Rhode, Hailey Bieber’s beauty brand, launches in Australia with Mecca stores, starting in Sydney and expanding soon to Perth, marking its first major push in the Australian market.

To coincide with the rollout, Rhode partners with A.P Bakery in Surry Hills for a pop-up from February 12 to 15, serving Rhode-inspired treats and running daily from 7:30am to 3pm.

Perth celebrities and local influencers, including Sopha Dopha, Jade Brycki, Rahnee Bransby, Faith Ward, Gracie Piscopo, Em Davies, and Indy Clinton, joined the event and reacted to Bieber’s engagement.

Rhode is highlighted for its rapid international expansion and its distinctive celebrity-founded positioning with a focused product range and strong online availability.

The brand’s appeal centers on a glazed skin aesthetic and hero ingredients like peptides, leveraging Bieber’s massive social reach to attract Gen Z skincare enthusiasts.

Popular Rhode products highlighted include Glazing Milk, Peptide Lip Treatment, Lip Tint, Lip Shape in shades like Press and Lean, and Pocket Blush, noted for texture, hydration, and buildable coverage.

The UK launch via Sephora and viral products like Peptide Lip Treatments and Glazing Milk contribute to the buzz around Rhode’s rollout.

Bieber shared Rhode’s expansion messages through Vogue, with updates also posted on the brand’s Instagram and official site.

The launch includes a Rhode-themed pop-up at A.P. Bakery in Surry Hills as part of the broader Australian debut.

Alexander shared the moment on social media, sparking praise from influencers and fans.

Local attention in Perth included comments from Brooke Warne and a hairdresser filming Alexander’s content, underscoring the viral moment.

Perth influencer Jacquie Alexander attended the Sydney launch and reported Bieber recognizing her, describing it as a life-changing moment.