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Hailey Bieber’s skincare label, Rhode, is expanding its global presence and has made its way to Australian shores, marking a significant milestone for the celebrity beauty brand. The launch of Rhode Skin Australia comes during a period of rapid growth and industry attention, following the brand’s recent acquisition by beauty giant e.l.f. Cosmetics in a billion-dollar deal.
Rhode Beauty and Its Meteoric Rise
Since its inception, Rhode—founded by model and entrepreneur Hailey Bieber—has redefined the contemporary beauty landscape. Known for its minimalist, skin-focused ethos and products that prioritize simplicity and efficacy, Rhode has quickly garnered a cult following. Among the brand’s best-selling items are the Peptide Lip Tint and the Peptide Lip Treatment, which have become highly sought after, generating substantial social media buzz and critical acclaim.
Recent coverage by Forbes noted the launch of Rhode’s “Peptide Lip Shape” and highlighted the brand’s influence as it redefines modern beauty standards through innovative, user-friendly products.
Expansion to Australia Amid Major Acquisition
Rhode’s arrival in Australia coincides with a pivotal moment for the company. In a headline-grabbing move, e.l.f. Cosmetics acquired Rhode for $1 billion, a transaction reported by both ELLE Australia and Inkl. This deal underscores the surging value of celebrity-backed beauty brands and signals e.l.f.’s confidence in Rhode’s potential to thrive both in the United States and internationally.
The move also marks one of the beauty industry’s most significant mergers and acquisitions of the year, as highlighted by Vogue Business, which analyzed the current outlook for beauty deals in an uncertain market. Rhode’s successful entry into new territories—including Australia—demonstrates the brand’s robust growth strategy in the wake of this acquisition.
What to Expect from Rhode Skin Australia
With the official launch of Rhode Skin Australia, local beauty enthusiasts can now access Hailey Bieber’s signature skincare line directly. The collection includes Rhode’s hero products that have already won over global fans, blending effective ingredients with straightforward routines suitable for daily use. The brand is expected to leverage e.l.f.’s distribution network to reach Australian consumers both online and in select retail locations.
Hailey Bieber’s involvement remains central to Rhode’s brand identity, with her personal approach to beauty and skincare resonating strongly with both Australian and international audiences. As one of the “30 Celebrity Beauty Brands That Are Actually Good,” according to Harper’s Bazaar, Rhode maintains a reputation for quality and authenticity—attributes that are likely to appeal to an increasingly discerning market.
Looking Ahead
Rhode’s expansion into Australia underscores the country’s attractiveness as a key market for premium, celebrity-driven beauty brands. Backed by e.l.f. Cosmetics’ resources and expertise, Rhode is well-positioned to meet growing consumer demand for innovative yet accessible skincare products.
As the beauty industry continues to evolve, Rhode’s latest move signals not just the growth of a single brand, but also the enduring power of celebrity entrepreneurship and strategic corporate partnerships in shaping the future of global beauty.
*For more on the latest in beauty brand expansions and industry news, follow updates from leading sources such as ELLE Australia, Inkl, Vogue Business, Forbes, and Harper’s Bazaar.*
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