Hailey Bieber is proving that she really can do it all. Earlier this year, she sold her beauty business, Rhode, to E.l.f. Cosmetics for a whopping $1 billion, and she's now stocked in Sephora stores across the US and Canada. But the new acquisition has left us wondering when Peptide Lip Tints and Glazing Milks might be available on shelves in Australia (or at least, via international shipping).
But just this morning, it was announced that Hailey Bieber is heading to Sydney for a surprise trip next February, where she'll be appearing at the Sydney Opera House for Vogue's Forces of Fashion talk. Could this be the sign that we needed? Let's investigate.
So, will Rhode come to Australia?
At this point in time, Bieber has not disclosed that her trip has to do with an Australian expansion of her beauty brand. However, she's perfectly primed for more global expansion, and a trip down under would be ripe for announcing this.
In the meantime, we'll be stocking up on our favourite Rhode dupes to keep our skin glowing.
Will E.l.f. Cosmetics bring Rhode to Australia?
While there’s no official confirmation yet, there are a few promising signs. E.l.f. Cosmetics already has a strong presence in Australia, stocked by major local retailers like Adore Beauty, and known for its affordable, high-performance products. With the acquisition of Rhode, it’s not a stretch to think the company could leverage its existing global production and distribution infrastructure to bring Bieber’s brand to Australian shelves.
When the cosmetics brand acquired Rhode, Bieber took to Instagram to break the news, writing, "I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty."
What about Sephora?
Adding to the speculation, Rhode recently made Sephora US its first-ever retail partner, marking the first time the brand has been available outside of its own website. That move signals a clear intention to scale – and potentially expand globally.
And in a move that gives us hope, we only need to look at Glossier – another cult US beauty brand with a once-impossible-to-get reputation – which finally landed on Australian shores via Mecca last year. If that long-awaited launch proved anything, it's that the demand is here, and the appetite for buzzy, celebrity-backed skincare is only growing.
And if Rhode were to follow suit, whether through Mecca, Sephora Australia, or direct distribution via E.l.f., there’s no doubt the reception would be huge.
