rhode beauty

Hailey Bieber's Rhode Beauty: The Ultimate Guide to its Australian Launch at Mecca

The whispers have turned into confirmed roars across the Australian beauty community. After months of speculation and viral TikTok trends, Hailey Bieber’s coveted skincare and makeup brand, Rhode, is officially making its way Down Under. For Australian beauty enthusiasts who have been patiently waiting to get their hands on the famous Peptide Lip Tint, the "glazed donut skin" era is finally within reach.

This article serves as your comprehensive guide to the arrival of Rhode Beauty in Australia, detailing the official launch date, exclusive retailer partnerships, and the specific products causing the biggest buzz.

The Big Reveal: Rhode Confirms Australian Arrival

The long-held speculation has been officially verified by major Australian news outlets. According to reports from Nine, News.com.au, and Vogue Australia, Hailey Bieber’s minimalist skincare line, Rhode, has confirmed an exclusive retail partnership with Mecca.

The brand, which has built a cult following in the United States and parts of Europe since its 2022 debut, is set to launch in the Australian market in February 2026. This strategic move marks a significant expansion for the brand, which has previously focused on direct-to-consumer sales via its own website.

The news was met with immediate excitement, with Vogue Australia noting that the brand is "launching in Australia and New Zealand via an exclusive retail partnership with Mecca." This confirms that Australian customers will no longer need to rely on international shipping or third-party resellers to access the products.

Why the Hype? Understanding the "Glazed Donut Skin" Phenomenon

To understand the significance of this launch, one must look at the cultural impact of Hailey Bieber’s personal brand. As a model and media personality with millions of followers, Bieber has single-handedly popularised the "glazed donut skin" aesthetic—a look defined by extreme hydration, a dewy finish, and a healthy skin barrier.

Rhode is not just another celebrity brand; it is positioned as a "curated skincare essentials" line. The philosophy is built on fewer, better products. According to the brand's ethos, the goal is to "nourish your skin barrier, giving instant dewy glow and improving the look of skin over time."

The brand’s viral nature cannot be overstated. In the US, product drops often sell out in minutes. For Australian consumers, who have watched these trends from afar, the Mecca partnership represents a democratization of access to these viral products.

The Product Lineup: What to Expect at Mecca

While the official inventory for the Australian launch has yet to be fully detailed in press releases, we can anticipate a full rollout of the brand’s core "skincare essentials and hybrid makeup." Based on the brand's current offerings and supplementary research, here is what Australian shoppers can likely expect:

1. The Peptide Lip Tints

This is arguably the brand's most famous product. It went viral for its high-shine finish and nourishing ingredients. Expect shades like Peptide Lip Treatment, Unboxing, and Espresso to be top sellers.

2. The Barrier Restore Cream

A staple in the line, this moisturiser is designed to support and rebuild the skin barrier—a key concern for many skincare users.

3. The Glazing Milk and Peptide Glazing Fluid

These are the lightweight hydrators that form the base of the "glazed donut" routine. They are designed to be layered for a glass-skin effect.

4. Pocket Blush

A newer addition to the line, this cream blush fits the brand’s minimalist aesthetic and is designed for on-the-go application.

Important Note: While Glamour and other sources mention Rhode’s availability at Sephora in the US, the verified Australian reports specifically cite an exclusive partnership with Mecca. Shoppers should direct their attention to the Mecca website and stores for official stock.

The Strategic Partnership: Why Mecca Won the Bid

The choice of Mecca as the exclusive retailer is significant. Mecca has established itself as the premier destination for high-growth, cult-status beauty brands in Australia. By securing the exclusive rights to Rhode, Mecca reinforces its dominance in the market, particularly against competitors like Sephora.

For Rhode, partnering with Mecca ensures that the brand receives the "white glove" treatment it is accustomed to in the US. Mecca is known for its high-touch customer service and beauty education, which aligns with Rhode’s focus on skin health education.

As reported by Vogue Australia, the launch will be staggered: "Products landing online and in select flagship stores from 12-13 February. Wider rollout will follow soon after." This suggests that major Mecca stores (likely in Sydney and Melbourne) will get the stock first, with wider distribution to follow.

The Launch Logistics: Dates, Queues, and Expectations

If the US launch is any indication, the Australian launch will be chaotic.

• Date: February 2026 (Specifically flagged as February 12-13 for initial drops).
• Location: Mecca.com.au and select Mecca Flagship stores.
• Expectations: As noted in supplementary research, "expect queues, waitlists and fast sell-outs."

Australian beauty shoppers are accustomed to high-demand launches, but the viral nature of Rhode suggests that stock will be incredibly limited in the first few weeks.

A Timeline of the Buzz

• Late 2024/Early 2025: Rumors begin circulating on Australian beauty forums and TikTok regarding a potential partnership.
• May 2025: Major Australian publications (Nine, News.com.au, Vogue) confirm the launch, citing February 2026 as the target.
• Future (Feb 2026): Official retail availability begins.

The Broader Implications for the Australian Beauty Market

The arrival of Rhode Beauty in Australia is more than just a new brand launching; it signals a shift in how global viral brands approach the Australian market.

1. The Rise of "Hybrid" Skincare-Makeup Rhode blurs the line between skincare and makeup. This aligns with the current Australian preference for "no-makeup makeup" and sun-safe, skincare-heavy routines.

2. Direct-to-Consumer vs. Retail For a long time, Rhode operated primarily DTC (Direct to Consumer) in the US. Moving to a retail model in Australia (via Mecca) shows a maturity in the brand's logistics and a desire to scale globally faster.

3. Economic Impact High-demand beauty launches drive significant revenue for retailers. The "waitlist" model creates hype cycles that boost engagement and sales figures for Mecca.

How to Prepare: A Shopper’s Guide

For those looking to secure their Rhode products on launch day, preparation is key.

1. Create a Mecca Account: Ensure your shipping details and payment methods are saved on Mecca.com.au well before February 2026.
2. Follow Social Channels: While Rhode (@rhode) and Hailey Bieber (@haileybieber) are the primary sources, following Mecca’s beauty news channels is vital for exact drop times.
3. Prioritize Your Wishlist: The viral nature of the products means you likely won't be able to buy everything. Prioritize the Peptide Lip Tint if you want a quick win, as it is the brand's hero product.
4. Be Patient with Shipping: While in-store pickup is an option for those near flagships, online demand may cause website lag. Refreshing the page is standard practice for these types of launches.

Conclusion: The "Glazed Donut" Era Arrives

Hailey Bieber’s Rhode Beauty arriving in Australia is the beauty news we’ve been waiting for. It validates the Australian market as a key player in the global beauty landscape and provides local access to products previously hard to obtain.

By partnering with Mecca, Rhode ensures a launch that is as polished as the "glazed donut skin" look it promotes. Whether you are a skincare minimalist or a makeup enthusiast, the February 2026 launch is set to be a defining moment in the Australian beauty calendar.

Disclaimer: This article is based on verified reports from Australian news outlets including Nine, News.com.au, and Vogue Australia. While supplementary research provides context on product details, consumers should always check Mecca’s official channels for the most up-to-date stock information.