Syncly Social Index
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Makeup
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Rhode vs Rare Beauty on video, September 2026
Rhode had 9,738 short videos in September 2026 and Rare Beauty 3,779, and Rhode's share of beauty video grew 175% from August. 886 videos named both brands, nearly a quarter of all Rare Beauty videos. Almost all were get-ready-with-me videos that used both without comparing them.
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Side by side
Rhode ranks second for makeup on the Syncly Social Index (65.6) and Rare Beauty fourth (58.1). Rhode leads on share of voice (100 vs 33.3), momentum (100 vs 77.8), sentiment (100 vs 50) and creator breadth (88.9 vs 22.2); 41% of its organic sampled videos were positive, against 31% for Rare Beauty. Rare Beauty leads on untagged share (100 vs 0: 22% of sampled videos showed it without naming it, vs 14%) and high reach (55.6 vs 11.1: 5.7% of its videos passed 100K views, vs 4.3%). These scores describe video presence, not product quality.
Syncly Social Index metrics, September 2026. The higher value in each row is bold.
| Rhode | Rare Beauty | |
|---|---|---|
| SSI score | 65.6 | 58.1 |
| Videos (month) | 9,738 | 3,779 |
| Change in share vs. last month | +175% | +52% |
| Untagged mentions | 14% | 22% |
| Positive (organic videos) | 41% | 31% |
| Videos with 100k+ views | 4.3% | 5.7% |
| Creator breadth | 98% | 97% |
When creators compare them
Of 40 sampled videos that mention both brands, 38 made no comparison. They were full-face tutorials and GRWMs where a Rhode blush or Glazing Milk sat next to a Rare Beauty brow gel or liquid blush, like this hit-pan full face with 4.0M views. Rare Beauty's brow gel showed up in at least 11 of the 40, often next to a Rhode cheek product (example, example). Only 2 videos compared: one swatched Rhode Piggy and Rare Beauty Happy as two favorite soft pinks, and one picked eye masks she called Rare Beauty over Rhode's because the pack has eight instead of six.
Videos that compare them
Which one to choose
Creators in the sample use both brands instead of choosing one, often with a Rhode blush or bronzer for cheeks and a Rare Beauty brow gel or liquid blush in the same look (example, example). For soft pink blush, one creator liked both shades. On value, one creator chose the bigger eye mask pack at about the same price.
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Frequently asked questions
Benchmark your brand against competitors
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.