Rare Beauty, founded by Selena Gomez, has seen remarkable success since its launch in 2020. The brand is expected to exceed $300 million in sales in 2023, tripling its earnings from 2022. By February 2024, it’s projected to reach $400 million in annual net sales.
The brand’s market presence is strong, with availability in major retailers like Sephora and Space NK in the UK and Ireland. Rare Beauty also maintains a robust online presence through its website and active social media accounts.
Brand awareness is high, especially among Gen Z consumers. Rare Beauty has gone viral on social media platforms like TikTok and Instagram, boasting a large and engaged following.
The product portfolio includes popular items such as liquid blushes, highlighters, and a new bodycare line, all well-received by customers. The brand’s commitment to philanthropy is evident, with a pledge to donate $100 million to mental health causes over the next decade, and $12 million already raised.
Rare Beauty has built a strong community that values its inclusive message and focus on self-love and empowerment. This unique brand message, combined with effective use of social media and strong product offerings, underpins Rare Beauty’s success.