Rhode doesn't look at ROI, cofounder says

I don't think we really talk about ROI. We don't sit in meetings and look at the return on investment. No, we don't. We built the brand in an incredibly organic way. And I think what was really important to Haley from the beginning was to build this world of road that was not transactional, that was really a one-to-one connection with our consumer. Both Haley and I are not from a traditional beauty background. I was a model in the fashion industry, and my background was more in fashion and retail. I worked at Reformation and Michael Kors. When we looked at the fashion landscape, there's so many brands that build a true emotional connection with the consumer through visual storytelling and visual language we felt like in the skincare and beauty industry there was white space to do the same and to build a brand that really connected with consumers so the way that we approach world building and the surround sound tactic is we're really trying to connect with our consumer and create desire i mean the world of Rhode which we talk about is sort of the extension of Haley's personal world it's aspirational but accessible it's fun it's sexy it's playful and we really focus on marketing tactics that boost that world versus looking at ROI.