When Selena Gomez launched a makeup brand named Rare Beauty back in 2019, some expected it to become one of the most talked-about beauty brands in the world. However, in just a few years, Rare Beauty has grown into a company worth around $2 billion. The specialty of this makeup brand was that instead of chasing flawless perfection, Rare Beauty celebrates the quirks and individuality that make people unique.
Its tone is calm, real, and inclusive, mirroring Selena herself. From a wide shade range to social media posts that feel personal rather than polished, Rare Beauty feels like a safe space in a world obsessed with filters and likes.
This article explains how Selena Gomez transformed her personal experiences and values into a global movement, and how Rare Beauty has become the rarest thing of all in the beauty world, a brand that genuinely makes people feel good about being themselves.
How Rare Beauty Became the Brand Gen Z Can’t Stop Talking About?
How Rare Beauty Became the Brand Gen Z Can’t Stop Talking About?
Rare Beauty has built around self-acceptance, inclusivity, and mental health; the brand speaks directly to a generation that values authenticity over perfection. But creating meaningful connections requires more than just quality products. Rare Beauty’s marketing strategy focuses on building real relationships, celebrating individuality, and meeting customers where they are, especially on the platforms they love.
TikTok Engagement
TikTok plays a crucial role in catching the attention of potential customers for Rare Beauty. It’s where the brand laughs, listens, and connects directly with Gen Z in their own language.
Embracing Real Moments
Rare Beauty skips the glossy, overproduced ads that most beauty brands rely on. Instead, its videos feel spontaneous and honest, quick tutorials, fun reactions, or casual behind-the-scenes clips that make followers feel like part of the team.
The brand’s TikTok content revolves around four key ideas:
- Tutorials & How-Tos: Simple makeup tips that anyone can follow.
- Behind the Scenes: A peek into the making of products and campaigns.
- User Stories: Real people sharing real experiences.
- Product Highlights: Subtle, story-driven launches and demos.
It’s not just about views, it’s about building trust. By letting authenticity take the spotlight, Rare Beauty has created an online space that feels inclusive, kind, and genuinely fun.
Influencers Who Feel Like Friends
On TikTok, influencers aren’t just promoters; they’re community members. Rare Beauty collaborates with a mix of creators across skin tones, genders, and backgrounds. These partnerships amplify the brand’s reach while keeping its message of self-expression intact.
Each creator adds their own personality to the products, showing that beauty doesn’t have one look; it has many. That’s exactly the kind of message Gen Z wants to see.
Muskaan Kapoor
The Power of a Personal Connection
At the center of it all is Selena Gomez, not as a distant celebrity, but as the brand’s emotional anchor. She doesn’t just front Rare Beauty; she lives it. Her openness about mental health and personal challenges adds depth and humanity to everything the brand stands for.
Here’s what Rare Beauty teaches us about connection:
- Be genuine: Selena built the brand around her real beliefs, self-acceptance, kindness, and mental well-being. When customers see that authenticity, they connect emotionally.
- Be transparent: Selena has spoken openly about her mental health journey, which adds depth to the brand’s message. Sharing your challenges, not just your successes, makes your brand feel human and relatable.
- Influence Beyond Fame: You don’t need 400 million Instagram followers to build influence. Selena’s approach shows that connection matters more than scale. Sharing your story, your struggles, and your wins builds trust and relatability. Every entrepreneur has a story worth telling, and transparency can turn customers into loyal advocates.
Smart and Strategic Product Launches
Rare Beauty doesn’t flood the market with endless releases. Instead, it’s thoughtful. Each new product gets its own spotlight, allowing customers to get excited, engage, and share feedback.
When the brand dropped its powder blush and followed it with an exfoliating body wash in May, each launch felt fresh and focused. This steady rhythm keeps Rare Beauty in the conversation year-round. And in 2025, they are back with their NEW limited-edition, full-size Glass Effect Lip Liner & Gloss Duo.
Listening plays a big role, too. The team constantly refines formulas based on real customer reviews, showing that feedback truly shapes the brand.
Turning Browsers Into Buyers
Rare Beauty’s online experience is more than a digital storefront; it’s a personalized journey designed to make customers feel understood.
- Geo-Targeted Popups: Shoppers see local promotions and delivery options tailored to their country or region.
- Best Sellers Up Front: Popular products are easy to spot, helping indecisive shoppers decide faster.
- User-Generated Content: Real photos and honest reviews build credibility and community.
- Smart Tools: Shade finders and product pairings make shopping simple and interactive.
Every element nudges visitors closer to a confident purchase, without ever feeling pushy.
Purpose-Driven Marketing With Real Impact
Rare Beauty’s success goes beyond great products; it’s built on purpose. Selena launched the Rare Impact Fund to support mental health resources worldwide, pledging a percentage of every sale to the cause. By 2023, the fund had raised over $7 million.
This isn’t a side campaign; it’s part of the brand’s DNA. For Gen Z, that commitment matters. They want brands that stand for something real.
Turning Purpose Into Loyalty
When a brand genuinely advocates for causes that matter, it builds emotional equity. Rare Beauty’s efforts around inclusivity, self-love, and mental health have turned customers into a global community.
And here’s the best part: any brand can do this. Aligning with a social cause that reflects your values doesn’t just make good PR; it builds lasting loyalty.
Payday Sales Campaign
Social media has been at the heart of Rare Beauty’s success. With over 4 million Instagram followers, the brand excels at creating authentic, suspenseful, and emotionally resonant content. Its campaigns go beyond promoting products; they connect with customers on a personal level.
#WeAreRare Forever Campaign
This campaign invited users to share stories of self-acceptance and empowerment, turning customer voices into a powerful movement. By celebrating individuality and rejecting unrealistic beauty standards, Rare Beauty reinforced its message of inclusivity and self-love.
Conclusion
Rare Beauty’s rise isn’t luck; it’s the product of authentic storytelling, mindful marketing, and genuine impact. From TikTok authenticity to purpose-driven campaigns, Selena Gomez has built a brand that feels deeply human in a digital world.
For entrepreneurs and creators, the message is clear: you don’t need perfection to win people’s hearts, you need honesty. Whether through small, consistent launches, transparent communication, or standing for a cause you believe in, authenticity will always be the most beautiful thing your brand can wear.
Ria Sahni
FAQs
What makes Rare Beauty different from other makeup brands?
Rare Beauty, founded by Selena Gomez, focuses on individuality and self-acceptance rather than flawless perfection. The brand celebrates quirks, inclusivity, and mental health, offering a wide shade range and authentic content that resonates with Gen Z.
Who is the founder of Rare Beauty?
Rare Beauty was launched by Selena Gomez in 2019. She is not just the face of the brand but also its emotional anchor, reflecting her values of authenticity, kindness, and mental well-being.
What are some popular Rare Beauty products?
Rare Beauty’s notable products include powder blush, exfoliating body wash, and limited-edition items like the Glass Effect Lip Liner & Gloss Duo.
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