NEED TO KNOW
- Hailey Bieber launched Rhode in 2021 with three core products
- This year, she sold the company to e.l.f. for $800 million US and launched in Sephora America
- A scheduled visit in February 2026 has Australian fans thinking we may soon be able to shop Rhode in Australia
Celebrity beauty brands are often a flash in the pan, and we treat them with a healthy dose of scepticism at ELLE Australia. One brand with serious staying power, though, is Hailey Bieber’s Rhode. The It-girl and new mum has evolved from being best known as Justin Bieber’s wife into one of beauty’s most influential figures in just a few years.
While she first launched with skincare – a tight edit of a daily moisturiser, serum and peptide lip balm that captured her signature “glazed doughnut skin” aesthetic – she quickly expanded into cosmetics. Bieber also levelled up the brand, assembling an advisory board to help drive innovation, including cosmetic chemist Dr Ron Robinson and board-certified dermatologist Dr Dhaval Bhanusali. Now, Rhode is a multi-piece range that includes viral staples like the Glazing Milk and Pocket Blush.
As the inventor of the lip-gloss phone case, she has a knack for spotting what makes a product go viral – and she’s proven again and again that she can give the girlies what they didn’t even know they needed. Rumours that Rhode would launch in Australia began swirling when the brand was acquired by e.l.f. and rolled into Sephora US earlier this year. With news that it will finally land on Australian shelves in February, the whispers have only intensified. A royal visit to mark its debut doesn’t feel entirely out of the question.
The remaining question is whether Bieber will launch through MECCA or Sephora. Sephora seems the obvious choice, given the brand’s existing US partnership, but MECCA has been on a hot streak, securing international launches including Victoria Beckham Beauty and Phlur in the last year alone.
We’re beauty-obsessed at ELLE Australia and haven’t let Rhode’s absence from local shelves stop us from testing the products (what else is travelling friends’ checked luggage for?). With the strong suspicion Rhode is finally coming our way, we’re rounding up our favourite buys from the viral line.
Rhode Pocket Blush
One of the more recent viral launches, the Rhode Pocket Blush has a fresh satin finish, plenty of pigment and a formula designed for on-the-go application. It blends seamlessly into bare skin or foundation – it doesn’t pill makeup underneath, and it doesn’t get “lifted” if you apply cream highlighter on top, a common flaw in many cream blushes.
Toasted Teddy is the most viral shade: a “blonzer” (that’s blush-bronzer) hybrid that gives the look of fresh, sun-kissed skin. Fairer complexions may prefer Pinky Tan, a peachier yet still earthy tone that looks beautiful swept across the cheekbones and the bridge of the nose.
Rhode Glazing Milk
If you need an instant hit of glow, look no further than Glazing Milk – a product that has been a staple in the ELLE team’s routines for years. The watery-essence formula is rich in polysaccharides to draw water into the skin, ceramides to lock in moisture and zinc, magnesium and copper to help calm irritation and neutralise pollution.
Like all great essences, it’s lightweight but not watery, with more body than many essences on the market. It’s the perfect reset button when my skin feels dull after a late night (whether caused by deadlines or dancing) or when I’ve had a reaction to another product.
Rhode Peptide Glazing Fluid
This is a wonderfully simple gel-serum that shines when your skin needs a reset. Bieber told Glamour her skin is easily irritated: “Certain products irritate my skin, giving me a horrible itchy rash around my mouth and eyes.” It makes sense, then, that Rhode avoids retinols and potent vitamin C formulas. Instead, these products focus on hydrating, soothing and boosting radiance.
The Glazing Fluid has a cooling gel texture and contains peptides, niacinamide and hyaluronic acid. It also works as a double-duty finishing product: bounced over makeup, it mimics the glow of naturally fresh skin. One of our favourite 6 pm tricks? Tapping a little under dry under-eyes and over cakey foundation before heading out after work. Instant refresh.
Rhode Peptide Lip Treatment
The Peptide Lip Treatment – both tinted and untinted – is arguably Rhode’s most viral product, helped along by the iconic phone case and the sky-high demand for glossy balms. Both versions deliver long-lasting hydration with peptides, shea butter and vitamin E, and leave a glassy, juicy finish on the lips. The clear shade layers perfectly over lip liner or lipstick.
Bieber recently reformulated the treatment, so the new and improved version will be the one landing in Australia. If you love the tinted Summer Fridays balms, Rhode’s tinted versions offer more colour payoff and an even glossier sheen, adding something genuinely different to your everyday lip wardrobe. We’re also excited for the new Rhode Peptide Lip Shape Liners, designed to create a soft, diffused contour.
Rhode Glazing Mist
Whether you’re sitting in icy office air-con, sweating through an Australian summer or travelling, we’re firm believers in a good face mist – and Bieber’s is an impeccable addition to the category. It instantly cools and refreshes, making it ideal for dialling down post-Pilates redness. Crucially, it also plays well with makeup: spritzed over a full face, it doesn’t melt or patch, instead reviving powder and restoring glow.
Best of all? The mist is vaporous. The entire mist category suffers from sprayers that blast product like a garden hose. The Glazing Mist, however, dispenses as a fine cloud, creating a veil of hydration rather than a waterfall. It gives skin an instant dewy freshness without disturbing a single glam layer.
Rhode: What We Want To Try
We’re yet to try the Pineapple Refresh Cleanser – a balm-to-lather formula designed to melt SPF and makeup while gently exfoliating with pineapple enzymes and nourishing with polyglutamic acid. We’re also eager for Bieber’s take on lip liner: the Rhode Peptide Lip Shape Lift, a sheer, softly blurring liner designed to create a plush, contoured effect.
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