Hailey Bieber, the prominent model and entrepreneur, captivated global attention this week with a striking bikini-clad selfie shared from Sydney, Australia, coinciding with the highly anticipated debut of her skincare brand, Rhode, in the Australian and New Zealand markets. The viral image, posted by Bieber on Wednesday, February 11, 2026, served as an informal yet powerful launch announcement, generating significant buzz across social media platforms as her brand officially expanded into the Oceania region. This strategic move marks a substantial milestone for Bieber’s rapidly growing beauty empire, making her highly sought-after products accessible to a new international consumer base after years of unavailability.
The global beauty landscape has increasingly witnessed the rise of celebrity-backed brands, leveraging personal influence and curated aesthetics to connect with consumers. Hailey Bieber, at 29 years old, has solidified her position not merely as a model but as a formidable force in this competitive sector. Her journey into entrepreneurship with Rhode Skin began with a clear vision: to create effective, minimalist skincare products. Since its initial launch, Rhode has cultivated a dedicated following, known for its focus on skin barrier health and a "glazed donut" aesthetic, largely propelled by Bieber’s personal brand and extensive reach on platforms like Instagram and TikTok.
Bieber’s decision to personally spearhead the Australian launch underscored the significance of this market expansion. For years, Australian and New Zealand consumers have expressed keen interest in Rhode products, often relying on international shipping or third-party resellers. The partnership with Mecca Cosmetica, a leading beauty retailer in the region, was a deliberate choice aimed at ensuring seamless distribution and brand alignment. Mecca Cosmetica is renowned for its curated selection of high-end and cult-favorite beauty brands, making it an ideal platform for Rhode’s introduction to a discerning clientele.
The widely circulated selfie, which quickly became a talking point, captured Bieber in a strapless yellow two-piece swimsuit, posing makeup-free in a mirror within her Sydney hotel room. The backdrop, a scenic view of the iconic Sydney skyline, subtly grounded the moment in its geographical context. Bieber strategically utilized the viral Rhode Lip Case in the photo, a clear nod to her brand’s popular product line, demonstrating an astute integration of personal lifestyle and business promotion. Her hair appeared slightly damp, and she accessorized minimally with small gold hoop earrings, contributing to an effortlessly chic aesthetic that resonates with her personal brand.
Speaking to Vogue Australia on Thursday, February 12, Bieber expressed profound excitement regarding the brand’s new chapter. "Expanding Rhode into new markets is always exciting, and the response has been overwhelmingly positive," she stated. "I’ve always imagined Rhode on shelves around the world, and bringing it to Australia and New Zealand feels like a major milestone in our journey." She further emphasized the palpable enthusiasm from the local community, noting, "Seeing the excitement from our community here over the years has meant so much to me, and it’s been amazing to feel the buzz here… Finally being able to share Rhode with our community here is a really special moment for us all."
Beyond the retail launch, Rhode has planned several engagement initiatives to immerse Australian and New Zealand consumers in the brand experience. A temporary Rhode Bakery pop-up store is slated to open in Sydney, offering a unique, interactive way for fans to connect with the brand’s aesthetic and products. This experiential marketing approach is designed to create memorable moments and deepen brand loyalty. Furthermore, an exclusive Peptide Lip Treatment has been developed specifically for the Australian and New Zealand markets, catering to local preferences and adding a layer of exclusivity to the launch. This tailored approach highlights Rhode’s commitment to understanding and serving its diverse global audience.
The successful expansion into Australia and New Zealand follows a period of significant growth and strategic maneuvering for Rhode Beauty. In May 2025, a pivotal development reshaped the brand’s trajectory when Hailey Bieber sold Rhode to e.l.f. Beauty in a landmark deal valued at $1 billion. This acquisition by the publicly traded beauty conglomerate underscored Rhode’s immense market value and potential for future expansion. The sale positioned Rhode within a larger corporate structure, providing access to broader resources, distribution networks, and strategic expertise, while still allowing Bieber to maintain a leadership role and creative influence.
Reflecting on the monumental sale, Bieber shared her astonishment and gratitude in an interview with GQ following the transaction. "For me, everything with Rhode, I have my hopes for it, and then I feel like it always exceeds my hopes and expectations," she remarked. "Everything that has happened with this brand has far eclipsed anything I could have ever dreamed of and hoped for." Her statements underscore not only the commercial success of Rhode but also the personal fulfillment derived from building a globally recognized brand from the ground up.
The substantial proceeds from the $1 billion sale have prompted questions regarding Bieber’s financial stewardship. In October 2025, she disclosed her plans to prioritize long-term financial security, particularly for her family. "I want to preserve that for my son’s future," Bieber told WSJ. Magazine, referencing her one-year-old son, Jack. This declaration highlights a mature and responsible approach to managing significant wealth. Recognizing the unprecedented scale of the sum, she emphasized a commitment to prudent financial management. "It’s an amount of money that I have not dealt with before, so I just want to be smart with it," she asserted, indicating a clear intention to invest wisely rather than indulge in frivolous spending.
The $1 billion valuation of Rhode included a complex financial arrangement where Hailey Bieber, alongside Rhode CEO Nick Vlahos and co-founders Lauren Ratner and Michael D. Ratner, shared in a distribution of $800 million in cash and stock. This structure reflects the collaborative effort behind Rhode’s success, acknowledging the contributions of the entire leadership team in building the brand to its impressive valuation. Bieber’s vision extends beyond immediate gratification, focusing on sustainable growth and leveraging her entrepreneurial achievements to secure a lasting legacy for her family.
As Rhode Beauty firmly establishes its footprint in Australia and New Zealand, the brand continues to exemplify the potent combination of celebrity influence and strategic business acumen. Hailey Bieber’s personal engagement in the launch, highlighted by her viral bikini selfie, served as a powerful testament to her hands-on approach and commitment to connecting directly with her global audience. The brand’s journey, from its conceptualization to its billion-dollar acquisition and subsequent international expansion, solidifies its position as a significant player in the competitive beauty industry, driven by innovation, consumer demand, and the enduring appeal of its founder.
