After three years of fervent requests from fans, Hailey Bieber's sell-out beauty brand, rhode, has officially confirmed its long-awaited launch in Australia and New Zealand.
The End of a Lengthy Wait for Fans
The highly sought-after collection, celebrated for its hero products like the Glazing Milk toner, peptide-infused lip tints, and perfectly pigmented blushes, will debut at beauty retailer MECCA from February 12. This move ends a period where Australian shoppers had to resort to stocking up during US trips or paying premium prices to third-party shippers.
Announcing the expansion, Hailey Bieber stated the brand looked for a 'globally aligned partner' for the Australian market, finding MECCA to be the 'perfect fit'. The full collection will also be available for direct shipping to homes across Australia and New Zealand via the official rhodeskin.com website.
Social Media Erupts with Excitement
The news sparked immediate celebration on social media, with fans expressing overwhelming relief and joy. Reactions ranged from calling it 'the best news of 2026' and 'the news we've all been waiting for' to more emotional responses like 'crying, screaming, throwing up'. One fan specifically mentioned their relief, having just 'run out of my glazing milk I got in the US'.
At MECCA, the brand will be presented through its signature glossy grey displays, bringing rhode's visual identity to life. Customers can explore the entire assortment, from the iconic lip line to skincare essentials.
A Billion-Dollar Beauty Phenomenon
Marita Burke, Chief MECCA-MAGINATIONS Officer, praised rhode as not just a bestselling brand but 'a cultural force shaping how a new generation thinks about skincare'. Founded by Hailey Rhode Bieber in June 2022, the brand is rooted in science and aims to simplify effective skincare routines. It was notably acquired by e.l.f. Beauty for $1 billion in 2025.
Rhode's products are formulated with skin-loving ingredients for various skin types, designed as a daily routine to nourish and support the skin barrier over time. Hailey Bieber serves as the brand's founder, chief creative officer, head of innovation, and a strategic advisor to e.l.f. Beauty.
