Imagine a beauty launch so hyped that it draws crowds of eager teens and their parents, lining up hours before dawn, cheered on by store assistants wielding pom-poms. Sounds like a scene from a blockbuster movie, right? But this isn’t fiction—it’s the reality of Hailey Bieber’s skincare brand, Rhode, landing in Australia. And this is just the beginning of a story that’s as much about strategy as it is about glamour.
On February 12, 2026, Sydney’s George Street and Melbourne’s Bourke Street became the epicenters of beauty frenzy as Mecca stores welcomed Rhode’s official Australian launch. The excitement was palpable, with shoppers jostling to secure their favorite products. But here’s where it gets controversial: Is Rhode’s success purely a product of Hailey Bieber’s star power, or is there something more to this brand that’s captured the hearts of Gen Z? Let’s dive in.
Founded in 2022, Rhode has achieved what many international beauty brands take years—even decades—to accomplish. Compare it to Glossier, which took nearly a decade to reach Australian shores. Rhode’s rapid expansion is nothing short of remarkable. And this is the part most people miss: It’s not just about speed. Rhode’s strategic focus on a curated product range has been a game-changer. Starting with just three products—Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—the brand has grown intentionally, now boasting 10 skincare and makeup items. This slow-burn approach, guided by industry heavyweights like CEO Nick Vlahos and cosmetic chemist Ron Robinson, has paid off big time. By early 2025, Rhode hit over $212 million in annual sales, culminating in a $1 billion acquisition by e.l.f Cosmetics—just three years after its launch.
So, what’s the secret sauce? Rhode’s hero ingredient, peptides, has been central to its “glazed skin” aesthetic—a look that emphasizes healthy, glowing skin with minimal makeup. But here’s a thought-provoking question: In an era of over-saturated celebrity brands, why has Rhode stood out? Unlike many star-backed lines that overwhelm with endless options, Rhode’s tight edit and focus on quality have resonated deeply with skincare-obsessed Gen Z. Hailey’s massive social media following (over 72 million across Instagram and TikTok) certainly helped, but it’s the brand’s authenticity and efficacy that turned followers into fans.
Now, let’s talk exclusivity. Mecca has secured the rights to be Rhode’s exclusive retail partner in Australia and New Zealand, with the brand initially available in their Sydney and Melbourne flagship stores before rolling out nationwide. But is this exclusivity a smart move or a missed opportunity? While it creates a sense of prestige, it also limits accessibility—a point of contention among beauty enthusiasts. Interestingly, you can still shop Rhode directly online, so is the in-store hype really necessary? It’s a debate worth having.
Among Rhode’s standout products, a few deserve special mention. The Glazing Milk, a TikTok favorite, preps the skin for serums and moisturizers, leaving a smooth, glowing base. The Peptide Lip Tint, with its “glazed doughnut” effect, went viral for its hydrating formula and subtle color payoff. And let’s not forget the Peptide Lip Shape, which has redefined lip contouring with shades like Press and Lean. Even beauty editors—a notoriously hard-to-please crowd—unanimously rave about the Pocket Blush, praising its buildable, lit-from-within finish.
Hailey Bieber herself touched down in Sydney to celebrate the launch, making an appearance at the Rhode Bakery pop-up in Surry Hills. From February 12 to 15, fans could explore the collection while indulging in Rhode-themed treats like lamingtons and blueberry buttermilk waffles. But here’s the real question: As Rhode continues to expand globally, can it maintain its cult status, or will it become just another beauty brand? Only time will tell.
What’s your take? Is Rhode’s success a testament to Hailey Bieber’s influence, or is there more to the story? Share your thoughts in the comments—let’s keep the conversation going!
