Hailey Bieber and Billie Eilish have the celebrity-owned brands with the most loyal customers, new study reveals
New research has revealed the celebrity-owned brands with the most loyal customers, with Hailey Bieber’s rhode and Billie Eilish’s Eilish Fragrances taking the joint top spot.
The study, conducted by AI-powered advertising platform AdMove AI, looked at Instagram follower counts and engagement rates for celebrity-owned brands using Social Blade data.
Each brand was given a loyalty score out of 10, with the final ranking weighted 40% towards Instagram followers, as a measure of reach, and 60% towards engagement rate, as a stronger signal of audience loyalty.
Instagram accounts that appeared to be used for both personal and brand promotion were also excluded, so the study only compared dedicated brand accounts.
Hailey Bieber’s rhode and Billie Eilish’s Eilish Fragrances share first place, both earning a loyalty score of 8.8 out of 10. rhode combines one of the largest audiences in the ranking, with 4.9 million Instagram followers and a 2.10% engagement rate. Eilish Fragrances has a smaller following, at 1.5 million, but records the highest engagement rate in the top 10, at 4.56%.
Ariana Grande’s r.e.m. beauty takes second place, with a loyalty score of 8.7 out of 10. The beauty brand has 2.5 million Instagram followers and a 2.40% engagement rate, placing it ahead of several celebrity brands with much larger audiences.
Drake’s October’s Very Own and MrBeast’s Feastables share third place, both scoring 8.4 out of 10. October’s Very Own has 1.7 million followers and a 2.56% engagement rate, while Feastables has 1.9 million followers and a 1.16% engagement rate.
PRIME Hydration, founded by Logan Paul and KSI, ranks fourth, with a loyalty score of 8.2 out of 10. The drinks brand has 2.4 million Instagram followers and a 0.92% engagement rate, showing the strength of its reach despite lower engagement than some of the smaller brands in the top 10.
Emily Ratajkowski’s Inamorata places fifth, scoring 8.0 out of 10. The brand has a smaller following of 637,128 people, but a much higher engagement rate of 4.27%.
MrBeast appears again in sixth place with MrBeast Burger, which scores 7.9 out of 10. The brand has 949,972 Instagram followers and a 2.69% engagement rate.
Brother’s Bond Bourbon, created by Ian Somerhalder and Paul Wesley, ranks seventh, with a loyalty score of 7.8 out of 10. The alcohol brand has 1.8 million followers and a 0.86% engagement rate.
Jessica Alba’s Honest Beauty takes eighth place, scoring 7.7 out of 10. Despite having one of the smallest followings in the top 10, at 563,307, the brand has a strong engagement rate of 4.00%.
Harry Styles’ Pleasing and Cristiano Ronaldo’s CR7 share ninth place, both scoring 7.4 out of 10. Pleasing has 1.3 million followers and a 0.87% engagement rate, while CR7 has the largest audience in the top 10, with 11 million followers, but a lower engagement rate of 0.41%.
Selena Gomez’s Rare Beauty completes the top 10, with a loyalty score of 7.3 out of 10. The beauty brand has 8.6 million Instagram followers and a 0.41% engagement rate.
Daniel Demian, CEO of AdMove AI, commented: “What stood out most from this ranking is that the biggest celebrity name, or even the biggest Instagram following, does not always mean the strongest audience.
“Some of the huge celebrity brands have millions of followers, but much lower engagement rates. That does not mean they are not successful, but it does show that reach and loyalty are two very different things.
“rhode and Eilish Fragrances are a good example of this. rhode has the bigger audience, with almost five million followers, while Eilish Fragrances has a smaller following but the highest engagement rate in the top 10. They both rank first, but for slightly different reasons.
“That is why looking at engagement is so important. A brand like CR7 has the largest following in the top 10, but its engagement rate is lower than a lot of smaller brands. Meanwhile, Inamorata and Honest Beauty have much smaller audiences, but people are clearly interacting with them at a much higher rate.
“For celebrity-owned brands, the first wave of attention is usually the easy part. Fans will look when a famous name launches something. The harder part is getting people to keep caring about the brand once the launch moment has passed. The celebrity name might get people through the door, but it is the brand itself that has to keep them there.
“Beauty brands do particularly well in this ranking, and that makes sense. Beauty content is naturally personal and visual, whether it is a product launch, a routine, a review or someone showing how they use it. That gives these brands more chances to build a real community, rather than just posting product shots."