After months of waiting, rhode is officially launching in Australia. Here's what we know.

Sound the alarms! rhode, the beauty brand founded by Hailey Rhode Bieber, is officially coming to Australian shores (and our neighbours in New Zealand).

Announced on January 9, rhode said that Australia and New Zealand have consistently been among the brand's most requested markets globally — basically, they know we want it. And now we're going to get it.

We're so thirsty that Australia even ranks first in total subscribers to rhode's international waitlist.

Subtle guys! Subtle!

Where is rhode launching in Australia?

Good news for Aussie beauty fans country-wide, rhode will be launching in MECCA.

The brand has partnered with the Aussie beauty behemoth exclusively to launch on the website (as well as the Bourke St and George St flagship stores).

This is, of course, a huge deal for a home-grown beauty brand.

rhode was bought by e.l.f. Beauty back in May 2025, and many of the brands hosted under their banners have partnered with Sephora. For an Aussie company to win the exclusivity rights is quite a statement.

"We are proud to announce our global expansion to Australia and New Zealand, bringing the world of rhode to even more places and faces," said Hailey Rhode Bieber, the founder of rhode and Strategic Advisor to e.l.f. Beauty,

"When launching into the Australian market, we looked for a globally aligned partner and Mecca was that perfect fit," she added.

Chief MECCA-MAGINATIONS Officer, Marita Burke said, "rhode isn't just a bestselling brand, it's a cultural force shaping how a new generation thinks about skincare.

"This brand is leading the conversation that is defining global beauty, so we couldn't be more excited to welcome rhode to MECCA and to our incredible beauty-obsessed community."

When does rhode launch in Australia?

rhode will launch in Australia starting Thursday, February 12th.

They'll start with an online and flagship store launch, with the brand to be rolled out in wider stores on Friday, February 13th.

MECCA will offer a rhode retail experience both in-store and online, shaped by the brand's minimalist aesthetic.

Which rhode products will be available in Australia?

There's nothing worse than a partial launch and the good news is — we're getting it all.

rhode has confirmed that the brand's complete collection will be available in store.

Get your credit cards at the ready, we can only imagine the chaos that will ensue on Thursday as we fight to the end for the final grey bottle of rhode Glazing Milk.

Why is it called 'rhode skin'?

ICYMI, Hailey Bieber's rhode skin is a hot commodity on the beauty market. 

Walk into nearly any Sephora store in the US and you can find the shelves stripped bare of her viral Glazing Milk, Peptide Lip Treatment and 'Tan Lines' blush. 

Launched in June 2022, rhode began with a curated lineup of skincare on launch. This later expanded into hybrid skincare-makeup products. Naturally, each launch has garnered major demand, with Hailey Bieber's beauty prowess driving online trends and further sales to her brand.

Today, rhode remains the No.1 overall skincare brand to garner unpaid publicity. Basically, these things fly off the shelf with little to no paid ad spend.

But — how did we get here?

Unpacking all of 'those' rhode rumours.

Australian consumers have been wondering when we'll be able to get our hot little hands on these cult products down under, and the rumour mill has been in overdrive. 

You see, Bieber cut a billion-dollar deal with e.l.f. Beauty back in May 2025, who bought the brand. 

e.l.f have extensive distribution networks for their acquired brands, which include Naturium (launched by social media personality Susan Yara… which came to Sephora Australia in October 2025), Alicia Keys' brand Keys Soulcare in Sephora US and, of course, rhode, in Sephora US. 

Anyone who is anyone in the beauty world was simply counting down the minutes until rhode launched in Sephora Australia. Speaking to 9Honey, Sephora said the jury was still out on rhode skin's local launch.

"While rhode isn't available at Sephora Australia or New Zealand just yet, they aim to be available in additional countries in the future," they told the outlet.

But then something curious started happening on the internet. 

A serious announcement. Kind of.

Australia has a different beauty landscape than the US, and we can't forget the juggernaut that is homegrown beauty retailer MECCA. 

On January 7, 2026, a major development occurred. A Google search result started coming up for people searching about rhode and Mecca.

It was from mecca.com.au, and the headline was 'Hailey Bieber's rhode is coming to MECCA in 2026'. The search copy said that rhode products, including the Glazing Milk and the Peptide Lip Tints, were coming to Australia and New Zealand via Mecca.

The Google search result in question. Image: TikTok/ollygrasso

The only catch?

When you clicked through to the link, it just took you to the Mecca homepage. No further information was published, although some TikTok users did report that the homepage hosted a 'Rhode Coming Soon' banner for a short moment.

It may have been an accidental publish and then unpublish situation, as Google takes a little bit longer to un-rank search results when a website is unpublished.

Or it may have been Mecca purposely teasing the BEST. NEWS. EVER.

Either way, the link wasn't working, which means it was taken down.

