 Rosenthal was the director of the Rachel Rosenthal Company which she formed in 1989 in Los Angeles, California.The company's repertoire deals with themes such as environmental destruction, social justice issues, animal rights, earth-based spirituality, in a hybrid form that combines voice, text, movement, music, video projection, and elaborate theatrical costuming, set design, and dramatic lighting, ultimately challenging the rigid boundaries that have traditionally separated performance art from theater.She is an advisory board member of the New Museum of Contemporary Art in New York.