Beginning Tuesday, June 9, 2026, the wonder model based by Hailey Rhode Bieber and now a part of e.l.f. Magnificence will likely be obtainable direct to customers in Mexico for the primary time, marking the model’s official entry into Latin America. As well as, rhode may even debut in seven European markets – Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland – as half as the rollout introduced this spring.
“That is such a particular milestone for us as a result of it’s about bringing the rhode group collectively on a extra world scale, not solely additional into Europe but in addition with our first introduction to the Latin American market,” mentioned Hailey Rhode Bieber, Founder, Chief Inventive Officer and Head of Innovation at rhode. “Launching in Latin America is one thing we’ve dreamed about for a very long time and whereas that is simply step one, we are able to’t anticipate the group in Mexico to expertise the merchandise and the world of rhode first-hand.”
Since its launch as a direct-to-consumer model in June 2022, rhode has considerably expanded its retail footprint by means of partnerships with chain magnificence shops equivalent to Sephora and MECCA, in addition to by means of pop-up shops all over the world.
On an annualized foundation in e.l.f.’s Fiscal 2026, rhode delivered some US$390 million in web gross sales — rising 80% 12 months over 12 months. In keeping with e.l.f., rhode additionally stays the No. 1 general skincare model within the U.S. by EMV and continues to ship important year-over-year development. [1]
This enlargement into new merchandise and territories follows e.l.f. Magnificence’s US$1 billion acquisition of rhode in 2025.
