The long-awaited Rhode summer collection has arrived, bringing a glowy, sun-kissed range of highlighters, blushes, and bronzers. The sales data shows consumers delivered on that anticipation.
June 9th was Rhode’s biggest single day of sales since launch, with direct to consumer spend hitting 7x the brand’s debut day and 59x a typical recent day. It comfortably surpassed the previous record holder, Black Friday 2022, itself a remarkable result coming just five months after brand launch. Rhode’s standout days have been shaped by launches and restocks. The two closest comparables to June 9th were the 2026 spring collection drop and the April Spotwear pimple patch launch, timed to coincide with Justin Bieber’s Coachella headlining set. However, neither came close to the scale of the new summer collection.
Rhode topped Consumer Edge’s 2025 ranking of fastest-growing DTC beauty brands, leveraging founder Hailey Bieber’s cultural reach and a disciplined social content strategy. The brand was acquired by e.l.f. Beauty in August 2025 for $1 billion, shortly before expanding into Sephora stores and broadening its retail footprint. Consumer Edge continues to measure the DTC portion of the business.
Rhode was built on the loyalty of young shoppers, but its audience has evolved alongside the brand. In Q3 2023, consumers under 35 accounted for nearly 75% of DTC spend. By Q4 2025, that share eased to around 60% as older cohorts grew into the brand. The 35-44 group saw spend triple in Q2 2024, coinciding with the Pocket Blush launch, suggesting that Rhode’s color cosmetics expansion resonated well beyond its original Gen Z core.
Rhode has sustained cultural relevance between drops and created hyped collection moments that convert waitlists into record-breaking sales days. If the summer collection is any indication, the brand’s best days may still be ahead.
Notes: Figures reflect the direct-to-consumer (DTC) portion of Rhode’s business, measured via the Consumer Edge eMax combined panel (USA1+USA2). Sales days are indexed to brand launch day (June 15, 2022 = 1.0x).
