Hailey Bieber’s Rhode Debuts in Australia: MECCA Launch Ends Three-Year Wait and Shifts the Down‑Under Beauty Market

Table of Contents

1. Key Highlights
2. Introduction
3. Rhode’s product proposition and signature formulas
4. Why MECCA matters: distribution, discoverability and retail fit
5. Celebrity brands and the blueprint for global expansion
6. Pricing, value and what Australian shoppers should expect
7. Regulatory and formulation considerations for Australia and New Zealand
8. Supply chain, inventory and sustainability trade-offs
9. Competitor response and market positioning
10. Consumer behavior: why Aussies wanted Rhode here
11. Marketing: what to expect from the launch campaign
12. Potential risks and public scrutiny
13. What to buy first: guiding shoppers through the assortment
14. The broader business implications for e.l.f. Beauty
15. How this launch fits into Australia’s beauty evolution
16. A note on founder involvement and authenticity
17. Practical launch details and what to expect at MECCA
18. What success will look like for Rhode in Australia
19. The likely evolution of Rhode’s Australian presence
20. Closing reflections
21. FAQ

Key Highlights

• Rhode, Hailey Bieber’s skincare label, launches at MECCA across Australia and New Zealand from February 12, with direct shipping via rhodeskin.com ending years of reliance on third-party sellers.
• The brand, acquired by e.l.f. Beauty for $1 billion in 2025, arrives with signature items—Glazing Milk, blush and lip tint—bringing a celebrity-driven, prestige offering to an increasingly crowded Aussie beauty retail environment.
• The MECCA partnership signals strategic global expansion, raising questions about pricing, local regulation, competitor response and how celebrity brands translate into sustained retail performance outside the U.S.

Introduction

Hailey Bieber arrived in Sydney flanked by security and fans, wearing a statement belted jacket and the unmistakable intensity of a founder on a mission. Her brand, Rhode, will be available in MECCA stores and online from February 12, delivering product access that Australian and New Zealand customers have been asking for since Rhode’s debut. For consumers who previously paid steep third‑party shipping fees or waited for trips to the United States, this is a practical win. For the regional cosmetics market, it is a strategic moment: a high-profile, celebrity-led label backed by a major public company now competes directly with established prestige and local names on Australian shelves.

The move is more than a retail rollout. It illustrates how celebrity-founded lines evolve from social-media-driven desirability to global retail players, and how partnerships with entrenched local retailers become the preferred route to market. The MECCA launch is also a live test of whether Rhode’s branding and product assortment can translate outside its original market, and how consumers in Australia and New Zealand will respond when a curated, prestige skincare range becomes accessible without markup or complicated logistics.

Rhode’s product proposition and signature formulas

Rhode entered the market on a premise that blends clean-minimal packaging, simple routines and social-media-savvy storytelling. The brand is most widely known for three products frequently mentioned by fans and beauty editors: Glazing Milk, a hydrating toner/tonic product; a cream blush that doubles as a lip tint; and a standalone lip tint with a natural finish. These items captured attention for texture and finish—dewy, “lit-from-within” effects that suit social media-driven beauty trends emphasizing glow rather than heavy coverage.

Glazing Milk is positioned as a lightweight leave-on step, applied after cleansing to hydrate and create a luminous base for moisturizer or makeup. Its appeal comes from an accessible ritual: layer a small amount to add sheen and a soft-blurring effect. The blush and lip tint are presented as multiuse staples, reflecting a broader trend toward minimal, multifunctional products that reduce the number of steps and containers in a routine.

Consumer expectations for ingredients and performance have evolved. Shoppers now want active, gentle formulations with transparent labeling. Rhode’s marketing emphasizes skin-first priorities and a sense of uncomplicated luxury—packaging is pared back, copy is direct, and hero images highlight natural, youthful textures rather than heavily retouched faces. That approach contributed to Rhode’s appeal among a generation that values authenticity and convenience.

