Hailey Bieber Expands Rhode Beauty to Australia and New Zealand
Celebrity beauty entrepreneur Hailey Bieber has officially launched her cult-favorite brand Rhode into Australia and New Zealand markets on January 8, 2026. This marks a significant international expansion for the three-year-old skincare and makeup company. The brand is now available both direct-to-consumer and through luxury beauty retailer Mecca, spanning across 80 doors in the region.
This launch follows Rhode’s record-breaking debut at Sephora in September 2025, which became the retailer’s largest-ever brand launch. According to YipitData, Rhode exceeded $10 million in retail sales during its first two days at Sephora and reached approximately $40 million in its first month. The brand’s Pocket Blush has become a bestseller at Sephora, with five of its ten vibrant shades currently sold out online.
Since being acquired by e.l.f. Beauty for $1 billion in May 2025, Rhode has aggressively expanded its retail presence internationally. The brand’s signature products include:
- The viral Peptide Lip Treatment
- Glazing Milk
- Pocket Blush
Bieber, who continues as Chief Creative Officer and Head of Innovation, expressed excitement about the Australian launch. She noted that in-person retail experiences have been critical to the brand’s success. The expansion capitalizes on strong consumer demand for celebrity-backed, efficacy-driven beauty products in the Asia-Pacific region.
Source: Business of Fashion