Australia’s beauty world just hit one of its biggest moments yet. After years of envy and anticipation, Hailey Bieber’s cult skincare and beauty brand Rhode has officially launched in Australia and it’s available at one of the country’s top beauty retailers, Mecca. Fans in Sydney, Melbourne, and beyond have been buzzing, queuing and even crashing the online shop as the viral brand finally arrives Down Under.

Here’s everything you need to know about the Rhode hype, why Mecca is at the centre of it, and how this launch is turning into a cultural moment for beauty lovers across Australia.

Why This Launch Is Huge

Rhode started as a minimalist skincare brand founded by Hailey Rhode Bieber in 2022, quickly becoming a global sensation for its glowing skin formulas and pared‑back aesthetic. When e.l.f. Beauty acquired the brand for over $1 billion, it signalled Rwanda’s next phase of growth — and now that growth includes Australia and New Zealand.

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Before this launch, Australians could only buy Rhode products through the brand’s US website often at high shipping costs and delays. That finally changed with Rhode’s debut in Mecca stores and online, giving local fans access to all the viral staples they’ve been watching on TikTok and Instagram.

What’s Going On in Sydney & Melbourne?

Hailey Bieber herself touched down in Sydney to celebrate the launch. Fans spotted her and flocked to stores, turning what might have been a quiet beauty release into a full event. Reports say crowds queued outside Mecca and there’s even a pop‑up Rhode Bakery in Surry Hills complete with Rhode‑branded pastries and treats, blending beauty culture with food‑centric celebration.

This isn’t just a product launch — for many, it feels like a beauty moment akin to a concert or street festival, with social media lighting up as people share their first purchases and queuing highlights.

What You Can Buy at Mecca

Now that Rhode is live at Mecca, fans can finally buy popular products in person or online. Highlights include:

  • Peptide Lip Treatments — The cult favourite for glossy, hydrated lips.

  • Pocket Blush — A buildable tint for cheeks and lips.

  • Glazing Milk — A lightweight essence that delivers that signature dewy glow.

  • Exclusive Shades — Mecca releases the Sugarberry Peptide Lip Treatment shade, exclusive to Australia and New Zealand.

Plus, customers can shop online at mecca.com or visit flagship stores like Mecca Bourke Street in Melbourne and Mecca George Street in Sydney.

Why Fans Are Losing It

Beauty drops come and go, but Rhode’s launch feels different. It’s been years in the making for Australians who previously watched influencers unbox Peptide Lip Treatments and Pocket Blushes on social media but couldn’t easily buy them locally. Now they can and the excitement is real.

When highly anticipated products finally come to a long‑waiting market, there’s often a surge of memory‑making moments from first purchases and unboxings to conversations with friends about “where you were when Rhode launched.” That’s exactly the vibe right now.

What This Means for Mecca & Beauty Culture

For Mecca, landing a high‑profile launch like Rhode is a major win. The retailer has built its reputation as Australia’s go‑to destination for beauty lovers, stocking exclusive and highly coveted brands. Now, with Rhode joining its lineup, Mecca further cements its place as the beauty store of record for viral trends, celebrity‑inspired lines, and major cosmetics culture moments.

For fans, this launch isn’t just about new products it’s a sign that global beauty brands are taking the Australian market seriously, bringing key trends straight to local shelves without the wait.