Rhode’s product line is not exhaustive; it is intentionally curated. That curation can be an advantage, creating a focused entry point for consumers and easing inventory management for retailers. For MECCA, stocking bestsellers acts as a trial for local demand, with the potential to expand assortments according to sales signals.

Why MECCA matters: distribution, discoverability and retail fit

MECCA holds a dominant position among Australia’s prestige cosmetics retailers. The chain functions as both a physical destination—stores in major shopping centers, travel hubs and flagship locations—and a digital storefront with significant reach. For many international brands, MECCA behaves as a gatekeeper to Australian prestige shoppers. Unlike general retailers, MECCA’s customer base seeks curated, higher-end beauty and trusts the retailer’s selection and editorial voice.

Partnering with MECCA solves several problems at once. First, it provides immediate retail visibility and credibility. A shelf in a MECCA store signals that a brand meets certain quality and marketing thresholds. Second, MECCA’s omnichannel capabilities—online fulfillment, local return handling, and in-store sampling—reduce friction for consumers hesitant to buy a new skincare item sight unseen. Third, MECCA can deploy targeted marketing and testers in top-performing stores to accelerate trial.

There are practical benefits too. For years, Australian shoppers relied on U.S. trips or third-party shipping to access Rhode, often paying significantly more after fees and exchange rates. MECCA’s local inventory eliminates those add-ons, making pricing more predictable and returns simpler. In effect, the partnership converts social demand into measurable, repeatable retail transactions.

This path mirrors other premium brands’ approach to Australia. Even brands with strong direct-to-consumer identities often partner with a prestige retailer for the first international step. It’s a familiar playbook: use a trusted local partner to translate brand language and absorb the logistical complexities of a new market.

Celebrity brands and the blueprint for global expansion

Rhode arrived in a crowded category but with distinct advantages: founder visibility, a modern aesthetic, and a social media footprint that translates to immediate consumer recognition. Celebrity-founded brands have followed various trajectories. Some, like Rihanna’s Fenty, rewrote category expectations—Fenty introduced broad foundation shade ranges and rapidly expanded to a global retail presence including Sephora. Others, such as Rare Beauty by Selena Gomez, differentiated through mission and cause-driven marketing around mental health. Then there are brands that prioritized direct-to-consumer scalability and influencer-led growth.

Rhode’s path is notable because it combined celebrity pull with strategic corporate backing. The 2025 acquisition by e.l.f. Beauty for $1 billion provided scale, operational expertise and distribution muscle. e.l.f.’s footprint and experience operating across price tiers allow Rhode to act with both brand autonomy and corporate support—an advantage that purely indie brands may lack.

The celebrity brand playbook typically includes:

• Founder-led storytelling and social proof. Public appearances, campaign imagery and founder interviews amplify brand values.
• Selective, high-impact product launches. Rather than an overwhelming product roster, a focused set of hero SKUs encourages trial and repeat purchases.
• Strategic retail partnerships. Collaborations with large, trusted retailers provide local infrastructure and marketing amplification.
• Iterative international expansion. Start in key markets, test assortments, then scale inventory based on demand signals.

Rhode adheres to this model. The MECCA launch demonstrates a calibrated rollout rather than an immediate full-scale global push. Watching how local consumers adopt Rhode will indicate whether the model scales outside markets with high brand affinity.

Pricing, value and what Australian shoppers should expect

One practical question for shoppers concerns price. Prestigious pricing in Australia must navigate exchange rates, import taxes, and retailer margins. Historically, many U.S. prestige brands end up more expensive in Australia once shipping and duties are applied. MECCA’s local distribution removes a significant portion of that markup, though premium positioning and retailer margins will still influence shelf prices.

Customers evaluating value should consider three dimensions: unit price, product efficacy, and repeatability. A small jar that performs consistently may be more economical over the long run than a budget product replaced frequently. Rhode’s aesthetic places it above drugstore lines but below ultra-luxury spa brands, occupying a mid-to-premium slot. That position aligns with e.l.f.’s broader portfolio strategy: keep premium credibility while reaching mainstream prestige shoppers.

