e.l.f. Magnificence simply introduced its acquisition of Rhode, and the web is buzzing.
On the floor, the transfer seemed like one other celebrity-brand play, using the star energy of Hailey Bieber.
However new information from Traackr reveals one thing much more compelling: Rhode didn’t simply experience a celeb wave—it constructed a creator-powered engine for long-term progress.
Shifting the Highlight
Superstar manufacturers launch with built-in consideration, however not all of them maintain it. What separates the short-lived hype from true success tales? In keeping with Traackr’s evaluation, the best-performing celebrity-founded manufacturers truly cut back their reliance on the celeb as they develop, and as an alternative spend money on cultivating various, engaged creator communities.
Rhode’s information tells that story vividly. In 2022, Hailey Bieber drove 73% of the model’s consideration. By 2024? Simply 14%. That’s not a failure in celeb branding however a function of a scalable, sustainable technique.
A 330% Progress in Creator Group
From 2022 to 2024, Rhode grew its US-based creator group by greater than 330%, reaching over 8,000 creators This growth didn’t simply dilute the founder’s presence—it unlocked a refrain of genuine voices who genuinely linked with the model and shared it throughout their audiences.
This type of creator ecosystem offers manufacturers extra than simply attain. It creates resonance, credibility, and momentum that isn’t bottlenecked by a single spokesperson (even a well-known one!).
Loyal Creators Drive Affect
Traackr’s information additionally reveals that Rhode’s creator loyalty is on the rise. In 2022, the typical creator posted about Rhode twice. By 2024, that quantity grew to 5 posts per creator. Much more telling: Of the creators who posted about Rhode in 2023, 55% posted once more in 2024. That’s a transparent sign that Rhode isn’t simply incomes drive-by endorsements – it’s constructing long-term relationships.
However these creators aren’t simply posting extra. Their content material is performing higher. Rhode noticed year-over-year progress in content material efficiency—rising from 6.9% in 2022 to eight% in 2024 primarily based on Traackr’s Brand Vitality Score (VIT). That leap displays not simply amount, however high quality and affect.
The Way forward for Superstar Manufacturers is Creator-Led
Rhode’s rise is a part of a broader shift: manufacturers like Uncommon Magnificence and Fenty have additionally adopted this playbook
Sure, the celeb opens the door, nevertheless it’s the creator group that scales the model. When manufacturers de-center their well-known founders and spend money on genuine, ongoing creator relationships, they acquire sustainable affect.
As Traackr’s information illustrates, the method is turning into clear:
- Cut back reliance on celeb.
- Increase and nurture a creator ecosystem.
- Foster loyalty and efficiency by constant, genuine partnerships.
As Rhode joins the e.l.f. Magnificence household, its playbook may turn out to be a blueprint for the subsequent era of name constructing.
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