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Influencer Driven Brands: How Hailey Bieber's Rhode became a billion-dollar brand

In just a few short years, Hailey Bieber went from beauty muse to beauty mogul. What started in 2022 as a minimalist skincare line has now become a billion-dollar brand.  She sent the beauty world buzzing with the news: e.l.f. Beauty has officially acquired Rhode . So, how did a small product line known for its dewy lip glaze and “glazed donut” skin aesthetic transform into one of the most desired skincare brands on the planet? And how did Hailey use media as an advantage? Let’s break it down. The Birth of Rhode When Hailey Bieber launched Rhode in 2022, she wasn’t just slapping her name on a product. She entered the skincare scene with a clear aesthetic , tight product curation , and a strong brand philosophy: simple, effective, and sensorial skincare . The brand’s soft gray packaging, clean formulas, and viral marketing immediately stood out in an industry saturated with celebrity beauty lines. Rhode didn’t try to be everything for everyone; it focused on a few high-performing...
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Style in the Age of Media: How beauty and fashion trends are shaped by influencers

Before social media, beauty and fashion trends trickled down from glossy magazine covers, elite runway shows, and celebrity red carpets. Today, they often start in a bedroom, on an iPhone, and with a single TikTok or Instagram post. Social media influencers have completely rewritten the rulebook on how style and beauty trends emerge. And they’re doing it faster, more globally, and more personally than ever before. Trend Cycles  In the past, high fashion editors and celebrity stylists decided what was "in." Now, influencers with any number of followers are setting the tone for what people wear, how they do their makeup, and even how they talk about beauty. They aren’t just modeling trends, they’re creating  them. Whether it’s the rise of “clean girl aesthetic,” glazed donut nails, or the rebirth of Y2K fashion, these trends often start with influencers who are simply sharing what works for them. And it catches fire. The speed at which influencers drive trends is unmatched....
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The Psychology of Influence: Why do we trust social media influencers?

In today’s digital world, influencers shape what we wear, what we buy, where we eat, and even how we think. But why do millions of people trust recommendations from strangers on the internet more than traditional advertising or even expert reviews? The answer lies deep within human psychology. Parasocial Relationships When an influencer shares daily vlogs, behind-the-scenes content, or personal struggles, followers feel connected. Followers feel like they're supporting a friend, not a stranger. One-sided bonds where followers feel they personally know an influencer, even though the relationship is entirely virtual is a parasocial relationship. One major reason people trust influencers is the formation of these relationships. These relationships create a sense of closeness and familiarity, making audiences more receptive to the influencer’s opinions and suggestions. The personal connection builds trust between the audience and the influencers, making product recommendation...
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