Syncly Social Index
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Makeup
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Rhode on video, September 2026
Rhode was the most-discussed makeup brand in short-form video in September, and its share of beauty video nearly tripled from August. Creators were warm and almost never negative, but few of its videos broke out. It scored 65.6 on the Syncly Social Index, second among the top 10 makeup brands behind Huda Beauty.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Rhode maxes out three components: share of voice (21.1% of makeup panel mentions, the largest), momentum (its share of beauty video grew 175% from August, the fastest in the panel) and organic sentiment (41% of sampled videos positive, none negative). Its creator base is also wide: the top 10 creators made only 2.3% of its 9,738 videos.
Two components hold it back. Only 13.6% of sampled videos mention Rhode without naming it in the caption, tied with e.l.f. for second-lowest in the panel. And only 4.3% of its videos passed 100k views, so the volume is spread across many small posts.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Rhode videos
The most-viewed videos mentioning the brand this month.
A month of Rhode videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Rhode videos are about
Sep 30 (534 videos): Rhode's own Reel announcing its Sephora launch in Europe led the day (2.4M views, watch).
Sep 15 (468): the Alexandra Leclerc collaboration kept trending, including an F1 fan joke about her Rhode set (417K, watch).
Sep 10 (421): unboxings of the Leclerc kit began, led by a 651K-view Reel (watch).
Rhode videos lean toward makeup: "makeup" appeared in 3,418 videos against 1,291 for "skincare". Blush leads the talk. Pocket Blush was in 1,686 videos and more than tripled its share from August. Peptide Lip Tint (1,272 videos) grew faster still and more than quadrupled its share. The Alexandra Leclerc collaboration and its Pocket Pearl blushes were named in 961 videos, and Vogue's GRWM with Leclerc was Rhode's most-viewed video of the month (6.7M, watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Pocket Blush | 1,686 | +219% |
Peptide Lip Tint | 1,272 | +320% |
Glazing Milk | 1,081 | |
Pocket Pearl blush (Alexandra Leclerc collab) | 672 | |
Lip Shape | 424 | +126% |
Top keywords
Top hashtags
Where and who
TikTok carried 64% of Rhode videos, Instagram Reels 31% and YouTube Shorts 5%. Paid content is rare: only 128 of 6,199 TikToks (2.1%) carried the paid-partnership flag, and organic TikToks were more than twice as likely to pass 100k views (4.0% vs 1.6%). The official @rhode account was the most active poster with 52 videos. Founder Hailey Bieber's own nighttime routine with new samples drew 2.9M views (watch).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions come mostly from big makeup reviewers. Mikayla Nogueira picks "Toasted Teddy by Rhode" out loud in a wedding GRWM with no Rhode tag in the caption (2.1M views, watch). In her new-launch review she tests the mini Rhode blush in Monaco, and Rhode appears only in on-screen text (1.8M, watch).
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Brands mentioned alongside Rhode
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.