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

Reported by Vogue.

Hailey Bieber built Rhode on the premise that beauty could feel like a world you actually want to live in — and this summer, that world is going on tour. After debuting Rhode World as a full-blown off-grounds festival experience at Coachella (claw machines, balloon darts, miniature burgers, the works), the brand is taking its traveling pop-up concept across North America and Europe, this time centered around its newest drops: the Pocket Bronzer and Highlight Milk, available June 9. The specific cities haven't been announced yet, but Bieber is deliberately thinking smaller. "I think sometimes turning up in places that feel a little smaller or not typical is important," she told Vogue.

The stakes behind this summer's aesthetic nostalgia trip are significant. Rhode — now four years old and one year into its acquisition by Elf Beauty — is targeting $1 billion in global retail sales, according to CEO Nick Vlahos, who's not releasing a timeline just yet. The brand already clocked $390 million in Elf Beauty's fiscal year 2026 (ending March 31, 2026), representing 80% growth, with global retail sales currently sitting at $500 million. Elf Beauty as a whole recorded net sales of $1.64 billion, up 25% year-over-year. For context: at launch weekend on Sephora North America, Rhode moved three products per second.

The Billion-Dollar Summer Formula

Rhode has essentially invented a seasonal playbook — a Ibiza photo booth here, a Majorca beach club there (extended two extra weeks after demand blew projections), a bakery pop-up in Australia last February. This summer's collection expands accordingly: Peptide Lip Shape and Tint in three new shades, a pocket brush, terry cloth accessories, and iPhone lip cases in colada and bronze. Co-founder and president Lauren Ratner calls it "surround sound" — a 360-degree world that starts with a highly visual campaign and radiates outward into interactive experiences, gifting moments, and digestible content. It's not a product launch. It's brand immersion.

The global infrastructure is catching up to the ambition. Since the Elf acquisition, Rhode shifted its European distribution from London to Elf's Netherlands facility, cutting delivery times from up to seven days down to three or four. International business already accounts for 20% of DTC sales, and 74% of Rhode's social following comes from outside the US — a signal that the expansion into 19 new European Sephora markets, coming soon, is less a gamble than a next logical step. Vlahos is measured about it: "We like to run our own playbook and be in a position to methodically build the brand."

Bieber is candid about the real threat to everything she's building: relevance fatigue. "People in this day and age get fatigued and move on from things very easily," she said. "There's always something new, especially in beauty." It's a rare admission from a founder, and it's exactly why Rhode keeps manufacturing moments instead of just products — because in 2025, the brand that makes you feel something is the one that survives.

Rhode isn't just selling bronzer; it's selling the sensation of a summer you'd actually remember — and betting a billion dollars that the difference matters.

Read the original at Vogue.