Kim Kardashian vs. Hailey Bieber: whose skincare won the customer's hearts?

Launching beauty lines is not a new trend among celebrities. In the beginning of July Kim Kardashian and Hailey Beiber simultaneously presented their own skincare lines.

With YouScan, we collected all online mentions of these projects to find out whose launch was more successful.?

Kim Kardashian already has experience in this field: she tried herself as a creator of beauty products starting from 2017.?

In 2021, after divorce, she shut down her KKW Beauty brand, so the recent presentation of SKKN hadn't become a surprise for her fans as she promised to reload her previous brand.?

Hailey Beiber didn't have her beauty products before, so after launching her minimalist skincare label Rhode, she joined the legion of celebs with their own cosmetics as a newcomer.?

Although Kim Kardashian has a much bigger audience than Hailey Beiber (322 vs. 46 million Instagram followers), it didn't significantly impact how users were discussing their brands online. Both brands received a comparative number of mentions and engagement.?

The only difference was that Kim managed to warm her audience up before launch, while Hailey's fans didn't discuss the upcoming brand presentation very actively.?

Moreover, SKKN has got 4 times more user mentions than promo posts, while Rhode was mentioned in paid posts very often.?

For both brands, most of the mentions were neutral. At the same time, SKKN faced more criticism mainly because of its price, no return policy, and the brand's name.

Kim Kardashian was accused of stealing the brand's name from skincare line SKN by Lori Harvey and skincare & spa services SKKN+ by Cindy Lunsford.

Rhode got fewer negative reactions, but some users complained about allergies and acne caused by the skincare line.?

According to reviews, users enjoyed the design of the SKKN line, its simplicity, and its ability to decompose. The main benefits of Rhode were treatment tastes of salted caramel and watermelon. Customers also mentioned the affordability of beauty products as their price is under 30$.

The most popular products of Kim Kardashian's skincare line were cleanser, toner, and exfoliator.?

The cleanser was praised for no eye irritation, gentle cleansing, and being a perfect solution for problematic skin. The toner was named among the best products customers used before, and the exfoliator got lots of attention because of its attractive smell and soothing effect.?

The most discussed products by Rhode were glazing fluid, barrier restores cream and peptide lip treatment with a salted caramel taste.?

Peptide glazing fluid was praised for its refreshing and moisturizing effect and ingredients list. The smell and the taste were the main things people liked about the lip treatment. At the same time, barrier restore cream has got lots of controversial reviews. On the one hand, users like its soft look effect; on the other hand, it causes an allergic reaction.?

Although both celebrities have their audience on social media, they involve other influencers to promote their brands.?

The main bloggers that created content about SNNK were Cassandra Bankson (model & skincare expert, 1.86M followers on Youtube), Dr Dray (dermatologist, 1.62M followers on YouTube), and Mixed Makeup (Susan Yara - the founder of skincare brand Naturium, 1.47M followers on YouTube).

Rhode was promoted by Mariale Marrero (Mar) (digital creator, 6.1M followers on Instagram), Nicol Concilio (beauty vlogger, 831K followers on YouTube), and Brooke Ashley Hall (public figure, 949K followers on Instagram).

Even though beauty products are more popular among women, some male influencers created content about both beauty lines.?

James Welsh (1.4M followers on YouTube) published a video about the upcoming SKKN release, items, advertising, and pricing. The video got 186K views and 8.6K likes.?

Meanwhile, Rhode was mentioned by dermatologist Dhaval G. Bhanusali (138K followers on Instagram).?

If you want to track social media reactions on your brand’s new product line, just try YouScan’s free demo.?