Anxious teens waited with their parents in a line that stretched down George Street in Sydney at 7.30am on Thursday, while Mecca store assistants brandished silver pom-poms, cheering them on as they entered the store. Inside, shoppers jostled, craning to see if the product they got up at the crack of dawn to secure was still in stock. Outside Meccaβs Bourke Street flagship in Melbourne, there were similar scenes.
Such is the effect of Hailey Bieber, and her skincare brand Rhode, which officially launched in Australia today.
The launch comes just one month after it was first announced that Rhode would be available in Australia and New Zealand, and itβs likely to be the biggest beauty event of the year.
Founded by Bieber in 2022, itβs a relatively quick turnaround for an international beauty brand to arrive in Australia, compared to brands like Glossier, which took the better part of a decade.
What is Rhode Beauty?
Rhode, which is made up of skincare and βhybridβ products (makeup that is formulated with skincare ingredients), quickly became one of the most successful brands in the industry.
Unlike other celebrity brands, which tend to have large ranges, Rhode started with a tight edit of just three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment.
In the years since, Bieber and her team β which includes chief executive Nick Vlahos who worked on Jessica Albaβs Honest, and cosmetic chemist Ron Robinson, who has worked with LβOrΓ©al and EstΓ©e Lauder β have grown the range slowly.
It now includes 10 items across skincare and makeup.
Their strategy has paid off. The brand reached more than $US212 million in annual sales by early 2025; in May that year, just three years after launching, e.l.f Cosmetics acquired it for $1 billion.
Whatβs so special about Rhode?
Relying on hero ingredients like peptides, Rhode has always pushed a βglazed skinβ look, which emphasises healthy-looking skin that requires minimal makeup.
As Bieber leveraged her social following of more than 72 million across Instagram and TikTok, the brand resonated strongly with skincare-obsessed Gen Z and quickly acquired a fervent fan base.
Why is Rhode only available in Mecca?
Mecca secured the rights to be the exclusive retail partner of Rhode in Australia and New Zealand. As of February 12, Rhode is available to shop via Meccaβs George Street store in Sydney and their Bourke Street flagship store in Melbourne, before rolling out to other Mecca stores on February 13.
While Mecca is the exclusive retail partner for Rhode, you can still buy the range directly from Rhode online.
What are the most popular Rhode products?
Glazing Milk
Designed to be patted into the skin after you cleanse, the Glazing Milk is probably one of the most commonly spotted Rhode skincare products in any TikTok βget ready with meβ video. It isnβt an essential skincare step, but fans love how it preps the skin ahead of serums and moisturisers, allowing your makeup to go on smoothly and help your skin glow.
Peptide Lip Tint
One of the first products launched by Rhode, the Peptide Lip Treatment and its tinted versions went viral for their hydrating capabilities and the βglazed doughnutβ effect they give your pout.
Formulated with peptides, shea butter, capuaΓ§u and babassu, it promises to plump, hydrate and offer a silky shine that isnβt too tacky. The Lip Tints are pigmented enough to give you some colour to feel put together. They became so popular that Bieber released a phone case that allows you to attach your Peptide Lip Tint to the back, so itβs always within reach.
Peptide Lip Shape
Rhodeβs Peptide Lip Shape has become synonymous with the concept of lip contouring, where you use a slightly darker shade of lip pencil to exaggerate your lips and add dimension. Infused with peptides to smooth the appearance of your lips, the most popular shades are Press (described as a warm pinky mauve) and Lean (warm medium brown).
Pocket Blush
Itβs rare for beauty editors to agree so unanimously about a single product, but in most reviews of the Rhode Pocket Blush, youβre likely to read the same thing: itβs one of the best cream blushes on the market. Made with peptides and tamanu oil, theyβre easily buildable and blendable, offering a lit-from-within look that isnβt matte or shimmery.
Will Bieber be visiting Australia for the launch?
Bieber touched down in Sydney on Wednesday, and will likely appear at the Rhode Bakery, an activation at A.P. Bakery in Sydneyβs Surry Hills. The pop-up will run from February 12 to 15, and customers can explore the Rhode collection alongside treats, including Rhode lamingtons and blueberry buttermilk waffles.
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