At long last, Hailey Bieber‘s Rhode is coming to Australia! Beauty fans will be able to get their hands on the viral Milky Toner without begging friends to pick one up in the United States, because those rumours were true: Rhode is landing at Mecca.
“The world of Rhode is on the way. We’re so happy to announce that our lineup of curated everyday essentials is coming to Australia and New Zealand very soon,” an announcement from Rhode on Instagram read.
The brand will land in Mecca’s Bourke St (Melbourne) and George St (Sydney) stores on February 12, with most stores to follow on February 13.
Fans will also be able to shop the “complete collection” from rhodeskin.com as of February 12, 6am AEDT. It’s not yet clear if Mecca will carry the full collection in store, but hey — if you can’t find the product you want, you can always order it online.
“It’s been such a treat to grow our community around the globe and bring Rhode into the daily routines of so many people. Thank you for all your continued love and support — we have so much more to look forward to together,” the statement continued.
It comes almost a year after Bieber sold Rhode to e.l.f. Beauty in a US $1 billion (approx. $1.49 billion) deal, with the beauty mogul also joining e.l.f. as a strategic adviser. (She remains chief creative officer and head of innovation of Rhode.)
“We are proud to announce our global expansion to Australia and New Zealand, bringing the world of rhode to even more places and faces,” Bieber said. “When launching into the Australian market, we looked for a globally aligned partner and Mecca was that perfect fit.”
The announcement comes one day after TikTok users were sent into a tizzy by rumours the brand was launching at Mecca, after a video from Olly Grasso showed what appeared to be a Rhode landing page on the Mecca website. It was quickly taken down, but screenshots — and the devotion of beauty fans — last forever.
The launch will coincide with Ms Hailey Bieber herself heading to Sydney for Vogue‘s Forces of Fashion. She’s headlining the conversation series, which will see cultural leaders, tastemakers and insiders take the stage of the Sydney Opera House.
The line-up thus far includes Vogue Australia editor-in-chief Christine Centenera, model, actor, and entrepreneur Rosie Huntington-Whitely, actor Phoebe Tonkin, director Baz Luhrmann, Oscar-winning costume designer Catherine Martine, actor and director Taika Waititi, musician Rita Ora, designer Nicky Zimmermann, model Adut Akech Bior, actor Sarah Snook, and actor, writer and filmmaker Joel Edgerton.
More names are yet to be announced, so watch this space. And see you bright and early on February 12!
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