The Tamesis
Rhodes World is on a summer tour. Rhode World, which debuted at Coachella as an off-site festival experience and content playground filled with claw machines, balloon darts, mini burgers and colorful popsicles to promote the brand’s Spotwear acne patches, will tour North America and Europe this summer. This time, it will celebrate the brand’s newest upcoming product, the Pocket Bronzer, which will be available on June 9.
The list of cities where Lord’s waving booths will appear is still being finalized, but founder Hailey Bieber said she’s considering places outside of the typical brand destinations. “It’s another summer in Rhode Island and I wanted to showcase real-life experiences in new places. It’s one thing to constantly be in big cities, we’ve done that and will continue to do that, but I think it’s important to sometimes be in places that feel a little small or atypical. I want people to be able to have different experiences in different environments,” Bieber said. fashion business Exclusively over Zoom.
Bieber hopes to build Rod into a legacy brand. The four-year-old company, a year after acquiring Elf Beauty, said its goal is to hit $1 billion in global retail sales, CEO Nick Vlahos said, but he has not revealed a specific timeline. In Elf Beauty’s 2026 fiscal year results as of March 31, 2026, the group’s net sales increased by 25% to US$1.64 billion, of which Rhodes reached US$390 million for the full year, an increase of 80%. The brand’s current global retail sales total US$500 million.
It hinges on being able to stay viral and relevant, which marked the brand’s initial rise thanks to Bieber’s prowess, content-friendly activations and starring campaigns love storySarah Pidgeon OR baby girl Actor Harris Dickinson.
“My biggest concern about building a legacy brand is that people in this day and age get tired and easily turn away from things. There’s always something new, especially in the beauty space,” she said. “I’m very confident in what Rod specifically brings to the table because we’re always bringing new experiences to people and introducing new mini-worlds into the worlds we’re building — like our summer experiences. But the biggest challenge I’ve always faced is how do we keep it fresh? How do we do things differently than everyone else? How do we stay true to our specific perspective?”
