Thousands of dedicated shoppers formed extensive queues outside the MECCA store on a bustling Sydney street on Thursday morning, eagerly awaiting the highly-anticipated Australian debut of Hailey Bieber's sell-out beauty brand Rhode. The world-famous skincare and makeup collection, renowned for its glazing milk toner, blush, and lip tint, has finally arrived in Australia, concluding a three-year wait for devoted fans.
Early Morning Excitement and Freebies
Before the doors opened at 8am, massive lines stretched down George Street as customers gathered from the early hours. Those waiting in line were treated to complimentary offerings, including freshly brewed coffee, pastries, and Rhode cleansers, adding to the festive atmosphere of the launch event.
Inside the Store: A Frenzied Shopping Experience
Inside the store, shoppers were greeted by rows of Rhode's best-selling products, with aisles overflowing as customers enthusiastically piled their baskets high with items. Oakli Bird, who began queuing with her mother at 7:30am, was among the first group to enter the store, navigating through what she described as a 'hectic' crowd to secure her haul.
'The experience in store was extremely busy but the MECCA workers were so great and helpful. They were constantly restocking and offering customers help. I got everything on my wish list and had so much fun,' Oakli told Daily Mail. 'The line moved so quickly. We got in and purchased everything by 8:20am.'
Social Media Reactions and Customer Satisfaction
The content creator documented her Rhode shopping experience on social media, calling it 'the most intense store experience I've ever had... It was chaos,' she said, laughing. Upon leaving the store after completing her purchase within 20 minutes, Oakli noted that the queue had grown even longer than when she arrived.
She was not alone in her enthusiasm. 'Honestly I'm very satisfied (with my purchase). I would 100 per cent wake up at 6am for this again,' one fan exclaimed. Another shared, 'The most stressful morning of my life,' after successfully securing their favourite products.
Long-Awaited Expansion to Australia and New Zealand
For years, fans have been pleading with Rhode and Hailey Bieber to bring the curated line-up of products to Australia and New Zealand. As of February 12, the brand's complete collection is officially available at MECCA and via rhodeskin.com for these markets.
'We are proud to announce our global expansion to Australia and New Zealand, bringing the world of Rhode to even more places and faces,' Hailey stated. 'When launching into the Australian market, we looked for a globally aligned partner and MECCA was that perfect fit.'
Fan Reactions to the Announcement
Earlier this year, Rhode sent Australian fans into a frenzy with the major news. Responses included: 'Yay! I've been waiting so long for this! Super excited,' one revealed. Another said, 'The news we've all been waiting for OMG,' while one shared, 'OMG this is seriously the best news ever! Been waiting years for this.' Others expressed even more dramatic reactions, with one screaming, 'Crying, screaming, throwing up,' and another adding, 'Genuinely thank god. I was just having a breakdown about how I ran out of my glazing milk I got in the US.'
Background of the Rhode Brand
Rhode was founded by Hailey Rhode Bieber in June 2022. She serves as the brand's founder, chief creative officer, and head of innovation, as well as a strategic advisor to e.l.f. Beauty. Inspired to create products that truly work while remaining accessible to everyone, Rhode is rooted in science and aims to simplify the often complex narratives surrounding effective skincare.
Formulated for a variety of skin types and needs using skin-loving ingredients, the range is designed as a daily routine that nourishes and supports the skin barrier over time. In 2025, Rhode was acquired by e.l.f. Beauty for $1 billion, marking a significant milestone in its growth and expansion efforts.
