Hailey Bieber Is Taking Rhode on a Summer Tour as It Aims for $1 Billion in Sales

Rhode World is going on a summer tour. After debuting at Coachella as an off-grounds festival experience and content playground replete with a claw machine, balloon darts, mini burgers and colorful popsicles in promotion of the brand’s Spotwear pimple patches, Rhode World will travel throughout North America and Europe this summer. This time, it will be celebrating the brand’s newest upcoming product, the Pocket Bronzer and Highlight Milk, available to purchase on June 9.

The list of cities where Rhode’s wave kiosk will pop up is still to be revealed, but founder Hailey Bieber says she’s thinking outside the typical brand destinations. “It’s another Rhode summer, and I want to show up with IRL experiences in new places. It’s one thing to show up constantly in a big, major city, which we’ve done and will continue to do, but I think sometimes turning up in places that feel a little smaller or not typical is important. I want people to be able to have different experiences in different environments,” Bieber tells Vogue Business exclusively over Zoom.

Bieber wants to make Rhode into a legacy brand. The company, now four years old and one year post-Elf Beauty acquisition, has a goal to reach $1 billion in global retail sales, according to CEO Nick Vlahos, though he won’t share the timeline yet. In Elf Beauty’s fiscal year 2026 results, ended March 31, 2026, the group recorded net sales growth of 25% to $1.64 billion, with Rhode reaching $390 million for the year at 80% growth. The brand’s global retail sales currently total $500 million.

Hailey Bieber for Rhode. Photo: Courtesy of Rhode

That rides on being able to maintain the viral buzz and relevance that has marked the brand’s initial ascent, thanks to Bieber’s prowess, content-friendly activations, and campaigns starring Love Story’s Sarah Pidgeon or Babygirl actor Harris Dickinson.

“My biggest worry with building a legacy brand is that people in this day and age get fatigued and move on from things very easily. There’s always something new, especially in beauty,” she says. “I have a lot of confidence in what Rhode specifically brings to the table, because we are always giving people a new experience and introducing new mini worlds within a world that we’re building — such as our summer experiences. But my biggest challenge that I always face is how are we keeping it fresh? How are we doing things differently than anybody else? How are we keeping true to our specific POV?”