@ollygrasso @MECCA has officially announced @rhode skin is coming in 2026!!! can anyone else click on this link? #mecca #meccanews #rhode #rhodeskin #newlaunch ♬ original sound - olly g

So, why did everyone guess it would be announced in February?

Well, Hailey is actually on her way to Australia in February 2026, speaking at the 'Vogue Forces of Fashion' event, which is being held in Sydney on the 13th.

TikTok and Reddit fans went down rabbit holes, speculating that Hailey would launch her brand — with Mecca — while she is here.

And this time, the rabbit wholes and conspiracy theories were right!

It's not the first time a rhode-Mecca launch has been rumoured.

The rumour mill began in 2025. 

On October 21, 2025, beauty TikToker @livingluxwithmeredith took to her followers to say a "very, very big brand" was coming to MECCA in early 2026. 

She gave no details, but then said she "forgot her lip peptide" and proceeded to eat a glazed donut. 

Consider beauty lovers sat.

@livingluxwithmeredith Who is it?!?! Get excited, 2026 should be amazing!! @MECCA are coming through with some exciting brands! #beautytok #makeuptok #mecca #beautea #beautynews ♬ original sound - Living Lux With Meredith

Then Aussie beauty expert Claire Bridgett said it was 'practically confirmed' that rhode is coming to Mecca. 

Mamamia spoke directly to Mecca at the time, and they had this to tell us: "While we've got nothing to announce just yet, the pipeline of new brands coming to MECCA is nothing short of amazing, and we can't wait to share more soon."

@claire_bridgett So apparently rhode is launching in Australia in MECCA!! here's what I'd grab if the rumours are true 🇦🇺 what will you get 👀? Products: all @rhode skin  Glazing milk Pocket blush 'freckle' Glazing fluid Peptide lip shape 'bend' Peptide lip tint 'salty tan" #rhode #australia #meccabeauty #newmakeup #ausbeauty ♬ original sound - dj auxlord

@itsannieeed Pls this better be true 😭 . . . . #mecca #rhode #australia #haileybieber ♬ original sound - ✭𝙣𝙞𝙣𝙖✭

Can I buy rhode in Australia?

Rhode was not available in Australia for purchase, as it was available only direct to consumer or on Sephora in the United States. The brand is also available in the UK in Sephora, since November 10, 2025. 

However, now the brand has announced that it will be available for purchase from February 12th at MECCA in Australia.

The best rhode dupes to try in Australia.

Can't wait to try the trend? Why not try these products, which give a similar look and feel for now?

Best rhode blush dupes.

Merit Beauty Flush Balm, $48, Merit Beauty

This creamy, dewy blush melts seamlessly into the skin for that barely-there flush rhode's minimalist look embodies. The balmy texture keeps skin looking fresh and radiant all day.

NARS The Multiple, $65, MECCA

A multitasking icon that adds instant warmth and glow wherever you swipe it — cheeks, lips, or eyes. It's creamy, blendable, and delivers that healthy, lit-from-within finish.

MECCA MAX Off Duty Blush Stick, $18, MECCA

Affordable, blendable, and beautifully glowy, this stick blush is a true dupe. It glides on easily and gives you that soft, natural flush in seconds — no makeup-artist skills required.

Best rhode lip peptide treatment dupes.

OXX Lip Tint Peptide Treatment, $6, Kmart

A budget-friendly gem that gives you that rhode-level shine without the international shipping fee. Packed with peptides and a juicy tint, it leaves your lips soft, glossy, and hydrated — all for the price of your morning coffee.

Summer Fridays Lip Butter Balm, $41, MECCA

This one's a cult favourite for a reason. The texture is buttery and plush, the shine is unreal, and the formula is rich with nourishing ingredients that make lips look instantly fuller. It's the perfect luxe alternative to rhode's Peptide Lip Treatment.

MCoBeauty Peptide Lip Treatment, $18, Woolworths

If you want hydration, peptides, and a hint of sweetness, this Australian dupe hits the mark. The silky formula smooths and plumps lips, and the vanilla scent makes it feel like a little treat every time you apply it.

Best rhode glazing milk dupes.

tbh Skincare Rebound Skin Milk Activated Cica Toner, $29.95, tbh Skincare

This skin milk gives that same glazed-skin effect rhode fans swear by. It soothes, strengthens, and leaves your skin with a hydrated, luminous finish — like a glass of water for your face.

Violette_FR Boum-Boum Milk, $110, MECCA

Think of this as your all-in-one glow booster. It tones, hydrates, and preps your skin in one milky step, leaving you with that dewy, plumped-up radiance rhode is known for.

Paula's Choice Nourishing Milky Toner, $39, Paula's Choice

A gentle, fragrance-free option that's perfect for sensitive skin. It delivers lightweight hydration with a comforting, milky texture — a great dupe if you're chasing that soft, glazed finish without irritation.

Featured image: Instagram/@haileybieber.