Latest news with #CreatorIQ
Yahoo
3 days ago
- Business
- Yahoo
e.l.f. Beauty buys Hailey Bieber's Rhode skin-care brand for $1 billion
Model and entrepreneur Hailey Rhode Bieber came up with a billion-dollar idea—and now cosmetics giant e.l.f. Beauty is paying that sum to acquire it. On Wednesday, e.l.f. Beauty announced it would acquire the Rhode lifestyle brand founded by Bieber, paying $800 million in cash and stock payable at closing, plus an additional potential earnout of $200 million based on Rhode's growth over the next three years. Bieber, who is married to singer Justin Bieber and is the daughter of actor Stephen Baldwin, launched Rhode in 2022. 'Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,' Bieber said in a statement. Rhode is a 'disruptor in the beauty space,' e.l.f. Beauty CFO Mandy Fields told Fortune. 'Hailey has built a brand that has gone from zero dollars to $212 million in less than three years.' Rhode, which focuses on makeup and skin care, has built a strong direct-to-consumer business. The brand launched with three core products—the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—and has since expanded its offerings. The buzz on social media for Rhode is tangible, with more than 3 million followers on Instagram. Rhode generated $248 million in earned media value (EMV) in 2024, up approximately 366% year over year, according to CreatorIQ, an influencer marketing tool. Bieber's personal Instagram account has 54 million followers. Rhode's products are currently available on and plans are in the works to launch its first physical in-store partnership with Sephora across North America and the U.K. later this year. In the cosmetics world, Rhode is considered to be in the entry-level prestige category, while e.l.f. Beauty is more mass-market. Acquiring Rhode helps diversify e.l.f. Beauty's customer base, channels, and supply chain, Fields said. Rhode has production in the U.S., other parts of Asia, and Europe. 'We have a disciplined approach to M&A,' Fields explained. The company acquired the skin-care brand Naturium in 2023 for $355 million, doubling e.l.f. Beauty's presence in skin care. 'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' e.l.f. Chairman and CEO Tarang Amin said in a statement. e.l.f. Beauty is a favorite brand among Gen Z and is gaining popularity with millennials and Gen X. Bieber is among its celebrity and influencer connections. The company has also collaborated with actress Jennifer Coolidge and singers Meghan Trainor, Alicia Keys, and Manuel Turizo. Bieber will continue as founder and will also serve as Rhode's chief creative officer and head of innovation, overseeing creative direction, product innovation, and marketing. 'I look forward to leading the brand into this exciting new chapter of possibilities alongside my cofounders Michael D. Ratner and Lauren Ratner,' she said. Earlier this year, Bieber tapped investment bankers at JPMorgan Chase and Moelis to find a buyer for the cosmetics brand, according to reports. Sales of celebrity-founded beauty brands surpassed $1 billion in 2023, representing 57.8% year-over-year growth—far outpacing the overall beauty industry's growth rate. This story was originally featured on
Yahoo
3 days ago
- Business
- Yahoo
e.l.f. Beauty buys Hailey Bieber's Rhode skin-care brand for $1 billion
Model and entrepreneur Hailey Rhode Bieber came up with a billion-dollar idea—and now cosmetics giant e.l.f. Beauty is paying that sum to acquire it. On Wednesday, e.l.f. Beauty announced it would acquire the Rhode lifestyle brand founded by Bieber, paying $800 million in cash and stock payable at closing, plus an additional potential earnout of $200 million based on Rhode's growth over the next three years. Bieber, who is married to singer Justin Bieber and is the daughter of actor Stephen Baldwin, launched Rhode in 2022. 'Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,' Bieber said in a statement. Rhode is a 'disruptor in the beauty space,' e.l.f. Beauty CFO Mandy Fields told Fortune. 'Hailey has built a brand that has gone from zero dollars to $212 million in less than three years.' Rhode, which focuses on makeup and skin care, has built a strong direct-to-consumer business. The brand launched with three core products—the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—and has since expanded its offerings. The buzz on social media for Rhode is tangible, with more than 3 million followers on Instagram. Rhode generated $248 million in earned media value (EMV) in 2024, up approximately 366% year over year, according to CreatorIQ, an influencer marketing tool. Bieber's personal Instagram account has 54 million followers. Rhode's products are currently available on and plans are in the works to launch its first physical in-store partnership with Sephora across North America and the U.K. later this year. In the cosmetics world, Rhode is considered to be in the entry-level prestige category, while e.l.f. Beauty is more mass-market. Acquiring Rhode helps diversify e.l.f. Beauty's customer base, channels, and supply chain, Fields said. Rhode has production in the U.S., other parts of Asia, and Europe. 