Rhode Lands in Latin America With Mexico, Plus 7 New European Markets
Rhode, Hailey Bieber’s e.l.f.-owned brand, entered Latin America via Mexico and added seven European markets, extending its push after e.l.f.’s $1B acquisition.
TL;DR — Rhode, Hailey Bieber’s e.l.f.-owned beauty brand, entered Latin America for the first time with a direct-to-consumer launch in Mexico, plus seven new European markets — extending its global push after e.l.f.’s $1 billion acquisition in 2025.
Hailey Bieber’s beauty brand keeps going global. In June 2026, Rhode entered Latin America for the first time and added seven European markets.
The expansion
Rhode — Hailey Bieber’s brand, owned by e.l.f. Beauty — made its first-ever Latin America move with a direct-to-consumer launch in Mexico, and added seven new European markets: Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania and Switzerland. The rollout, tied to a Summer ’26 collection, follows e.l.f.’s $1 billion acquisition of Rhode in 2025.
| Detail | |
|---|---|
| New region | Mexico (first in Latin America) |
| New EU markets | 7 (BE, BG, HR, CZ, PT, RO, CH) |
| Owner | e.l.f. Beauty (NYSE: ELF) |
| Acquisition | $1B (2025) |
The details
The launch went live June 9, 2026 on rhodeskin.com in local currency, paired with the Summer ’26 collection. Rhode’s earlier Sephora debut reportedly outpaced rivals like Rare Beauty and Fenty — momentum e.l.f. is now extending globally.
Why it matters
- Conglomerate scale. e.l.f. is rapidly globalizing a celebrity-founded brand.
- New growth frontiers. Mexico marks Rhode’s first Latin American market.
- Celebrity beauty endures. Rhode’s expansion shows staying power beyond the launch hype.
FAQ
Where is Rhode expanding in 2026?
Rhode entered Latin America for the first time with a direct-to-consumer launch in Mexico, and added seven new European markets — Belgium, Bulgaria, Croatia, the Czech Republic, Portugal, Romania and Switzerland — going live June 9, 2026.
Who owns Rhode?
e.l.f. Beauty (NYSE: ELF), which acquired Hailey Bieber’s Rhode for $1 billion in 2025. The global expansion is part of e.l.f. scaling the brand internationally.
Sources
- Business Wire — Rhode expands to Mexico and seven European countries
- e.l.f. Beauty — investor relations
Image: “Hailey Bieber (Rhode founder)” by Kevin Paul, CC BY 4.0, via Wikimedia Commons.
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