rhode, a skincare brand founded in 2022 by American model and socialite Hailey Rhode Bieber, recently announced that it will officially enter the Australian and New Zealand markets in 2026, following its expansion across North America and Europe.
Starting 12 February, rhode will begin selling directly to Australian and New Zealand consumers through its official website, giving the region access to the brand’s entire product lineup for the first time. Accompany the launch, founder Hailey Bieber will travel to Sydney for Vogue Australia’s inaugural Forces of Fashion conversation series.
At the same time, the brand will make its physical retail debut at MECCA, beginning with in-store launches at MECCA Bourke Street in Melbourne and MECCA George Street in Sydney.
As a typical “social-media-native” brand, rhode gained early attention through platforms such as Instagram and TikTok, leveraged by Hailey Bieber’s personal influence. Rather than relying solely on celebrity exposure, the brand consistently communicates a clear aesthetic concept of “simple, natural, and effortless beauty” with a unified and sharable social identity. In less than four years, the brand has grown rapidly, reaching over USD 200 million in annual revenue last year and later being acquired by e.l.f.
Instead of continuing with Sephora in North America, rhode partnered exclusively with MECCA, whose 18–44 audience mirrors its global focus on aesthetics, values, and quality. MECCA predicts a “back-to-basics” minimalist skincare trend, aligning perfectly with rhode’s concept.
rhode marks another major celebrity-founded brand to enter the Australian market through MECCA, following the retailer’s exclusive launch of Victoria Beckham Beauty last October. Founded by fashion designer and former Spice Girl Victoria Beckham, the label debuted across Australia and New Zealand with MECCA as its exclusive retail partner, gaining traction through TikTok-viral products like the Satin Kajal Liner and Cheeky Posh Blush Stick and its clean, luxury positioning.