THE CHANGING FACE OF INFLUENCE (part 3)

The outdated spokesmodel era is a thing of the past. And celebrities have flipped the model, here. Why be paid a seven-to-eight-figure deal when one can create their own line and eventually flip it for much more? Case-in-point: Hailey Bieber’s Rhode was acquired by e.l.f. Beauty in May, 2025. That pretty sum made sense because of the influence that Bieber has via her community — a whopping 55.7 million followers on Instagram, alone. The importance of the content creator — and their built-in consumer — is not lost here.