoming physical retail.
And Sephora is bringing the brand into 19 European markets simultaneously.
That's quite a transition for a company that only launched in 2022.
Rhode also became part of e.l.f. Beauty in 2025 in a deal valued at $1 billion, making this European expansion part of a much bigger growth story.
For anyone interested in beauty marketing — not just beauty products — it's fascinating to watch.
But is Rhode actually worth the hype?
I'll tell you after I've tried more of it.
And I think that's the better answer.
The internet has already decided that Rhode is aesthetically desirable. Sales numbers and social media attention have made it very clear that people want the products.
But whether a cleanser, blush or lip tint deserves a permanent place in your routine is something completely different.
That's why I'm excited about having Rhode in Sweden.
We finally get to move beyond watching the hype.
We can swatch it. Test it. Wear it.
And decide for ourselves.
Rhode at Sephora Europe: the details
Launch date: September 30, 2026
Where: Sephora online and most stores across participating European markets
Sweden: Yes
Denmark: Yes
Portugal: Yes
European retail partner: Sephora
What to expect: Rhode skincare, Peptide Lip products, Pocket Blush, Pocket Bronze, Highlight Milk and selected launch exclusives.
I'll be keeping an eye on the Swedish launch — and once I've had enough time with the products, expect the more important follow-up:
what's actually worth buying.
Because you know the rule around here.
We can love beautiful things without needing all of them.
