Rhode is expanding into Latin America with a direct-to-consumer launch in Mexico.

Founded in 2022 by Hailey Rhode Bieber, Rhode has built a following through its skincare-focused beauty products and makeup offerings. The brand is sold through retail partners, including Sephora and Mecca, as well as pop-up activations globally.

The Mexico launch coincides with the release of Rhode’s Summer ’26 Collection, which features a curated range of bronzers, luminizers, and lip products.

The brand will also support the collection with shoppable activations across the US, Canada, and Europe.

“It’s about bringing the Rhode community together on a more global scale, not only further into Europe but also with our first introduction to the Latin American market,” said Hailey Bieber, founder and head of innovation at Rhode.

“Launching in Latin America is something we’ve dreamed about for a long time, and while this is just the first step, we can’t wait for the community in Mexico to experience the products and the world of Rhode firsthand.”

The expansion follows ELF Beauty’s $1 billion acquisition of Rhode last year, as the company looks to broaden the brand’s international reach.