Unveiling the Beauty of Rare Beauty

In the past few years, more and more celebrities have been launching their brands, makeup, skincare, clothing… you name it. Amidst all these brands: Rare Beauty. The brand was created by actress and singer Selena Gomez in 2020.

While many other celebrities saw their brand fail, Rare Beauty has strongly established itself in the beauty industry with a strong social media presence, and great marketing. Rare Beauty leveraged social media platforms to showcase the Soft Pinch Luminous Powder Blush, their latest creation. What has been Rare Beauty’s strategy to remain relevant in the industry?

Using TikTok to its full potential

In recent years, TikTok has emerged as a dominant force in shaping beauty trends and influencing consumer behaviour. Rare Beauty has recognised this potential and strategically leveraged the platform to engage with its audience in innovative ways. Through captivating and entertaining content, including makeup tutorials, challenges, and user-generated content, Rare Beauty maintains a constant presence on TikTok, staying top-of-mind among its target demographic. The brand keeps its videos short and sweet, a key point to take in mind on TikTok as the attention span for videos is usually quite low. Using human faces and voices is also a big bonus when it comes to user engagement.


HYPOTHETICALLY…what would happen? @Selena Gomez #rarebeauty #selenagomez #newrarebeauty #newproductalert

♬ original sound – Rare Beauty

Focus on one product release at a time

The more Rare Beauty became established the more its marketing strategy became apparent. Today when the brand releases a new product it doesn’t focus on a whole range of new items but rather on one at a time. A new blush, lipstick, each item gets its moment in the spotlight. This explains why their latest blush was so successful on TikTok, with a new formula for the blush it was important to give it its moment on social media. Influencers all over the world received PR packages of the new item alongside other items but at the front of the stage was the new product. The product is there to highlight their previous releases and make the products you already, shine even more.   

[Image Creds: Cosmopolitan]

Working with Influencers

Rare Beauty understands the power of influencer marketing in today’s digital landscape. By collaborating with influencers across various platforms, the brand extends its reach to diverse audiences and reinforces its message of inclusivity. These partnerships not only drive sales but also enhance brand credibility and visibility. Moreover, by featuring influencers of different backgrounds and skin tones, Rare Beauty reinforces its commitment to catering to a broad spectrum of consumers. This is also a great way to increase the brand’s visibility and reach an audience that could be otherwise less accessible.


Overall, Selena has kept her brand successful by being personally involved in every step of the way. This is not just a name or face behind a brand, it’s a well thought out strategy, and high quality product that encourages fans and non fans to try out the brand. 

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[Featured Image Creds: Hello! Magazine]
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