Sydney Streets Buzz as Hailey Bieber’s Rhode Beauty Brand Launches Down Under
Sydney’s iconic George Street was a hive of activity this morning as thousands of eager shoppers formed massive queues outside MECCA, all clamouring for a piece of Hailey Bieber’s much-hyped beauty brand, rhode. The highly anticipated launch of the sell-out skincare and makeup collection marks the brand’s official arrival in Australia, a moment fans have been anticipating for three long years.
From before the doors even opened at 8 am, dedicated customers braved the early morning chill, their patience rewarded with complimentary treats. Freshly brewed coffee, pastries, and even samples of rhode’s popular cleansers were distributed to those waiting in line, adding a touch of luxury to the pre-dawn excitement.
Once inside, the atmosphere was electric. Aisles were packed, and shopping baskets overflowed as consumers eagerly snapped up rhode’s most sought-after products. The brand, renowned for its “glazing milk” toner, vibrant blushes, and universally flattering lip tints, has finally landed on Australian soil, fulfilling a long-held wish for many beauty enthusiasts.
Oakli Bird, who arrived with her mother at 7:30 am, was among the first to enter the bustling store. Documenting her experience on social media, she described the scene as “extremely busy” but praised the MECCA staff for their exceptional service. “The MECCA workers were so great and helpful. They were constantly restocking and offering customers help,” Oakli shared. “I got everything on my wish list and had so much fun. The line moved so quickly. We got in and purchased everything by 8:20 am.”
Despite the “hectic” and, as she humorously described it, “most intense store experience I’ve ever had… It was chaos,” Oakli managed to secure her desired haul within 20 minutes. Upon exiting, she noted that the queues had only grown even longer.
The sentiment of satisfaction was echoed by many. “Honestly I’m very satisfied (with my purchase). I would 100 per cent wake up at 6 am for this again,” declared one devoted fan. Another described the morning as “the most stressful morning of my life,” a small price to pay for securing their favourite products.
Years of Anticipation Culminate in Successful Launch
For years, the Australian and New Zealand beauty communities have been vocal in their desire for rhode to expand into their markets. Social media was abuzz with excitement following the official announcement.
- “Yay! I’ve been waiting so long for this! Super excited.”
- “The news we’ve all been waiting for OMG.”
- “OMG this is seriously the best news ever! Been waiting years for this.”
- “Crying, screaming, throwing up.”
- “Genuinely thank god. I was just having a breakdown about how I ran out of my glazing milk I got in the US.”
As of February 12th, the complete rhode collection is officially available at all MECCA stores across Australia and New Zealand, as well as online via rhodeskin.com.
Hailey Bieber expressed her enthusiasm for the global expansion. “We are proud to announce our global expansion to Australia and New Zealand, bringing the world of rhode to even more places and faces,” she stated. “When launching into the Australian market, we looked for a globally aligned partner and MECCA was that perfect fit.”
The Philosophy Behind Rhode
Founded by Hailey Rhode Bieber in June 2022, rhode is more than just a celebrity endorsement. Bieber serves as the brand’s founder, chief creative officer, and head of innovation, demonstrating a deep commitment to its development. She also acts as a strategic advisor to e.l.f. Beauty.
The brand’s core philosophy centres on creating effective skincare products that are simultaneously accessible to everyone. Rhode is built on a foundation of scientific research, aiming to demystify the often-complicated world of skincare.
The product range is meticulously formulated with skin-loving ingredients to cater to a diverse array of skin types and concerns. Each product is designed to be a seamless part of a daily routine, focusing on nourishing and strengthening the skin barrier over time. This commitment to efficacy and simplicity has clearly resonated with consumers, driving the immense demand seen today.
In 2023, rhode was acquired by e.l.f. Beauty in a significant deal valued at $1 billion, underscoring the brand’s rapid growth and market impact. The successful Australian launch is a testament to this widespread appeal and the brand’s dedication to meeting its global fanbase.
