Rhode, the beauty brand founded by Hailey Bieber, expands globally with a successful launch in Australia through Mecca, marking the retailer's biggest launch ever and fueled by a strategic mix of online and in-store presence, celebrity engagement, and innovative pop-up experiences.
Following its acquisition by Elf Beauty in May of the previous year for a staggering $1 billion, Rhode , the brand founded by Hailey Bieber , has embarked on an ambitious global expansion strategy. This whirlwind tour has seen the brand make its mark in key markets such as Canada, the UK, and France. The latest chapter in this international rollout saw Rhode make its debut Down Under, launching simultaneously in Australia and New Zealand through the prestigious multi-brand retailer, Mecca .
This launch, a testament to the brand's rapid growth and appeal, was the largest in Mecca's history, attracting over one million visitors across its 110 stores during the launch weekend from February 12th to 15th. This follows the successful launch in the UK with Sephora in September 2025, which also became Sephora UK’s biggest launch to date. This expansion reflects Rhode’s strategy to scale its brand via international growth, new product releases, and strategically placed pop-up events. \Hailey Bieber, remaining deeply involved as Rhode's Chief Creative Officer and Head of Innovation, has played a pivotal role in driving the brand's success. She actively participates in launch events, understanding the importance of personal interaction with consumers. In an exclusive interview with Vogue Business, Bieber highlighted the strategic decision to enter the Australian market. She emphasized the significant demand for the brand and the natural synergy with Mecca, a renowned beauty destination with a loyal customer base. The launch in Australia involved a carefully curated strategy that leveraged social media-friendly, immersive, local pop-ups, limited-edition product releases, and direct engagement with consumers. The strategy included a bakery pop-up serving local treats, branded coffee cups, and stamp cards that could be redeemed for Rhode samples in select Mecca stores. Bieber herself made personal appearances at both the Mecca locations and the bakery pop-up, enthusiastically interacting with fans. She even attended the Sydney Wuthering Heights premiere to generate buzz. This hands-on approach reflects Bieber's personal dedication to the brand and her understanding of its core values. \The effectiveness of this expansion strategy is evident in Rhode's exceptional performance. In Elf Beauty’s third-quarter results from February, Rhode was confirmed as its fastest-growing brand, exceeding all expectations. In North America, the brand is the top-selling brand at Sephora, outperforming numerous viral upstarts and established names. During an earnings call, Elf Beauty CFO Mandy Fields projected that Rhode is expected to generate approximately $260 to $265 million in net sales in fiscal 2026, significantly surpassing the initial expectation of $200 million. The Australian market is expected to significantly contribute to this growth. The beauty and personal care market in Australia was valued at $8.45 billion in 2024, with color cosmetics making up $1.52 billion, according to Euromonitor. Mecca, known for launching international brands, including Westman Atelier, Charlotte Tilbury, Glossier, and Emma Lewisham, into its stores, has proven to be a strategic partner. Jo Horgan, founder and co-CEO of Mecca, expressed enthusiasm for Rhode, calling it one of the most culturally relevant beauty brands and emphasizing its alignment with Mecca’s customer base. The Australian launch marked the first time Rhode simultaneously launched online DTC and in physical retail, reflecting a strategic evolution in the brand's approach. This strategy underlines Rhode's confidence in its direct-to-consumer approach while simultaneously leveraging the advantages of retail partnerships
Rhode Hailey Bieber Mecca Beauty Brand Expansion
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