Worst kept secret: Rhode Beauty is officially coming Down Under
The news thousands of Australian beauty lovers have been anxiously awaiting has finally been confirmed.
It's official: after months of speculation, cult favourite beauty brand Rhode will at long last be hitting Australian shelves.
As of February 12, Hailey Bieber's viral products will be available exclusively at Mecca's flagship Sydney and Melbourne stores, as well as online.
You heard that right: from next month, Aussies will be able to shop the full Rhode range on the brand's website, rhodeskin.com as well as select products in-store.
"We are proud to announce our global expansion to Australia and New Zealand, bringing the world of Rhode to even more places and faces," founder and Chief Creative Officer Bieber announced via Instagram.
She revealed that after its initial launch on the 12th, products will then be rolled out in additional stores the following day.
"When launching into the Australian market, we looked for a globally aligned partner and Mecca was that perfect fit," Bieber said of the partnership.
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The rumours were true: Hailey Bieber is expanding her cult beauty brand Rhode to Aussie shores in February. Getty Images for WSJ. Magazine I
The star announced the long-awaited news via Instagram this morning. Getty Images for The Business of
"It's been such a treat to grow our community around the globe and bring Rhode into the daily routines of so many people."
The cult favourite beauty brand was previously unavailable to purchase from Aussie shores, only shipping to various locations within the Northern Hemisphere.
Rhode first launched in 2022, with Bieber successfully leveraging a minimalist "clean girl" aesthetic and social media influence to build intense fan loyalty and demand.
From that point, it quickly became a viral beauty staple, widely known for its hydrating and nourishing product range.
It's since expanded its original curated line to include skincare-makeup hybrids such as blush sticks and lip liners – with a slate of additional products currently being teased on social media by Bieber.
Fans first suspected a launch was imminent following Aussie favourite e.l.f. Cosmetics' $1 Billion dollar acquisition of Rhode last year.
A previous announcement Bieber would be speaking at an event in Sydney this February fuelled frenzied speculation throughout the beauty community that the brand would soon be expanding Down Under.
The brand gained traction and a loyal following through Bieber's promotion of the "clean girl" aesthetic. Getty Images for WSJ. Magazine I
Rhode's Australian launch will coincide with Vogue's 'Forces Of Fashion' event in February.
Bieber will be headlining the conversation series, which will see cultural leaders, tastemakers and industry insiders take the stage at Sydney Opera House.
The line-up thus far also includes the likes of Vogue Australia editor-in-chief Christine Centenera, Aussie actresses Phoebe Tonkin and Sarah Snook, model Rosie Huntington-Whitely and directors Baz Luhrmann and Taika Waititi, to name a few.
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