Hailey Bieber expands Rhode skin into a makeup line
Hailey Bieber’s rhode skin began as a tightly edited skincare range, launching in June 2024 with a dozen cream-textured products built around hydration, protection and a dewy finish. Standouts included the Sheer SPF Tint, Peptide Eye Cream and rich moisturisers, all sold in peach-toned packaging that made the new brand instantly recognisable online. The compact range made Bieber’s glossy, fresh-skin aesthetic feel achievable without requiring a complicated shelf full of products.
The next step is considerably bigger. Bieber’s company has announced a colour cosmetics launch featuring about 30 products, planned for autumn 2025. Reported categories include complexion, cheek and lip colour, extending the label’s existing tint and blush strengths without abandoning the clean, minimal look that attracted its first wave of fans. The scale suggests rhode wants to become a complete beauty brand rather than remain tied to a single skincare routine.
For Bieber, the transition follows a familiar pattern of using her fashion audience to introduce a concept, then allowing public reaction to shape its development. Beauty creators and social users have already tested rhode products through routines, reviews, shade demonstrations and reposts. That visibility has helped the brand build demand without relying entirely on traditional celebrity advertising, giving each new formula a head start when it reaches retail shelves.
Australian shoppers already know the brand through Sephora Australia, while selected pieces may also appear at Myer beauty halls and specialist beauty websites. Prices are listed in Australian dollars and generally include GST, an important consideration when comparing local costs with American launch prices. The expansion therefore lands in a market that is comfortable buying beauty through apps, quick to compare formulas and serious about product performance.
A skincare halo becomes a makeup debut
Moving from skincare into makeup changes the promise as well as the shelf space. Skincare can rely on hydration, barrier care and a simple morning routine, while colour products introduce choices about coverage, undertone, shine and placement. Bieber’s challenge is to make the added range feel like a natural extension of rhode rather than a sudden attempt to fill every corner of a beauty bag.
The advantage is an established signature. The original launch already included complexion-adjacent pieces, especially the Sheer SPF Tint and Pocket Blush, so a broader colour range is less unexpected than it might be for a treatment-only brand. The risk is equally familiar: shoppers can forgive a cleanser for performing one basic job, but an entire makeup collection must deliver across shades, textures, formulas and wear tests.
What the colour range could change
The reported mix is designed to build on rhode’s strongest visual territory. Expect more cream blush, complexion and contouring products, alongside lip colour carrying the same softly blended, freshly finished appearance associated with the skincare range. A larger assortment could also give Australian customers more ways to use the products, rather than treating each item as a special-occasion purchase saved for photographs and nights out.
Price will be watched closely. Rhode has occupied the premium end of the beauty market, but its acquisition by e.l.f. Beauty could improve distribution and supply while preserving Bieber’s high-profile identity. That does not guarantee cheaper products. Launch novelty, Australian GST, retailer margins and limited stock can still place the colour range near the same price level as its skincare predecessors.
| Point of difference | Original rhode skin range | Makeup line expansion |
|---|---|---|
| Main purpose | Cleanse, hydrate, protect and create a sheer dewy finish | Add blush, contour, complexion and lip colour |
| Launch scale | A 12-product range introduced in 2024 | Roughly 30 colour products announced for autumn 2025 |
| Signature elements | SPF tint, barrier care and understated peach packaging | Cream textures, softer colour and more shade-led choices |
| Main shopping task | Building an efficient daily routine | Comparing coverage, undertones, pigment and wear |
| Business context | A Bieber-led creator brand at a relatively small scale | A Bieber-led brand backed by e.l.f. Beauty’s distribution and operations reach |
Why the launch matters in Australia
Sephora’s Australian website and physical stores, including its Pitt Street presence in Sydney, make it a natural first place to watch the drop. Myer’s Chadstone beauty hall is another major destination to monitor as rhode expands beyond Sephora, although stock can vary by location and individual products may move quickly online. Australian shoppers should expect lively demand, particularly around the shades and formulas seen as the defining pieces of the collection.
There is also familiar local retail behaviour to consider. Australians use the word dupe freely when comparing foundation, blush and lip products, yet a useful comparison goes beyond packaging. Undertone, pigment, fragrance, finish and ingredient lists matter, especially for shoppers who have been disappointed by a cheap lookalike sold with a misleading description. Keen buyers are likely to examine reviews and compare swatches before adding a product to their basket.
Climate adds another layer. Humid days in Sydney may call for a lighter, blendable base, while Melbourne’s drier air can suit a richer cream formula. Australia’s UV exposure also keeps daily SPF relevant, and the original Sheer SPF Tint gave Bieber’s brand a credible bridge into daytime makeup. Colour should support that routine rather than encourage anyone to treat makeup as a substitute for properly applied sunscreen.
The e.l.f. deal changes the scale
e.l.f. Beauty agreed to acquire Rhode in a US$1 billion deal announced in June 2025, with Bieber remaining closely involved as the brand’s creative director. The arrangement gives a young business access to a much larger beauty platform, including established retail relationships, logistics and product development experience. It also signals that investors see creator-founded beauty as more than a short-lived social selling phenomenon.
Execution will determine whether that scale helps. A colour launch involves shade testing, batch consistency, returns and tougher wear expectations than a basic moisturiser. If e.l.f. preserves rhode’s subdued packaging and social-first identity, it could bring premium-feeling makeup to a wider audience. If the brand changes too much while chasing volume, however, its existing customers may lose the novelty that made it compelling.
How to catch the Australian release
Start with rhode’s official website and Sephora Australia rather than resale listings with unclear provenance. Save desired shades and formulas to a wish list, check the Australian price after GST and use store notifications where available. Launch colour can sell out quickly, and waiting for a markdown may be a long shot when demand concentrates around a small group of hero products.
Before buying, check the ingredient list, skin compatibility and intended finish. A cream blush that appears sheer on a hand can behave differently on cheeks, and a foundation described as natural may still oxidise or settle on some skin tones. Patch testing remains sensible, while cleaning applicators and replacing products used around the eyes or on the lips helps keep the routine uncomplicated.
Set alerts with Sephora Australia, follow the verified rhode account and subscribe to Mikey Lately Show for fresh beauty and entertainment updates. Compare prices in Australian dollars with GST included, choose shades before checkout and be ready early; it is the simplest way for Australian beauty fans to secure genuine products before the collection disappears.