What's Happening?
Traackr's 2025 Top 10 Performing Beauty Brands report highlights Rhode Skin's impressive growth driven by organic advocacy. The ranking, based on Traackr's VIT score, evaluates brand performance in terms of visibility, impact, and trust. Rhode Skin, founded by Hailey Bieber, ranked 6th in total attention with only 1% of posts being paid, the lowest among the top 10 brands. This growth is attributed to strong community engagement and brand affinity, showcasing the power of organic creator activity. Other brands in the top 10 include Sephora, L'Oréal Paris, and Ulta Beauty, with Rhode Skin and CeraVe showing significant year-over-year growth.
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Why It's Important?
Rhode Skin's success underscores the importance of organic growth and community engagement in the beauty industry. As brands face increasing pressure to deliver measurable results, Rhode's strategy of leveraging organic creator activity offers a model for sustainable growth. This approach reduces reliance on paid content, which is becoming less effective, and highlights the value of building genuine connections with consumers. The report suggests that brands focusing on nurturing organic momentum can achieve high visibility and impact without significant advertising spend, potentially reshaping marketing strategies across the industry.
What's Next?
Rhode Skin's strategy may inspire other beauty brands to prioritize organic growth and community building. Brands might invest in fostering authentic relationships with creators and consumers, focusing on content that resonates without relying heavily on paid promotions. This could lead to a shift in marketing budgets, with more emphasis on organic advocacy and less on traditional advertising. As the industry adapts, brands will likely explore innovative ways to engage their communities and maintain strong brand affinity.
