Hailey Bieber is proving that she really can do it all. This morning, the beauty mogul announced that her brand, Rhode, has been acquired by E.l.f. Cosmetics, for a whopping $1 billion.
She took to Instagram to share 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."
In just three short years, Bieber has built her products up to be some of the most sought after additions to bathroom shelves and makeup bags. It's a fact no one knows better than Australians who, thanks to shipping restrictions, have to rely on overseas holidays, elaborate shipping services, or favours from well-travelled friends to get their hands on a Peptide Lip Tint or Glazing Milk. But this latest news has got us thinking: could E.l.f. could be the key to bringing Rhode across borders and into Australian stores? Let's investigate.
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 infrastructure to bring Bieber’s brand to Australian shelves.
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.
So, will Rhode come to Australia?
While we’re still waiting on official word, all signs point to yes, it seems increasingly likely that Rhode Beauty will be available in Australia — and maybe sooner than we think. In the meantime, we'll be stocking up on our favourite Rhode dupes to keep our skin glowing.
