Hailey Bieber Brings Rhode to Australia and New Zealand

For Rhode, this moment is less about geographic expansion and more about intention. Since its debut, the brand has built a reputation around restraint: edited routines, barrier-focused formulas, and a visual language that feels closer to lifestyle than legacy beauty. Its arrival in two of the world’s most skincare-literate markets signals confidence in that philosophy-and in a consumer ready for it.

Founded by Hailey Bieber in 2022, Rhode was shaped by her personal relationship with skin rather than traditional celebrity-brand spectacle. The line launched with a tightly curated offering-think peptide glazing fluids, barrier creams, and lip treatments-designed to support skin rather than overwhelm it. That clarity helped Rhode cut through a saturated celebrity beauty landscape and establish credibility quickly.

The MECCA partnership places Rhode within a retail environment known for education-driven beauty and selective curation. In Australia and New Zealand, MECCA functions as more than a stockist; it often acts as a cultural gatekeeper, shaping which global brands resonate locally. Rhode’s entry via MECCA positions it alongside skincare labels prized for formulation integrity and long-term use, rather than trend cycles.

From a market perspective, the February 12 launch reflects a broader shift in how celebrity-founded brands scale. Instead of rapid global rollouts, Rhode has favored controlled distribution, limited assortments, and narrative consistency. This approach aligns closely with MECCA’s own retail model, making the partnership feel strategic rather than opportunistic.

For consumers, the launch answers a long-standing demand. Rhode’s products-previously accessible only through direct-to-consumer channels-will now be available in-store, allowing for texture testing, routine consultation, and immediate access. In skincare, especially minimalist skincare, physical retail still matters.

As Hailey Bieber's Rhode is in Australia and New Zealand, the launch underscores how modern beauty growth looks today: deliberate, values-driven, and rooted in trust. February 12 doesn’t just mark a new market entry-it reflects how a new generation of beauty brands chooses to show up.