In 2026, Rhode took its beauty presence global with a series of exciting live events and launches. After Rhode’s acquisition by e.l.f. Beauty, founder Hailey Bieber personally traveled to Australia and New Zealand to celebrate the brand’s official launch in partnership with the prestige retailer Mecca. The rollout across Mecca’s stores drew huge crowds and marked one of the retailer’s biggest beauty launches ever, with special influencer brunches and VIP moments highlighting the occasion.

Rhode also made a splash in Europe, with its products arriving in Sephora stores in the UK and other markets — complete with experiential activations like mini‑spa pop‑ups and brand showcases that let fans try favorites like the Glazing Milk and Peptide Lip treatments. These events helped fans interact directly with the brand’s iconic “glazed skin” aesthetic in person, rather than only online.

Overall, Rhode’s event strategy blends high‑energy launches with exclusive experiences that bring the brand’s minimalist beauty philosophy to life in major cities around the world.

Hailey Bieber continues to grow her brand Rhode beyond simple skincare. The brand is expanding into makeup with products like lip treatments and blushes, while also introducing new items such as face masks and upcoming pimple patches.

A major step in Rhode’s growth is its acquisition by e.l.f. Beauty for around $1 billion. Despite this, Hailey remains closely involved as creative director.

With new products, global expansion, and a strong identity, Rhode is quickly becoming a leading name in modern beauty.

Hailey Bieber has built her skincare brand Rhode around a modern, minimalist aesthetic — and part of that success comes from carefully selected collaborations.

One notable collaboration featured Tate McRae, who partnered with Hailey Bieber for a Rhode campaign. She appeared alongside Hailey in the launch of the Peptide Lip Shape, bringing a fresh, youthful energy to the brand. While this was not a long-term partnership, it was a high-impact campaign moment that gained strong attention online.

Another standout collaboration includes supermodel Claudia Schiffer. Personally chosen by Hailey Bieber, Claudia Schiffer became the face of a Rhode campaign, highlighting the brand’s timeless and elevated beauty approach. Her involvement added a sense of legacy and sophistication to Rhode’s image.

Through collaborations like these, Rhode continues to blend contemporary influence with iconic beauty figures, strengthening its identity in the skincare world.