Expect initial price parity with comparable prestige brands at MECCA; promotions and loyalty program offers will shape cost to the most engaged shoppers. MECCA’s loyalty model often translates to points or discounts that matter for higher-frequency buyers, and promotional cycles—seasonal sales, membership days—will be a key factor in Rhode’s uptake.

Real-world example: When Glossier expanded internationally, customers noted both excitement and sticker shock tied to local pricing. The brand leaned into U.S. price perceptions and relied on loyalty-driven promotions to sustain adoption. Rhode’s MECCA strategy likely anticipates similar dynamics, using early availability and brand buzz to create demand before pricing becomes a barrier.

Regulatory and formulation considerations for Australia and New Zealand

Cosmetic products entering Australia must meet local ingredient notification and labeling requirements. Australia’s industrial chemicals framework requires businesses to ensure product safety and compliance with national standards. For skincare brands, this involves verifying that ingredients are permitted for cosmetic use, that any active ingredients classified as therapeutic are handled appropriately, and that labeling meets local language and content rules.

New Zealand follows comparable standards. Brands must confirm that claims—such as “treats acne” or “sun protection”—do not cross into therapeutic territory without appropriate approvals. For typical cosmetic claims centered on hydration, glow, or tint, the regulatory path is straightforward, but brands still must be transparent about ingredients and directions.

From a consumer perspective, local compliance provides reassurance—products sold in MECCA have passed regulatory and retailer vetting. From a manufacturer’s perspective, adapting packaging, ingredient lists and documentation is a necessary part of international expansion. For brands under corporate ownership, like Rhode within e.l.f., centralized regulatory teams manage these complexities, reducing risk and ensuring consistent labeling across markets.

Supply chain, inventory and sustainability trade-offs

Launching in a new region requires supply-chain adjustments. Inventory must be allocated to Australian distribution centers or directly to retailer warehouses. Fulfillment speed, stock levels and replenishment systems determine whether a launch day buzz becomes sustained sales or a short-lived spike followed by backorders.

Sustainability considerations factor into contemporary consumer choices. Shoppers increasingly expect recyclable packaging, reduced single-use plastics, and transparent sourcing. Rhode’s minimal packaging aesthetic aligns visually with low-waste ideals, but the materials and end-of-life considerations matter to eco-conscious buyers. Brands often face trade-offs: premium finishes and protective packaging for fragile emulsions versus recycled materials that may compromise shelf appeal or cost.

Real-world comparison: When brands such as The Ordinary and Drunk Elephant scaled, they navigated consumer pressure to increase packaging recyclability while maintaining product integrity. Some brands introduced refill systems, centralized recycling programs, or more transparent supply-chain reporting. Expect Rhode and MECCA to address sustainability questions publicly as the brand’s footprint grows.

Competitor response and market positioning

Australia’s prestige beauty market features long-standing local and international brands. Aesop, an Australian-grown brand, has a distinct market position built on apothecary-style formulations and brick-and-mortar experiences. International houses—Estée Lauder, Charlotte Tilbury, Fenty, The Ordinary—occupy specific niches. Rhode’s arrival will be measured against several criteria: product efficacy, brand storytelling, price point, and the degree to which it resonates with local beauty rituals.

Competitors may respond in multiple ways:

• Promotional adjustments to retain lapsed customers tempted by Rhode’s launch.
• Product innovation aimed at similar “glow-first” aesthetics or multifunctional formats.
• Loyalty program incentives to maintain share-of-wallet.

Retailers like MECCA curate a complementary assortment, which mitigates direct clashes but also encourages cross-shopping. Rhode’s presence could spur incremental foot traffic and digital visits, benefiting other brands in-store.

An illustrative case: Fenty’s expansion into prestige retail drew high foot traffic and attracted shoppers to nearby counters, lifting adjacent brand sales. Rhode’s MECCA rollout might produce a similar halo effect, particularly if sampling and in-store demonstrations encourage trial across categories such as foundation, blush and serums.

