rhode, the skincare brand founded by Hailey Rhode Bieber and now part of e.l.f. Beauty, launched direct-to-consumer in Mexico on June 9, 2026, marking its first entry into Latin America and a wider European rollout. The expansion featured a simultaneous debut in seven European markets, including Belgium, Portugal and Switzerland, extending the brand’s e-commerce footprint. Since starting as a DTC label in June 2022, rhode scaled through retail partnerships and pop-ups and reported roughly US$390 million in annualized net sales in e.l.f.’s fiscal 2026. The rollout matters for consumers because it brings rhode’s skincare formulas and brand experience to new regional audiences, easing access and local availability while reflecting a broader trend of beauty brands accelerating international direct sales.
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Why This Trend Is Growing
- Cross-border Beauty DTC
- International skincare launches are shifting toward owned e-commerce channels that combine faster market entry, richer consumer data, and more localized brand control.
- Celebrity-led Global Scaling
- Founder-driven beauty brands are becoming global growth platforms as social influence, product credibility, and regional availability converge across new markets.
- Localized E-commerce Rollouts
- Regional storefronts, market-specific logistics, and local payment experiences are creating room for beauty brands to compete beyond traditional retail distribution models.
Industries Being Reshaped
- Skincare
- Premium skincare is increasingly shaped by digitally native brands that use international DTC access to redefine product discovery and consumer loyalty.
- Beauty E-commerce
- Online beauty retail is evolving through cross-border storefronts that reduce dependence on wholesale partners while expanding access to emerging consumer segments.
- Cosmetics Retail
- Traditional cosmetics retail faces new pressure as pop-ups, partnerships, and direct digital channels blend into more flexible international expansion strategies.
