Rhode Beauty Brand Makes Long-Awaited Australian and New Zealand Debut
The day that beauty enthusiasts across Australia and New Zealand have been anticipating has finally arrived. Rhode, the breakthrough beauty brand founded by global style icon Hailey Rhode Bieber, has officially launched in both countries, marking a significant milestone for the regional beauty market.
Digital Frenzy and Physical Queues Signal Overwhelming Demand
This launch has created unprecedented excitement, with Mecca's websites experiencing crashes during the early morning hours as thousands of eager customers attempted to access the new products simultaneously. Fans formed substantial queues at physical locations, reminiscent of concert ticket purchases, all hoping to secure Rhode's viral beauty essentials for their collections.
For beauty enthusiasts in Australia and New Zealand, this launch represents far more than just another brand entering the market. It signifies the definitive end of what many have called the "overseas-only era" for Rhode products. No longer will customers need to request friends to bring products back from international trips or watch American influencers unbox Peptide Lip Treatments on social media platforms like TikTok during late-night scrolling sessions.
Direct Shipping and Exclusive Retail Partnership
Rhode is now shipping directly to Australian and New Zealand addresses through its official website, rhodeskin.com. Additionally, the brand has established an exclusive retail partnership with MECCA, making products available both online at mecca.com and in select physical stores.
Initial physical retail locations include MECCA Bourke Street in Melbourne and George Street in Sydney, with additional stores scheduled to carry the products beginning Friday, February 13. This strategic expansion reflects the substantial demand from these markets, with Australia ranking as Rhode's top international market for waitlist subscribers prior to the official launch.
Cult Products That Built the Brand's Reputation
Since its initial launch in June 2022, Rhode has cultivated a distinctive reputation within the beauty industry for its minimalist approach and carefully curated product offerings. The brand began with a focused skincare lineup before expanding into hybrid makeup products designed for real-life usability.
The products driving the current frenzy include several items that have achieved cult status through social media exposure. The Peptide Lip Treatments have gained particular attention for their glossy finish and genuinely hydrating formulas. The Pocket Blushes offer fresh, skin-first colour that creates a natural, healthy appearance. Perhaps most iconic is the Glazing Milk, the product that substantially built Rhode's online reputation for creating a dewy, glass-skin finish without heavy or sticky textures.
Exclusive Launch Offerings and Complete Product Assortment
MECCA is enhancing the launch experience with an exclusive product offering: a new Peptide Lip Treatment shade called Sugarberry, specifically created for collectors and dedicated fans. Unlike many brand launches that feature limited product selections, Rhode is introducing its full core assortment simultaneously, including skincare, hybrid makeup, and products reflecting the brand's signature glow-first philosophy.
Cultural Impact Beyond Commercial Success
This launch represents more than just commercial activity; it has become a cultural moment within beauty communities. According to CreatorIQ data, Rhode now ranks as the number one overall skincare brand by EMV (Earned Media Value), indicating substantial cultural impact beyond mere sales figures.
At MECCA locations, Rhode's introduction is being treated as a significant retail event rather than a simple shelf addition. The brand's minimalist, glossy grey visual aesthetic will feature prominently across in-store displays, with clean lines and soft edges creating a premium, calm atmosphere that aligns with Rhode's established brand identity.
Creating Lasting Beauty Memories
There is an emotional dimension to finally accessing a brand that has populated social media algorithms and beauty conversations for years. Rhode products have appeared in countless TikTok routines, bathroom shelf photographs, travel kits, and influencer "Get Ready With Me" videos long before becoming physically available in Australian and New Zealand markets.
This launch has generated the type of shared experience that creates lasting memories within beauty communities: screenshots of digital queues, discussions about first purchases, excited conversations in group chats, and that distinctive "I was there" energy that transforms shopping into cultural participation. The moment represents a convergence of girlhood culture, internet trends, and beauty enthusiasm in a particularly engaging way.
As customers load virtual shopping carts, purchase their first lip treatments, and visit stores to experience products firsthand, they are participating in what many will remember as a definitive moment in beauty culture history for Australia and New Zealand.
