If you have ever sat on the rhode waitlist wondering if the brand would finally make its way to Australia, your moment has arrived. Hailey Rhode Bieber’s cult beauty line is officially launching in Australia and New Zealand in February 2026, giving local fans access to the full rhode collection without international shipping headaches.
From Thursday February 12, the complete rhode range will ship directly to Australian and New Zealand customers via rhodeskin.com. Even better, rhode is also partnering exclusively with MECCA in the region, launching the same day online at mecca.com.au and in store at MECCA Bourke Street in Melbourne and MECCA George Street in Sydney. A wider in store rollout across most MECCA locations will follow on Friday February 13.
It is a move that feels long overdue. Australia has consistently been one of rhode’s most engaged markets globally, with local customers ranking first for international subscribers on the brand’s waitlist. In other words, Australians have been waiting very patiently.
Why rhode Has Become a Beauty Obsession
Since launching in June 2022, rhode has taken a refreshingly edited approach to skincare. Instead of overwhelming customers with endless product drops, the brand built a tight, purposeful range focused on skin barrier health, hydration, and everyday performance. The now iconic Peptide Lip line quickly became a global bestseller, followed by a growing line of skincare essentials and hybrid makeup products that blur the line between treatment and colour.
This carefully considered strategy has paid off. rhode is currently the number one skincare brand globally by earned media value and continues to deliver strong year on year growth according to CreatorIQ. In 2025, the brand reached another major milestone when it was acquired by e.l.f. Beauty in a deal valued at $1 billion.
What to Expect In Store at MECCA
At MECCA, customers will be able to explore rhode’s full core assortment, from the Peptide Lip treatments to the brand’s skin first makeup and barrier loving skincare. The in store experience will reflect rhode’s signature aesthetic, with glossy grey displays, soft sculpted edges, and the minimalist design language the brand has become known for.
For MECCA, the partnership is a natural fit. The retailer has long been a launchpad for cult beauty brands in Australia, and rhode slots neatly into its carefully curated mix of performance led skincare and modern makeup.
A Brand Built on Simplicity
rhode was founded with a simple mission, to make high performance skincare feel accessible, not intimidating. Each product is formulated with purposeful ingredients at effective levels, with a strong focus on nourishing and maintaining the skin barrier over time. It is a routine designed for real life, not ten step rituals that feel impossible to maintain.
As the brand prepares to meet its most enthusiastic audience yet, one thing is clear. rhode is not just launching in Australia and New Zealand. It is arriving with a community that has already been waiting for it.
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