Consumer behavior: why Aussies wanted Rhode here

Social media catalyzed desire for Rhode long before its local shelf debut. Fans praised product textures and the brand’s understated visuals. For years, dedicated consumers either purchased abroad or used freight-forwarding services that add cost and time. That created pent-up demand: purchasers willing to shoulder the hassle signaled a ready market for local availability.

Accessibility matters for trial. A skincare item that sits in a bathroom cabinet is more likely to be repurchased. A local return policy, easier exchanges and the chance to sample in person reduce the barrier to try a new brand. MECCA’s testing counters and trained consultants can demystify application rituals—demonstrating Glazing Milk’s layering, for example, or the proper application of cream blush to achieve the signature Rhode finish.

The psychology of celebrity brands is also relevant. Celebrity association accelerates awareness, but long-term retention depends on product performance and fit within a consumer’s routine. Australian shoppers tend to be both trend-aware and pragmatic: they pursue newness but reward consistent results.

Marketing: what to expect from the launch campaign

Hailey’s presence at arrival acts as the opening salvo. Expect a multipronged campaign: in-store exclusives, online landing pages, targeted email marketing to MECCA’s membership base, and social media content that leverages Hailey’s channels. MECCA will likely deploy sampling pods in top stores, digital-first tutorials and education from its beauty advisors.

Brand-building will emphasize experiential elements. Demonstrations of the Glazing Milk layering technique, before-and-after content using consumer-generated imagery, and user testimonials will all be part of the cadence. Public relations activities may include press previews, influencer seeding and potential in-person events where feasible.

Longer-term, the brand will need to transition from launch buzz to retention tactics: refill programs, travel-size SKUs, targeted promotions through MECCA’s loyalty system, and seasonal product drops that invite repeat visits.

Potential risks and public scrutiny

Celebrity brands attract scrutiny alongside enthusiasm. Common flashpoints include ingredient transparency, sustainability claims, and price perceived as disproportionate to performance. If a product underperforms public expectations—or if packaging and supply-chain claims feel inconsistent—social media backlash can rapidly affect brand perception.

Another risk is over-reliance on founder visibility. While Hailey’s involvement drives initial trial, sustained growth depends on product science and customer satisfaction. When followers convert to customers, their experience will determine whether Rhode becomes a staple or a trending moment.

Operational risk exists too: stock shortages after an initial surge can frustrate shoppers and convert urgency into disappointment. Retailers and brand teams must calibrate inventory to avoid both excess waste and lost sales.

What to buy first: guiding shoppers through the assortment

For shoppers stepping into Rhode for the first time, the brand’s hero items are logical entry points.

• Glazing Milk: Use as a post-cleanse hydrating layer or mixed with moisturizer for extra sheen. Ideal for dry or normal skin types seeking a dewy finish.
• Cream Blush: Apply to cheekbones and lips for a cohesive, low-effort look. Multifunctional products save space and time.
• Lip Tint: Wear alone for a natural wash of color or layer with gloss for added shine.

Trial sizes or sample opportunities will reduce purchase hesitation. For those with specific skin concerns—active acne, rosacea, or sensitivity—consulting a beauty advisor in-store can clarify whether a product’s formulation suits individual needs.

Real-world tip: Combine a small amount of Glazing Milk with SPF during mornings for a luminous base—just ensure the sunscreen remains effective and apply it as recommended.

The broader business implications for e.l.f. Beauty

Acquiring Rhode gave e.l.f. Beauty a foothold in prestige skincare under a celebrity-led banner. The MECCA launch demonstrates how e.l.f. can deploy capital and operational systems to accelerate brand growth. For investors and industry watchers, Rhode’s international performance will be a bellwether for e.l.f.’s ability to succeed beyond its foundational mass-affordable market.

