Hailey Bieber’s Viral Cosmetics Label Rhode Skin Is Finally Launching At Mecca Australia

After years of TikTok-induced longing, sold-out drops, and watching American influencers casually apply Peptide Lip Treatment from across the Pacific, Rhode is officially coming to Australia.

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When Is Rhode Coming To Australia?

The minimalist beauty brand founded by Hailey Bieber is launching in Australia and New Zealand via an exclusive retail partnership with Mecca, with products landing online and in select flagship stores from 12–13 February. Wider rollout will follow soon after—but yes, expect queues, waitlists and fast sell-outs.

Wondering why everyone’s obsessed with Rhode, which products you should be adding to your cart first, and why this launch matters so much for Aussie beauty fans? Here’s everything you need to know.

Image Credit: Rhode

Why Is Everyone So Obsessed With Rhode?

Celebrity beauty brands are hardly new, but Rhode has managed to stand out in a very crowded field. Launched in 2022, the brand positioned itself as a one of everything skincare line—pared back, functional and refreshingly unfussy.

Instead of flooding the market with dozens of products you don’t actually need, Rhode focuses on peptide-powered formulas, skin barrier support and glow-enhancing essentials that slot easily into everyday routines. The aesthetic is clean, the branding is minimal, and the messaging is less about transformation and more about healthy, hydrated skin.

That restraint has paid off. Rhode’s appeal spans Gen Z and millennials alike, and Australia, in particular, has been paying attention—in fact, Australia reportedly ranks number one globally for subscribe-waitlist interest, which explains why Mecca snapped up the exclusive partnership.

Image Credit: Rhode

How Rhode Became Synonymous With ‘Glazed Donut’ Skin

If you’ve heard the phrase glazed donut skin, you have Rhode to thank. The term—popularised by Hailey Bieber herself—helped signal a broader shift away from heavy, contour-led makeup towards dewy, luminous, skincare-first beauty. Think glossy cheekbones, hydrated lips and skin that looks intentionally well looked after, rather than meticulously sculpted.

Rhode’s hybrid approach, sitting somewhere between skincare and makeup, tapped perfectly into the rise of skinimalism and the clean-girl aesthetic. The result? Products that enhance natural radiance rather than mask it—and a beauty philosophy that feels achievable, not aspirational.

Image Credit: Rhode

What Products Are Launching At Mecca—And Which Ones Are Cult Favourites?

While Mecca hasn’t confirmed the entire launch lineup just yet, there are a few Rhode heroes that fans will be hoping make the cut—and will likely fly off shelves first.

Top of the wishlist:

• Peptide Glazing Fluid–the OG glow-giver and a cornerstone of the glazed donut look
• Barrier Restore Cream–rich, nourishing and beloved by dry-skin devotees
• Peptide Lip Treatments–glossy, cushiony and arguably the brand’s most viral product

The lip treatments, in particular, have reached near-mythical status online—praised for their hydrating formulas, addictive finishes and flavours that make owning just one feel almost impossible.

Image Credit: Rhode

The Viral Rhode Moment That Sent The Internet Into Overdrive

Rhode’s rise hasn’t just been about good products—it’s been about internet moments. One standout viral hit? The Rhode lip phone case. Equal parts fashion accessory and functional beauty tool, the case (designed to hold a Peptide Lip Treatment) flooded TikTok and Instagram, spawning memes, dupe versions and endless what’s-in-my-bag content.

Another widely shared moment involved a fan posting about bonding with a stranger over their shared love of Rhode products—a TikTok that Hailey Bieber herself commented on. Small, human moments like this have helped cement Rhode’s reputation as a brand that feels surprisingly personal for something born on the internet.

Image Credit: Rhode

Why Rhode’s Launch At Mecca Is Such A Big Deal

Until now, buying Rhode meant waitlists, timed drops and hoping your internet didn’t glitch at checkout. It worked—but it also meant Australian fans were stuck navigating international shipping, customs delays and the inevitable sting of missing out.

Mecca changes all of that.

With Mecca now firmly in the mix, Rhode finally becomes easy to shop locally—no international shipping calculators required. The brand will land online and in flagship stores including Mecca Bourke Street in Melbourne and Mecca George Street in Sydney, with a broader rollout soon after.

Rhode’s arrival at Mecca feels less like a standard launch and more like the end of a long-distance relationship Australians have been maintaining via TikTok and US websites.

Image Credit: Rhode

With its minimalist ethos, cult products and cultural clout, Rhode isn’t just another celebrity beauty brand landing on our shores—it’s a brand that helped redefine what modern beauty looks like. And now, finally, we can shop it without a shipping calculator in hand.

Mark your calendars. Your glazed donut era has officially arrived.

Main Image Credit: Rhode