Hailey Bieber Takes Rhode on Summer Tour as Beauty Brand Targets $1 Billion in Sales

Rhode World is heading on a summer tour across North America and Europe, expanding on the off-site festival-style experience the beauty brand first introduced at Coachella. That debut activation included a claw machine, balloon darts, mini burgers, and colorful popsicles, all designed to promote Rhode’s Spotwear pimple patches. This summer, the traveling kiosk will return with a new focus: the launch of Rhode’s Pocket Bronzer and Highlight Milk, which become available on June 9.

The full list of tour cities has not yet been announced, but founder Hailey Bieber says the brand is intentionally looking beyond the usual major-city stops. She said Rhode wants to create in-person experiences in places that feel less expected, offering customers different kinds of interactions in different environments. While the brand has previously shown up in large cities and will continue to do so, Bieber believes smaller or more unconventional locations are important to Rhode’s broader approach to community building and brand engagement.

The tour is part of a larger strategy to position Rhode as a lasting beauty label rather than a short-term trend. Now four years old and one year after Elf Beauty acquired it, the brand has set an ambitious long-term goal of reaching $1 billion in global retail sales, according to CEO Nick Vlahos. He did not provide a timeline for when Rhode expects to reach that milestone.

Elf Beauty’s fiscal year 2026 results, which ended March 31, 2026, showed net sales growth of 25% to $1.64 billion. Within that, Rhode contributed $390 million in sales for the year, representing 80% growth. The brand’s global retail sales currently total $500 million.

Much of Rhode’s rapid rise has been driven by Hailey Bieber’s high-profile presence, the brand’s visually appealing activations, and content-friendly campaigns featuring names such as Love Story’s Sarah Pidgeon and Babygirl actor Harris Dickinson. That combination has helped Rhode maintain viral momentum in a crowded beauty market.

Bieber said one of her biggest concerns is keeping the brand relevant as consumer attention shifts quickly. In beauty, she noted, new products and trends appear constantly, making it difficult to sustain excitement over time. She said she has confidence in Rhode’s distinct point of view because the company continues to create fresh experiences and introduce what she described as “mini worlds within a world,” including seasonal activations like the upcoming summer tour.

For Bieber, the challenge is not just growth, but longevity. She said the key questions behind Rhode’s strategy are how to keep the brand fresh, how to do things differently from competitors, and how to stay true to its own identity while building something that can last.