'We have a disciplined approach to M&A,' Fields explained. The company acquired the skin-care brand Naturium in 2023 for $355 million, doubling e.l.f. Beauty's presence in skin care. 'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' e.l.f. Chairman and CEO Tarang Amin said in a statement. e.l.f. Beauty is a favorite brand among Gen Z and is gaining popularity with millennials and Gen X. Bieber is among its celebrity and influencer connections. The company has also collaborated with actress Jennifer Coolidge and singers Meghan Trainor, Alicia Keys, and Manuel Turizo. Bieber will continue as founder and will also serve as Rhode's chief creative officer and head of innovation, overseeing creative direction, product innovation, and marketing. 'I look forward to leading the brand into this exciting new chapter of possibilities alongside my cofounders Michael D. Ratner and Lauren Ratner,' she said. Earlier this year, Bieber tapped investment bankers at JPMorgan Chase and Moelis to find a buyer for the cosmetics brand, according to reports. Sales of celebrity-founded beauty brands surpassed $1 billion in 2023, representing 57.8% year-over-year growth—far outpacing the overall beauty industry's growth rate. This story was originally featured on Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Forbes
4 days ago
- Business
- Forbes
Influencer Marketing: How AI And Infrastructure Unlock Brand Growth
AI is changing how creator marketing works, from identifying talent to measuring results. But most teams still aren't set up to take full advantage. The reason? Creator marketing lacks the infrastructure other parts of marketing rely on. There's no standard tech stack, no universal system, and much of the work still lives in spreadsheets, decks, or tools brands don't even own. That's a problem. Creator marketing is no longer experimental. According to Deloitte Digital's 2025 State of Social Research, creators now account for nearly a quarter of all social media budgets, more than any other line item. With investments at that scale, brands need a system that works. At the recent event, Digital Entertainment World, leaders from Traackr, Grin, Aspire, Later, and CreatorIQ joined Edelman's Steph Money to explore how AI is closing the infrastructure gap and what brands need to run creator marketing like any other core function of their business. Creator discovery is evolving from instinct to insight. AI is helping teams go beyond manual searches to uncover patterns in content, sentiment, and audience behavior. 'AI can scan performance, content style, sentiment, and audience match, then generate a short list aligned to your goals,' said Olivia McNaughten, Head of Marketing at Grin. 'You might find a creator who performs well, but if they're difficult to work with, that has a cost, too. AI can't see that. Only people can.' AI allows marketers to identify creators with real influence in relevant communities. It enables a more strategic approach to building creator portfolios similar to how media teams optimize media buys. Because AI handles the repetitive work, marketers have more time for what only humans can do: build trust and shape creative ideas. For many brands, creator data lives in too many places or isn't easily accessed. When programs are outsourced or fragmented, data ends up in spreadsheets, PowerPoints, or platforms the brand doesn't control. That makes it hard to track performance or build on what's working. 'You can't build anything sustainable if every campaign starts from zero,' said Taylor Rodriguez, Global VP of Customer Experience at Traackr. 'We talk to teams who have been running creator programs for years, but they can't tell you which partnerships are worth reinvesting in or what moved the needle. Without the right system, all that knowledge disappears.' Jacob Clark, VP of Customer Success at Aspire, added, 'We treat creator relationship data like we would customer data. Centralized, searchable, and actionable. When you build that kind of system, you're not just tracking performance. You're capturing the full history of how a partnership evolves. That helps you see who to reinvest in, what works across markets, and where future opportunities are hiding.' 'With AI layered on top, these insights become even more powerful. The more signals you collect, creator history, engagement, and performance, the more innovative and tailored the strategy becomes,' added Rodriguez. More content is being created than ever before. But more doesn't mean better. AI is helping marketers understand which content is driving real results and why. 'There's going to be a massive amount of content, and that's going to change what performance looks like,' said Bill Stanton, Head of Enterprise Sales at Later. 'Certain thresholds, certain metrics that were important a year ago, might now be watered down or no longer relevant.' He added, 'It's not about more data. It's about getting the right signals to make smarter calls about what's working and worth scaling.' 