If successful, the roadmap may include expanded product lines, exclusive MECCA collaborations, or broader distribution across additional bricks-and-mortar retailers and department stores. The fiscal calculus hinges on repeat purchase rates and the brand’s capacity to maintain margins while scaling.

Comparable corporate moves exist: larger beauty conglomerates acquire promising brands, then invest in retail distribution and product development. The key difference for Rhode is the founder’s visible role, which offers marketing leverage but also ties brand identity to a public figure whose image can shift.

How this launch fits into Australia’s beauty evolution

Australia’s beauty market has matured from niche, localized offerings to a robust ecosystem of international prestige, local indie brands, and mass-market players. Retailers such as MECCA have translated that maturity into curation, education and experiential shopping. The arrival of Rhode underscores that Australian consumers are a priority market for international brands with strong social traction.

The launch also reflects shifting consumption patterns: shoppers now balance prestige aspirations with value, convenience and ethical considerations. International launches need to offer more than novelty; they must adapt packaging, formulations and marketing to local expectations.

Australia’s beauty retail environment will absorb Rhode alongside other contemporary trends: ingredient-focused skincare, multifunctional makeup, and ongoing demand for products that photograph well on social platforms. Rhode’s design and marketing sensibilities align with those trends, giving it a fair chance to thrive.

A note on founder involvement and authenticity

Hailey Bieber’s role—founder, chief creative officer and head of innovation—has been central to Rhode’s identity. Consumers increasingly scrutinize the depth of a founder’s involvement. Authentic participation extends beyond posing in campaigns; it shows up in product development, ingredient choices and public accountability for claims.

Brands where founders maintain visible operational roles often benefit from trust and coherence in storytelling. That trust helps convert curiosity into loyalty. Hailey’s appearances and vocal association with product launches reinforce Rhode’s identity. The long-term test will be how consistently the brand delivers on product promises and how it handles expansion without diluting its founding principles.

Practical launch details and what to expect at MECCA

Shoppers wanting Rhode items will have several purchase options:

• In-store at MECCA counters where product testers and beauty advisors will demonstrate application. Sampling helps first-time buyers evaluate texture and payoff.
• MECCA’s online store with delivery across Australia and in-store pickup where available.
• rhodeskin.com shipping directly to Australia and New Zealand, now offering local shipping options that avoid third-party forwarding.

Expect initial stock to be limited to hero SKUs, with the potential for assortment expansion if demand supports it. MECCA and Rhode may roll out exclusive bundles or membership offers to drive early adoption.

Hailey’s arrival at Sydney Airport and her public statements highlight the brand’s intent to engage directly with the market. For shoppers, that signals both enthusiasm and an opportunity: newness often brings promotional incentives and heightened availability in the weeks following a launch.

What success will look like for Rhode in Australia

Several metrics will indicate whether the MECCA launch succeeds:

• Repeat purchase rate: high repurchase signals product satisfaction and brand stickiness.
• Conversion of first-time buyers into loyalty program members or subscribers.
• In-store foot traffic and digital engagement metrics during and after launch.
• Positive word-of-mouth and user-generated content showcasing real results.
• Sustained inventory replenishment without chronic shortages.

If Rhode achieves a steady rate of repurchase and gains a place in routine skincare regimens, the brand will have translated buzz into business. If sales spike and then diminish, it would suggest momentary excitement rather than long-term adoption.

The likely evolution of Rhode’s Australian presence

Should early demand meet expectations, Rhode’s footprint could expand quickly. MECCA may increase the number of stocked SKUs, introduce exclusive shades or bundles tailored for local preferences, or host in-store activations featuring regional influencers. Complementary channels—department stores, specialty retailers or pop-up experiences—could follow once demand appears consistent.

On the product side, expect careful line extensions rather than wholesale assortment expansion. Limited edition runs, seasonal tints, or targeted formulations for regional climates (e.g., lighter textures for humid summers) would be logical next steps.

The brand may also test localized marketing, creating campaigns that incorporate Australian influencers or photographers to build regional relevance without altering the core brand identity.

