Hailey Bieber’s cult skincare brand Rhode has officially launched in Australia, landing at MECCA and online from today, February 12. To mark the debut, the brand has taken over A.P Bakery in Surry Hills, temporarily rebranding the space as the Rhode Bakery for a limited four-day pop-up.
Rhode, which built its global following through minimalist packaging, pared-back formulas and viral Peptide Lip Treatments, has quickly become one of the most recognisable names in Gen Z beauty.
The Australian launch has been highly anticipated, with early demand reportedly crashing MECCA’s website and crowds lined up outside the flagship store waiting eagerly to get their hands on the brand’s products.
Rather than host a traditional retail event, the brand has leaned into food culture and Australia’s love of all things gourmand for its local debut.
Baked items on offer at Rhode Bakery include:
Buttermilk waffle – basted in caramelised honey and topped with blueberry ricotta chantilly, blueberry compote and thyme
Panna cotta soaked lamington – filled with Moonacre’s Matsuyama blood and Davidson’s plums, coated in chocolate
Coffee is available to go, alongside Rhode-branded pastry boxes, both available while stocks last. Visitors who purchase from the takeover receive a stamp card redeemable for a Rhode sample at select MECCA stores.
The bakery pop-up runs alongside the wider Australian rollout, which includes the launch of a new Peptide Lip Treatment shade, Sugarberry, available exclusively in Australia and New Zealand.
Sydney creator @peipiepoe, who stood in line on opening day, said: “Can confirm the @rhode beauty buttermilk waffle and lamington were super yum at @a.p.bread.”
The Rhode Bakery pop-up runs until February 15 at Shop 2/106–112 Commonwealth Street, Surry Hills.
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