In Sydney, throngs of eager shoppers lined up along a bustling street, all drawn by the much-awaited debut of Hailey Bieber’s acclaimed beauty line, rhode, at MECCA.

This internationally renowned collection, celebrated for products like its glazing milk toner, blush, and lip tint, has at last made its way to Australia, concluding a three-year anticipation.

Early Thursday morning, passionate fans gathered outside the beauty retailer, with the queue snaking along George Street.

Before the store’s doors swung open at 8am, those in line were indulged with complimentary treats, including freshly brewed coffee, pastries, and samples from rhode.

Once inside, shoppers were met with displays of rhode’s popular items, as aisles buzzed with excitement and baskets quickly filled with sought-after products.

Among the first to enter, Oakli Bird and her mother, who had arrived at 7:30am, navigated the ‘hectic’ scene to secure their desired selections.

‘The experience in store was extremely busy but the MECCA workers were so great and helpful. They were constantly restocking and offering customers help. I got everything on my wish list and had so much fun,’ Oakli told Daily Mail.

‘The line moved so quickly. We got in and purchased everything by 8:20am.’

Thousands of shoppers are queuing outside MECCA on a busy Sydney street for the highly-anticipated launch of Hailey Bieber’s sell-out beauty brand rhode

The content creator shared her shopping experience with her followers on social media.

‘The most intense store experience I’ve ever had… It was chaos,’ she said, laughing. 

As she left the store after making her purchase within 20 minutes, Oakli said she noticed the line was even longer than when she arrived.

And she wasn’t the only one getting her hands on the sought-after products.

‘Honestly I’m very satisfied (with my purchase). I would 100 per cent wake up at 6am for this again,’ one fan said. 

‘The most stressful morning of my life,’ another shared after they managed to secure their favourite products.

For years, fans have been begging rhode and Hailey Bieber to bring the curated line-up of products to Australia and New Zealand.

Oakli Bird – who started lining up from 7.30am with her mum – was among the first group to enter the store as she battled through the ‘hectic’ crowd to get her items

Inside, shoppers were greeted by rows of rhode’s best-sellers, with aisles bursting as customers piled their baskets high with products

As of February 12, the brand’s complete collection is officially available at MECCA and via rhodeskin.com for Australia and New Zealand.

‘We are proud to announce our global expansion to Australia and New Zealand, bringing the world of rhode to even more places and faces,’ Hailey said. 

‘When launching into the Australian market, we looked for a globally aligned partner and MECCA was that perfect fit.’ 

Earlier this year, rhode sent Aussie fans wild with its major news.

‘Yay! I’ve been waiting so long for this! Super excited,’ one revealed.

‘The news we’ve all been waiting for OMG,’ another said.

‘OMG this is seriously the best news ever! Been waiting years for this,’ one shared.

‘Crying, screaming, throwing up,’ another screamed.

‘Genuinely thank god. I was just having a breakdown about how I ran out of my glazing milk I got in the US,’ one added.

The world-famous skincare and makeup collection, best known for its glazing milk toner, blush and lip tint, has finally landed in Australia – ending a three-year wait

On Thursday morning, eager fans were seen outside the beauty giant’s store, with massive lines stretching down George Street

rhode was founded by Hailey Rhode Bieber in June 2022. She serves as the brand’s founder, chief creative officer and head of innovation, as well as a strategic advisor to e.l.f. Beauty.

Inspired to create products that truly work while remaining accessible to everyone, rhode is rooted in science and aims to simplify the often complex narratives surrounding effective skincare.

Formulated for a variety of skin types and needs using skin-loving ingredients, the range is designed as a daily routine that nourishes and supports the skin barrier over time.

In 2025, rhode was acquired by e.l.f. Beauty for $1 billion.