Hailey Bieber’s Rhode Sparks Frenzy as It Officially Lands in Australia
Crowds lined the streets before sunrise as Hailey Bieber’s beauty empire officially touched down in Australia and the reaction was nothing short of electric.
In Sydney and Melbourne, young fans, many with parents in tow, queued outside Mecca stores hours before doors opened. By the time shutters rolled up, the energy felt more like a concert than a skincare launch. Inside, shelves were quickly surrounded, shoppers scanning for their must-have products, hoping stock would last. This is the power of Rhode, a brand that in just a few years has gone from startup to global sensation.
Founded by Hailey Bieber in 2022, Rhode entered the market with a surprisingly small lineup. Just a handful of skincare essentials. No overwhelming catalog. No complicated routines. The focus was clear, healthy, glowing skin. That simplicity resonated, especially with Gen Z consumers who crave effective formulas and clean branding. Peptides became the hero ingredient and the now famous “glazed skin” aesthetic turned into a social media phenomenon.
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The numbers tell the story. Within three years, the brand generated hundreds of millions in annual sales. In 2025, it was acquired in a billion-dollar deal, cementing Rhode as one of the fastest-growing celebrity beauty brands in recent history. That kind of momentum explains why its arrival in Australia has been treated as one of the biggest beauty moments of the year.
Exclusivity is also driving demand. Mecca has secured sole retail rights in Australia and New Zealand, at least for physical stores, creating scarcity and urgency. Limited access often fuels hype and hype fuels sales. At the same time, Rhode has expanded beyond skincare into hybrid makeup, products that promise glow and treatment benefits in one step. Items like the Peptide Lip Treatment, Pocket Blush and Glazing Milk have become viral staples online.
And the launch is not just about retail. In Sydney, a pop-up bakery collaboration has blurred the line between beauty and lifestyle, turning the brand into an immersive experience. It is clever marketing, designed for social sharing and long queues.
Why does this matter? Because it signals how modern beauty brands grow. Through social influence, tight product edits and experiential launches that feel cultural, not just commercial. Rhode’s expansion into Australia shows how quickly global demand can reshape local markets.
The frenzy may calm in the coming days, but the impact on Australia’s beauty landscape could last much longer.
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