Closing reflections

Rhode’s arrival at MECCA is the business of beauty in microcosm: a celebrity-founded brand scaling through an established retail partner to unlock a new market. For Australian shoppers, the practical benefit is clear—reduced cost and friction to access products that have been aspirational for years. For the industry, the rollout is a case study in how social momentum, corporate backing and smart retail partnerships can converge to shape international expansion.

Success will depend on consistent product performance, strong inventory planning and an authentic connection between the brand’s storytelling and local consumer expectations. Observing how MECCA customers respond will offer lessons for other celebrity brands considering international growth: visibility opens doors, but performance and local fit determine whether those doors stay open.

FAQ

Q: When will Rhode be available in Australia and New Zealand? A: Rhode launches at MECCA and via rhodeskin.com from February 12. Availability will include both in-store and online sales with local shipping options to Australia and New Zealand.

Q: Which Rhode products will be available first? A: The initial assortment typically features signature items—Glazing Milk, the cream blush and the lip tint—focused on hero SKUs that drove the brand’s early popularity.

Q: How does pricing in Australia compare to U.S. prices? A: Local pricing reflects exchange rates, local taxes and retailer margins. MECCA’s local distribution eliminates U.S. third-party shipping costs, which can make Rhode more affordable than previously when buyers relied on freight-forwarders or travel purchases. Promotions and MECCA loyalty benefits will also affect final prices.

Q: Will MECCA carry the full Rhode range immediately? A: Expect a curated launch with hero SKUs. MECCA may expand the range over time based on sales performance and inventory data.

Q: Is Rhode owned by a larger company? A: Rhode was acquired by e.l.f. Beauty in 2025 for $1 billion. The brand continues to operate with its founder—Hailey Bieber—visible in creative and product leadership roles.

Q: Are Rhode products cruelty-free and sustainable? A: Brands often publish cruelty-free policies and sustainability initiatives on their official sites. Rhode’s aesthetic suggests a modern approach to packaging and ingredient transparency; for definitive answers on animal testing policies or recyclability, consult Rhode’s official statements or MECCA’s product pages.

Q: What should people with sensitive skin know before trying Rhode? A: As with any skincare, patch testing is recommended for those with sensitivity. In-store testers at MECCA and consultation with beauty advisors can help determine whether specific formulations suit individual needs. For active concerns, consult a dermatologist before incorporating new actives into your routine.

Q: Will Hailey Bieber be doing in-store events or meet-and-greets? A: Public appearances by founders often accompany launches, but schedules depend on promotional plans. MECCA and Rhode will announce any planned events through their official channels and social media.

Q: How will this launch affect other brands at MECCA? A: Rhode could drive foot traffic and cross-shopping, potentially benefiting adjacent counters. Competitors may adjust promotions to retain sales, and some brands might accelerate their product launches or marketing to respond to heightened consumer interest in glow-focused, multifunctional products.

Q: How should first-time buyers use Glazing Milk and the cream blush? A: Glazing Milk works as a hydrating, luminous layer applied after cleansing and before moisturizer, or mixed with moisturizer for added sheen. The cream blush can be applied lightly to cheeks and lips for a unified, low-effort look. Demoing products at MECCA counters or following brand tutorials will help users achieve the intended finish.

Q: Will rhodeskin.com ship directly to Australia and New Zealand? A: Yes. Rhode’s online store intends to ship directly to Australian and New Zealand addresses, offering an alternative to MECCA’s in-store and online channels.

Q: How will the launch affect prices and availability long term? A: Long-term pricing will depend on demand, inventory planning and promotional cycles. Early launches often include limited stock and promotional incentives. If demand remains steady, retailers typically normalize inventory levels and offer seasonal promotions rather than constant initial-launch discounts.

Q: What should shoppers watch for after launch? A: Monitor product availability, customer reviews and MECCA’s promotional calendar. Trial opportunities and loyalty rewards will often surface in the weeks after launch, providing favorable windows to try the products with less risk.