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.