'You can't just track what went viral,' said Nate Harris, VP of Product Innovation at CreatorIQ. 'You have to understand why it worked and who it worked for. That's what informs your next move.' Harris continued, 'AI helps identify patterns. What kind of content drives action, and for which audiences? That insight is what turns performance data into a strategic advantage.' AI makes performance analysis more than a reporting function. It becomes a feedback loop that helps teams optimize creative, distribution, and targeting with each cycle. As creator budgets increase, so does the pressure to deliver results at scale. AI helps teams move faster, reduce friction, and make decisions with more clarity. 'The goal isn't just automation. It's elevation,' said Steph Money, SVP@Edelman AI 'AI gives marketers the power to scale strategy, not just execution. The real unlock is when creativity and data flow through the same infrastructure. You're not just producing content faster; you're making better decisions at every stage.' When creator discovery, relationship management, and performance are connected, Creator marketing becomes a continuous function like paid media or CRM. 'If we set up the systems the right way, creators get to spend more time making, and brands get to learn faster from what they make,' said Harris. That approach turns creator marketing into a long-term growth engine, not a side project. Creator marketing is evolving, but many brands are stuck in trial-and-error mode. Budgets are growing. Expectations are rising. And AI is accelerating what's possible. But none of that matters without infrastructure. As the speakers from Traackr, Grin, Aspire, Later, and CreatorIQ emphasized, creator marketing lacks what every other discipline has: a dedicated tech stack. That absence makes it harder to learn, measure, and scale. Without structure, even the best creative strategies won't go far. The brands that succeed won't be the ones with the most content. They'll be the ones with a clear system and the ability to make that system smarter with every campaign
Business Wire
07-05-2025
- Business
- Business Wire
CreatorIQ Introduces First Standardized Metrics Suite to Solve Creator Marketing's Measurement Gap
LOS ANGELES--(BUSINESS WIRE)-- CreatorIQ, the leading enterprise platform for creator marketing, today unveiled the industry's first standardized benchmarking suite for creator performance—setting a new bar for accountability, comparability, and results in the fastest-growing marketing channel. Unveiled at CreatorIQ Connect Europe, the new 'Share Of' Metrics Suite and Industry Benchmarks Calculator give brands a long-awaited answer to their toughest question: What does success look like in creator marketing? For too long, creator marketing has lacked the measurement standards needed to match its impact. CreatorIQ was built for this moment—to give marketers a system they can trust to benchmark performance, justify investment, and scale with confidence. This launch comes at a critical inflection point for the industry. CreatorIQ data shows that the biggest obstacle has changed: for the first time in five years, measurement—not budget—is the top barrier to growth. As economic uncertainty intensifies and marketing budgets tighten, CMOs are investing in creator strategies not just because they're effective, but because they've become essential to brand and business growth. Creator marketing has evolved into a comprehensive engine for brand impact, with 94% of brands reporting that creator content outperforms traditional advertising. CreatorIQ is meeting that demand with the industry's most advanced, purpose-built measurement framework—giving marketers the tools they need to measure what matters, justify spend, and drive tangible business outcomes. 'Creator marketing has evolved from a top-of-funnel experiment into a strategic growth engine,' said Chris Harrington, CEO of CreatorIQ. 'But without standardized measurement, brands can't fully harness its power. That's why we're leading with measurement - solving the industry's biggest challenge first. With Share Of, we're launching the first true benchmark for creator marketing, giving marketers the clarity, accountability, and competitive intelligence they need to drive results with confidence.' Establishing Measurement Standards for a More Sophisticated Creator Economy The Share Of Metrics Suite provides competitive benchmarks across four key marketing outcomes, each aligned to a stage in the customer journey: Share of Voice (SOV): Creator content volume (brand presence) Share of Exposure (SOX): Estimated impressions (visibility) Share of Engagement (SOE): Audience interactions (resonance) Share of Influence (SOI): Earned media value — (business impact) Powered by CreatorIQ's proprietary panel of the most influential voices on social media across more than 2 million social accounts and a neutral dataset of 20,000+ brands, these metrics allow marketers to understand how their brand stacks up across visibility, engagement, and influence compared to competitors. The metrics will be fully integrated into CreatorIQ's competitive benchmarking