Sydney’s iconic Shark Beach provided the backdrop for the Australian launch of Hailey Bieber’s skincare brand Rhode, with the exclusive influencer brunch held at The Nielsen – the landmark waterfront venue operated by Sydney Restaurant Group, owned by Bill Drakopoulos and his family.
Overlooking Sydney Harbour in Nielsen Park, the heritage-listed venue offered sweeping water views and light-filled interiors, setting an elegant scene for the highly curated brand event.
The launch placed The Nielsen firmly in the spotlight, reinforcing its status as one of the harbour’s most sought-after hospitality destinations.
The Rhode debut generated significant buzz across Sydney, with thousands of fans later swarming Mecca’s George Street flagship store in the CBD in hopes of catching a glimpse of Bieber and securing the first Rhode products available in Australia. Social media footage showed packed pavements and heightened security as crowds gathered.
“This is actually insane,” one TikTok user wrote, describing what many dubbed “the Hailey Bieber effect”.
While the retail frenzy dominated headlines, the morning event at The Nielsen underscored the premium positioning of the brand and highlighted the venue’s appeal for high-profile international launches.
Rhode, founded in 2022 and sold to e.l.f. Beauty in a US$1 billion deal in 2025, is expanding into Australia for the first time. Bieber remains involved as Chief Creative Officer and Head of Innovation.
The launch not only marked a milestone for the beauty brand’s global expansion, but also showcased the Drakopoulos family’s Sydney Restaurant Group venue as a premier harbourfront stage for international celebrity events.
