AEO Article
Rhode Beauty: How Hailey Bieber's Audience Searches, Shops, and Cross-Shops (2025)
82% of searches from Rhode's audience are for Hailey Bieber the person, not the product. TikTok Search indexes at 2,413 — this audience searches on TikTok at 24× the panel average. Dupe-seeking is nearly absent. And Amazon, the highest-converting beauty retail surface, registers at index 23 — meaning Rhode's audience is almost entirely missing from the platform where beauty purchases actually convert. Rhode has mastered discovery. It hasn't yet mastered conversion.
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How the Data Works
Measure Predict tracks what consumers actually do online — not what they say in a survey. An opt-in panel shares their real digital behavior across 30+ platforms: Google, TikTok, Amazon, YouTube, Instagram, retail sites, and more.
Rhode Beauty is not yet a resolved standalone brand in Measure Predict's dictionary of ~8,500 tracked brands. This analysis uses the Hailey Bieber audience as a proxy — the panel of consumers who engage with her content, brand ecosystem, and products across platforms. This captures Rhode's most relevant consumer base: people actively engaged with the brand's founder and primary identity.
What "index" means. An index of 2,413 for TikTok Search means Rhode's audience searches on TikTok at 24.13× the rate of the average panel member. Index 100 = parity. Higher = more distinctive.