Aiming at the problem that the fault information of rolling bearings under harsh operation environment is easily submerged by strong noise interference, which causes the traditional method to be difficult to identify bearing faults effectively, this paper proposes a novel robust intelligent fault diagnosis method for rolling bearings based on sparsity-assisted parameter adjustable variational mode decomposition (VMD) and whale optimization algorithm-based optimized least-squares support vector machine (WOA-LSSVM). Firstly, a sparsity measurement named the improved Gini index is introduced as the fitness function of grid search algorithm to adaptively adjust and search for the optimal decomposed mode number K and penalty factor α of VMD. Additionally, VMD containing the optimal parameters is adopted to decompose the original bearing vibration signal into several intrinsic mode function (IMF), and the effective signal reconstruction is performed by screening the sensitive IMF components according to the effective weighted kurtosis Gini index criterion. Subsequently, the refine composite multi-scale dispersion entropy of the reconstructed signal is further calculated to establish a multi-dimensional feature vector set. Finally, the constructed feature vector set is fed into the WOA-LSSVM to achieve automatic fault identification of rolling bearings. The effectiveness of the proposed method is verified by two experimental examples. Experimental results show that the proposed method has higher fault recognition accuracy and better robustness against noise than other homologous methods in noisy conditions. This study provides a new perspective for the developing of robust diagnosis methods.