Hailey Bieber's beauty brand rhode and Billie Eilish's Eilish Fragrances have been named the celebrity-owned brands with the most loyal customers.
Hailey Bieber's beauty brand rhode and Billie Eilish's Eilish Fragrances have been named the celebrity-owned brands with the most loyal customers in a new study analysing social media engagement and audience reach.
The research, conducted by advertising technology company AdMove AI, ranked celebrity-founded brands using a loyalty score based on Instagram follower counts and engagement rates. Engagement was weighted more heavily than audience size, reflecting the importance of active customer interaction over simple reach.
Both rhode and Eilish Fragrances scored 8.8 out of 10, but achieved their rankings in different ways. Rhode has nearly five million Instagram followers and an engagement rate of 2.1 per cent, while Eilish Fragrances has a smaller audience of 1.5 million followers but recorded the highest engagement rate among the top 10 brands at 4.56 per cent.
The findings suggest that having millions of followers does not automatically translate into stronger customer loyalty.
