Selena Gomez built the Rare Beauty brand by leveraging her immense popularity and focusing on accessible, moderately priced makeup products that perform well. The brand offers simple, easy-to-use items like a lip liner for $15 and a liquid foundation in 48 shades for $30. This pricing strategy makes Rare Beauty appealing to a broad audience.
Gomez’s massive social media following, including over 400 million Instagram followers, has been pivotal in creating buzz. Rare Beauty itself boasts over 3 million followers on TikTok and 6 million on Instagram. The tailored content across platforms helps engage fans and potential customers.
Mental health advocacy is at the heart of Rare Beauty. Gomez has pledged to dedicate 1% of sales to the brand’s in-house fund. This initiative has raised at least $5 million so far, highlighting the brand’s commitment to a social cause.
The executive team behind Rare Beauty includes industry veterans like Joyce Kim, a former L’Oreal executive. This expertise ensures that the products perform well, whether for red carpet appearances or everyday use. The quality of Rare Beauty’s products has been a key factor in its success.
Inclusivity is another cornerstone of Rare Beauty. Offering a wide range of products, including a brow product and liquid foundation in 48 shades, the brand caters to various skin tones and preferences. Community engagement is also crucial, with Gomez regularly interacting with the product team and customers through social media and events like the Rare Beauty Mental Health Summit.