• Hailey Bieber’s sell-out beauty brand rhode is finally launching Australia
• The US brand is set to launch its complete collection at Mecca from February 12

By CINDY TRAN, ASSOCIATE EDITOR- LIFESTYLE & SHOPPING, AUSTRALIA

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Hailey Bieber’s sell-out beauty brand rhode is finally coming to Australia – ending a three-year wait for the famous skincare and makeup range.

The highly requested collection, best known for its glazing milk toner, blush and lip tint, is set to launch at MECCA from February 12.

‘We are proud to announce our global expansion to Australia and New Zealandbringing the world of rhode to even places and faces,’ Hailey said.

‘When launching into the Australian market, we looked for a globally aligned partner and Mecca was that perfect fit.’

For years, fans have been begging rhode and Hailey Bieber to bring the curated line-up of products to Australia and New Zealand.

Up until now, it’s been hard for Aussie shoppers to buy the products, with many stocking up while visiting the US or forking out a fortune to have them shipped via third-party sellers.

But fans will no longer have to go through the trouble, with rhode launching at MECCA and the full collection available to ship directly to homes across Australia and New Zealand via rhodeskin.com.

Fans have expressed their excitement on social media after waking up to the major news, with one saying: ‘Dreams really do come true.’

‘The best news of 2026,’ another shared.

‘Yay! I’ve been waiting so long for this! Super excited,’ one revealed.

‘The news we’ve all been waiting for OMG,’ another suggested.

‘OMG this is seriously the best news ever! Been waiting years for this,’ one said.

‘Crying, screaming, throwing up,’ another shared.

‘Genuinely thank god. I was just having a breakdown about how I ran out of my glazing milk I got in the US,’ one added.

MECCA customers will be able to discover rhode’s assortment from the iconic Peptide Lip line to game-changing skincare essentials and perfectly pigmented blush.

The beauty giant will highlight the lineup and bring rhode’s visual identity to life through its signature glossy grey displays and soft, sleek edges.

‘rhode isn’t just a bestselling brand, it’s a cultural force shaping how a new generation thinks about skincare,’ Marita Burke, chief MECCA-MAGINATIONS officer, said.

‘This brand is leading the conversation that is defining global beauty, so we couldn’t be excited to welcome rhode to MECCA and to our incredible beauty-obsessed community.’

rhode was founded by Hailey Rhode Bieber in June 2022. She serves as the brand’s founder, chief creative officer and head of innovation, as well as a strategic advisor to e.l.f. Beauty.

Inspired to create products that truly work while remaining accessible to everyone, rhode is rooted in science and aims to simplify the often complex narratives surrounding effective skincare.

Formulated for a variety of skin types and needs using skin-loving ingredients, the range is designed as a daily routine that nourishes and supports the skin barrier over time.

In 2025, rhode was acquired by e.l.f. Beauty for $1 billion.