dashboard in June, with expanded filters by region, platform, and creator tier rolling out later this year. And coming later this year, global market coverage will span more than 50 countries, up from 13. These Share Of metrics will complement campaign and program-level KPIs (such as SMV and direct revenue metrics), enabling full-funnel planning and reporting across both competitive context and performance outcomes. Benchmarking Goes Public: The First Open Access Creator Marketing Calculator Also launching today is the Creator Marketing Industry Benchmarks Calculator, the industry's first open-access benchmarking tool built specifically for creator marketing. Free and web-based, the calculator delivers unprecedented transparency and real-time comparability for any brand, regardless of platform subscription. Powered by one of the most robust and diverse datasets in the creator economy, the calculator allows marketers to: Benchmark performance across 27 industries, 17 regions, 5 social platforms, and 4 follower tiers Generate more than 9,000 unique data views tailored to selected filters Align KPIs to standardized, outcome-driven metrics that are defensible and easy to act on This tool puts powerful insights into the hands of every marketer—democratizing access to competitive intelligence and setting a new standard for how creator marketing performance is measured and compared. See how your brand stacks up—explore the Benchmarks Calculator now at Share Of: Measurement Fit-for-Purpose and Built for Marketers Available in June, the Share Of Metrics Suite reflects CreatorIQ's broader measurement framework: metrics should match both business outcomes and decision-making level. That's why the platform supports insights across: Campaign level: Optimize short-term activations and creative strategy Program level: Monitor long-term creator health and relationship value Business level: Track ROI, allocate spend, and tie creator impact to market share 'For too long, creator marketing has lacked the measurement standards needed to match its impact,' said Bhavin Desai, Chief Product Officer at CreatorIQ. 'CreatorIQ was built from the ground up for this moment—to give marketers, strategists, and executives a system they can trust to benchmark performance, justify investment, and scale with confidence. This isn't just about data—it's about leading with clarity in a channel that's too critical to leave to guesswork.' About CreatorIQ CreatorIQ is the operating system powering creator-led marketing for 1,400+ of the world's most innovative, iconic brands and agencies, including Burson, Movers+Shakers, Nestlé, RQ, Sephora, Unilever, and Wella. With 10+ years of data and machine learning and best-in-class partnerships with TikTok, Meta, YouTube, Snapchat, and more, the CreatorIQ platform delivers industry-leading intelligence and enterprise-grade workflows for creator programs that are safe, seamless, smart, and built for scale. Learn more at and follow us on LinkedIn and Instagram.
Business Insider
29-04-2025
- Entertainment
- Business Insider
The one brand that rules Coachella
Revolve ranked No. 1 among brands by earned media value, according to data insights company CreatorIQ. The firm estimated earned media value, which is used to measure the value of social media content, by reviewing branded posts during Coachella from April 10 to April 20. Revolve, which launched in 2003, has leveraged influencers in marketing campaigns and other incentives to grow its customer base. It's best known for its ambassador program that gifts products to creators and invites them to exclusive events, like one it hosts at Coachella. The online fashion brandhas become a staple at the festival. Each year, the company hosts an invite-only event called Revolve Festival for influencers and celebrities. This year's Revolve Festival included food vendors like Raising Cane's and Yeastie Boys and performances from Cardi B and Lil Wayne. This wasn't Revolve's first year dominating Coachella. The retailer is known for its exclusive activations. Last year, according to CreatorIQ, Revolve had more earned media value during the festival. Other top-ranking brands at Coachella this year included big names like Adidas and Chanel, as well as smaller celebrity-owned companies like Hailey Bieber's Rhode Skin, according to CreatorIQ. Bieber marketed her skincare brand alongside Kendall Jenner's 818 tequila with a photo booth that gave out small samples of their products. Some brands have scaled back their Coachella activations in recent years, while others, like Revolve, have continued to show up through splashy activations. These were the top 10 brands at Coachella in 2025 by earned media value, according to CreatorIQ: Revolve, an online fashion retailer Adidas, an apparel and footwear brand Chanel, a luxury fashion brand Rhode Skin, a skincare brand founded by Hailey Bieber Kosas, a makeup brand Free People, a fashion retailer One Size, a cosmetics company founded by influencer Patrick Starrr Guess, a fashion retailer BMW, the German car manufacturer Neutrogena, a skincare and makeup brand
