Hailey Bieber’s Rhode Beauty Set to Launch in Australia
Australian beauty fans, get ready—Hailey Bieber’s cult-favorite brand Rhode is finally making its way Down Under. Starting February 12, Rhode’s full line of skincare and makeup hybrids will be available both online and in select Mecca stores in Sydney and Melbourne, with a broader rollout across other stores the following day. This marks a major moment for fans who have been eagerly awaiting access to the brand, which until now was largely limited to the Northern Hemisphere.
Rhode first burst onto the scene in 2022, quickly gaining a loyal following thanks to its “clean girl” aesthetic, simple yet effective formulations, and Bieber’s social media influence. The brand has become known for blending skincare and makeup into products that feel nourishing while still delivering visible results. Items like the Peptide Glazing Fluid, Glazing Milk, and Peptide Lip Treatment have sparked trends online, from the glazed donut skin look to the subtly lined lip craze. Rhode’s Pocket Blush and Peptide Lip Shape have also become staples for anyone looking for effortless, everyday beauty products that deliver a touch of luxury.
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The timing of the Australian launch is particularly notable. Bieber herself will be in Sydney for Vogue Australia’s first-ever Forces of Fashion conversation series, an event bringing together designers, cultural leaders, and industry insiders. Her presence adds a high-profile spotlight to the brand’s arrival and underscores Rhode’s positioning as a global beauty influencer, not just a celebrity vanity project. It’s also worth noting that Rhode’s expansion follows e.l.f. Cosmetics’ acquisition of the brand, which likely paved the way for its international growth.
For Australian consumers, this launch is more than just access to a new beauty brand. Rhode has cultivated a sense of community and excitement around its products, with every release generating significant buzz on social media. The arrival of the brand locally could influence beauty trends in Australia, inspire local copycats, and reshape what shoppers expect from hybrid skincare and makeup products. For Mecca, partnering with Rhode strengthens its reputation as the go-to destination for premium, globally relevant beauty products.
In short, Rhode’s Australian debut represents a key moment in both the brand’s expansion and the local beauty scene. Fans can expect a mix of familiar favorites and new releases, all packaged with the minimalistic, trend-forward style that has made Rhode a global sensation. With Hailey Bieber’s personal involvement and the brand’s carefully cultivated hype, it’s clear this launch is set to make waves.
So, starting mid-February, Australians will finally be able to experience Rhode firsthand—whether it’s the glazed skin trend, the perfect blush, or the latest lip innovation. And with the buzz that’s been building for months, expect stores and online platforms to be busy as this highly anticipated launch gets underway.
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