rhode, the beauty brand founded by Hailey Rhode Bieber, has officially announced its global expansion with Mexico as its first frontier in Latin America. After being acquired by e.l.f. Beauty for $1 billion in 2025, the firm not only exports products but also a loyalty model that has displaced traditional luxury giants in the preference of Generation Z.,
The dominance of rhode is solidified by its #1 position in the 2026 Gen Z Love Study, achieving a perfect score of 100 and surpassing icons like Louis Vuitton, Gucci, and Miu Miu. The key lies in the efficiency of engagement: while Louis Vuitton has 15.9 million followers on TikTok with a commitment of 2.1%, rhode's 2.2 million followers generate an impact of 7.5%. This generational power shift shows that for today's consumer, scale is irrelevant compared to genuine participation. As the report highlights, "the brand is no longer a simple skincare label, but a cultural touchstone embedded in daily digital routines".
Strategic Expansion: The Mexican Market as a Hub
Starting June 9, 2026, rhode will be directly available to consumers in Mexico, coinciding with the launch of its Summer '26 collection. Hailey Bieber, who serves as Founder and Creative Director, described this move as a special milestone:
"Launching in Latin America is something we've dreamed about for a long time... we can't wait for the community in Mexico to experience the world of rhode firsthand".
The financial performance backs this ambition. In the fiscal year 2026, rhode delivered approximately $390 million in net sales, recording an 80% year-on-year growth. This profitability is supported by a 48% web traffic share among Gen Z, nearly double that of traditional luxury competitors, indicating precisely where purchase intent resides in the current economy.
Values and Presence: The New "Blueprint" of the CEO
The success of rhode, alongside brands like Rare Beauty and e.l.f. Beauty, reveals that loyalty in 2026 is built on the authenticity of the founder and the alignment of values. e.l.f.'s vegan stance and Rare Beauty's mental health mission show that ethical convictions drive a deeper loyalty than brand heritage or price.
rhode's arrival in Mexico confirms that the luxury retail landscape is being rewritten by brands that treat TikTok as a space for narrative and interaction, not mere broadcasting. What is observed from next+ is a transition from prestige to significance; the winning brands of the future will be those that collapse the distance between creative leaders and their audiences, designing moments that feel "discoverable" and personally meaningful for a generation that values truth over corporate polish.