Hailey Bieber has made a stylish arrival in Australia, touching down in Sydney to mark the imminent launch of her popular skincare brand Rhode in the Australian and New Zealand markets. The 29-year-old model and entrepreneur was spotted at Sydney Airport on Wednesday, cutting a chic figure that immediately captured attention.
Fashionable Arrival in Sydney
The Vogue model showcased her fashion credentials with an eye-catching ensemble that combined luxury and contemporary style. She wore a white top beneath a distinctive belted jacket from designer Magda Butrym, valued at approximately AUD $3,930. The jacket featured a cinched waist and a dramatic bubble hem that created a striking silhouette.
Complementing this statement piece, Hailey paired crisp white trousers with elegant black pointed-toe pumps. Her brunette hair was pulled back in a sleek, tight bun, while accessories included a substantial black leather shoulder bag, black sunglasses, and white headphones. Flanked by what appeared to be two bodyguards, she maintained an aura of effortless cool as she navigated the airport terminal.
Warm Welcome from Australian Fans
The model received an enthusiastic reception from waiting fans who had gathered in hopes of capturing a selfie or receiving a smile from the celebrity. Hailey graciously acknowledged the crowd, offering waves and genuine grins as she made her way through the airport. This warm interaction highlighted the significant anticipation surrounding her brand's expansion into the Australian market.
Rhode's Long-Awaited Australian Launch
For three years, Australian and New Zealand consumers have eagerly awaited access to Rhode's curated lineup of skincare products, which includes the brand's celebrated glazing milk toner, blush, and lip tint. Until now, shoppers have faced considerable challenges obtaining these items, often resorting to purchasing during trips to the United States or paying premium prices for international shipping through third-party sellers.
This logistical hurdle ends on February 12 when Rhode officially launches at MECCA stores across Australia. Additionally, the complete collection will become available for direct shipping to homes throughout Australia and New Zealand via the official rhodeskin.com website.
Strategic Expansion and Brand Background
"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 Bieber stated regarding the launch. She emphasized that MECCA represented the "perfect fit" as a globally aligned partner for entering the Australian market.
Rhode was founded by Hailey Rhode Bieber in June 2022, with the model serving as founder, chief creative officer, and head of innovation. The brand achieved a significant milestone in 2025 when it was acquired by e.l.f. Beauty for $1 billion, with Hailey continuing in an advisory role to the parent company.
Social Media Excitement and Personal Context
Fans have expressed overwhelming excitement on social media platforms following the announcement, with one enthusiast declaring, "Dreams really do come true." This launch represents a major step in Rhode's international growth strategy and responds directly to years of consumer demand from the region.
The Australian visit comes amid continued public interest in Hailey's personal life, including recent discussions about a resurfaced video from August 2024 that some social media users interpreted as staged content. Hailey and husband Justin Bieber, who married in September 2018, welcomed their son Jack Blues Bieber in August 2024, adding family dimensions to her professional endeavors.
With her fashionable arrival and the impending retail launch, Hailey Bieber has successfully generated substantial buzz for Rhode's Australian debut, promising to make the brand's products more accessible than ever to skincare enthusiasts across the region.
