Hailey Bieber, Billie Eilish brands lead celebrity loyalty ranking, study finds

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.

Ariana Grande's r.e.m. beauty ranked second with a loyalty score of 8.7, followed by a tie for third place between Drake's fashion label October's Very Own and MrBeast's snack brand Feastables, both scoring 8.4.

Beauty brands dominated the ranking, accounting for six of the top 10 positions. Alongside rhode, Eilish Fragrances and r.e.m. beauty, the list also featured Jessica Alba's Honest Beauty, Harry Styles' Pleasing and Selena Gomez's Rare Beauty.

Several smaller brands performed strongly despite having relatively modest followings. Emily Ratajkowski's fashion label Inamorata ranked fifth with an engagement rate of 4.27 per cent and fewer than 700,000 followers. Honest Beauty also stood out, securing eighth place with a 4 per cent engagement rate despite having one of the smallest audiences in the study.

Meanwhile, Cristiano Ronaldo's CR7 brand highlighted the difference between popularity and engagement. Although it had the largest following in the ranking at nearly 11 million followers, its engagement rate of 0.41 per cent saw it finish in a tie for ninth place.

Food and beverage brands also featured prominently. PRIME Hydration, founded by Logan Paul and KSI, ranked fourth, while MrBeast Burger placed sixth.

According to the researchers, the results show that celebrity influence may help attract attention initially, but maintaining audience interest requires a brand to build a genuine connection with consumers.