Since its launch in 2022, Hailey Bieber’s skincare brand, Rhode, has transformed from a celebrity-driven venture into a powerhouse fueled by a strategic influencer program.
A recent analysis by Traackr, shared via Instagram, reveals how Rhode has shifted its marketing focus, growing its creator base and engagement while reducing reliance on Bieber’s personal influence. This shift highlights a broader lesson for brands: while celebrity status can spark initial buzz, a well-executed influencer strategy drives sustainable growth.
From Celebrity Spotlight to Community Power
In 2022, Hailey Bieber was the face of Rhode, generating 73% of the brand’s total attention. Her massive social media presence—particularly on TikTok, where she often shared her skincare routines — created a viral launchpad for the brand. Campaigns like #GlazedDonutSkin capitalized on her influence, making Rhode a trending topic in beauty circles.
However, by 2024, Bieber’s share of brand attention had dropped to just 14%. This dramatic decline doesn’t reflect a diminishing of her star power but rather a deliberate strategy to diversify Rhode’s marketing efforts.
Over the same period, Rhode expanded its creator base by an impressive 330%, growing from a modest group to over 8,000 creators by 2024. This expansion reflects a shift toward community-driven marketing, where authentic voices amplify the brand’s message. The data underscores a key insight: while having a celebrity founder can ignite interest, long-term success hinges on building a broader network of advocates who resonate with everyday consumers.
Deeper Engagement with Creators
Rhode’s influencer program has not only grown in size but also in depth. In 2022, creators mentioned the brand an average of two times per year. By 2024, that number had risen to five mentions per creator, indicating stronger engagement and loyalty.
This increase suggests that creators are finding more opportunities to integrate Rhode into their content — whether through product reviews, tutorials, or lifestyle posts — making the brand a staple in their narratives.
Additionally, 55% of creators who mentioned Rhode in 2024 had also done so in 2023, highlighting the brand’s ability to foster returning partnerships. This continuity is a testament to Rhode’s effective influencer strategy, which prioritizes long-term relationships over one-off promotions. By nurturing a loyal creator base, Rhode ensures consistent visibility and authenticity, key drivers of consumer trust in the beauty industry.
The Power of a Scalable Influencer Program
Rhode’s trajectory offers a clear takeaway: a celebrity name can open doors, but a scalable influencer program keeps them open. The brand’s growth to 8,000+ creators has allowed it to tap into diverse audiences, from nano-influencers with niche followings to mid-tier creators with broader reach.
This diversified approach aligns with industry trends, where brands increasingly rely on micro- and mid-tier influencers for higher engagement rates and cost efficiency.
Rhode’s ability to scale its creator network while maintaining engagement demonstrates the effectiveness of a well-structured influencer program.
The numbers also reflect a broader shift in the beauty industry, where community and authenticity often outweigh celebrity endorsements. While Bieber’s influence was crucial for Rhode’s early success, the brand’s evolution shows that a celebrity founder is just one piece of the puzzle.
By investing in a robust network of creators, Rhode has built a sustainable model that keeps it relevant in a competitive market.
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A Blueprint for Beauty Brands
Rhode’s journey from 2022 to 2024 underscores the value of strategic influencer marketing. While Bieber’s star power laid the foundation, the brand’s growth to over 8,000 creators and a fivefold increase in mentions per creator shows how to scale effectively.
For other beauty brands, Rhode offers a blueprint: leverage a founder’s influence to gain traction, but invest in a diverse, engaged creator community to sustain momentum.
In today’s beauty landscape, where authenticity and relatability drive consumer decisions, a well-executed influencer program can outshine even the brightest celebrity spotlight.
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This article examines Rhode’s shift from relying on Hailey Bieber’s influence to building a robust influencer program, using Traackr’s data to highlight key growth metrics and offering insights for other beauty brands.
