Selena Gomez’s beauty brand, Rare Beauty, has distinguished itself in a crowded celebrity-driven cosmetics market since its launch in 2020. While many celebrities have introduced their own makeup lines, Rare Beauty’s success is attributed to its focus on authenticity, mental health advocacy, and inclusivity.
Initially met with skepticism due to Gomez’s lack of prior experience in the beauty industry and a general fatigue toward celebrity brands, Rare Beauty faced challenges at launch during the COVID-19 pandemic. However, the company developed a marketing strategy that centered on storytelling and connecting with consumers online.
Rare Beauty identified Gen Z as its core audience and aligned its values with this generation’s emphasis on diversity and inclusion. The brand introduced 48 shades for concealer and foundation to ensure representation across skin tones. Packaging was designed for accessibility, reflecting Gomez’s personal experiences with lupus.
The company also prioritized diverse representation in social media content by featuring models and influencers of various backgrounds. Campaigns such as “Every Side Of You” promoted inclusivity through both casting choices and messaging. During the Black Lives Matter movement, Rare Beauty took an active stance by sharing resources and making donations to organizations like The Bail Project and NAACP Legal Defense Fund.
Social media played a significant role in Rare Beauty’s growth, particularly through TikTok where user-generated content helped products like the Soft Pinch Liquid Blush go viral. Rather than relying heavily on well-known influencers, the brand collaborated with smaller creators who had dedicated followings.
Mental health advocacy is another pillar of Rare Beauty’s identity. Gomez has openly discussed her own struggles with depression and anxiety, which informed initiatives such as the Rare Impact Fund—a non-profit organization aiming to expand access to mental health services worldwide. One percent of sales is donated to this fund with a goal of raising $100 million over ten years.
By addressing issues important to younger consumers—such as diversity, inclusion, authenticity, and mental health—Rare Beauty has built strong connections within its target demographic.
