The Secret Behind Rare Beauty’s Success: What Makes It Stand Out

Launched in September 2020, Rare Beauty crossed $400 million in net sales in just three years. Impressive, right? But what exactly fueled this meteoric rise?

It turns out Rare Beauty's success isn’t just about celebrity influence. It’s about authentic branding, inclusive products, and strategies that genuinely connect with socially conscious, young audiences.

In this article, we will dive deep into the secrets behind Rare Beauty's success and uncover what other brands can learn from its playbook.

Rare Beauty’s Success Starts With Its Founder & Purpose

Rare Beauty isn’t just a makeup line. It’s a brand with a story that resonates. Its identity is deeply tied to Selena Gomez’s personal journey, values, and authenticity, which immediately gives it credibility and emotional appeal.

Selena Gomez: Authenticity as a Brand Foundation

Unlike many celebrity lines, Rare Beauty doesn’t rely solely on star power. Selena Gomez openly shares her experiences with mental health, making the brand relatable and genuine.

Fact: Consumers are 2.5x more likely to engage with brands that share authentic founder stories. This info can be crucial if you are creating your own skincare line from scratch, as it can help you get things correct right from the get-go. 

Mission-Driven Branding

Rare Beauty's mission is simple yet powerful: “makeup made to feel good in, without hiding what makes you unique.” The brand champions self-expression, inclusivity, and mental wellness, creating emotional loyalty that goes far beyond the products themselves.

Key takeaway: Private-label skincare brands that align their mission with consumer values build trust and long-term loyalty.

A Clear Market Timing & Audience Connection

Timing is everything, and Rare Beauty nailed it. By understanding their audience and what they value, the brand launched products and campaigns that felt instantly relevant and culturally on-point.

Gen Z as the Core Audience

Rare Beauty launched when Gen Z dominated social media trends. These consumers crave authenticity, inclusivity, and transparency, and the brand’s early campaigns spoke directly to these values.

Fact: By 2022, Gen Z accounted for nearly 40% of global cosmetics spending. Knowing how to market skincare to Gen Z and aligning things accordingly on time was a strategic masterstroke.

Capitalizing on Social Media Trends

Rare Beauty leveraged TikTok and Instagram to create viral moments around products like Soft Pinch Liquid Blush and Liquid Touch Weightless Foundation.

Here’s what worked:

• Viral social media content highlighting real users
• Inclusive product ranges and messaging
• Mental health advocacy through the Rare Impact Fund

Rare Beauty isn’t the only brand that successfully recognized this and turned it into their advantage. The brands below did the same, so feel free to take a look at their stories:

• The Secret Behind Estée Lauder’s Success
• How Did Maybelline Become Successful
• What Is E.L.F. Cosmetics' Marketing Strategy
• What Is L’Oréal’s Marketing Strategy

Product & Brand Strategy That Feels Real

Rare Beauty's products are more than formulas and packaging. They connect emotionally and become culturally relevant. Each product is carefully designed to stand out while staying true to the brand’s mission.

Hero Products and Product Virality

Rare Beauty focused on a few hero products that could make waves in a crowded market. The Soft Pinch Liquid Blush became a social media sensation, while the Liquid Touch Foundation was praised for inclusivity and quality.

Pro Tip: Investing in one standout product can create buzz that lifts an entire brand line.

Inclusive Pricing and Accessibility

Rare Beauty positioned itself as mid-premium: affordable enough for younger consumers, yet aspirational enough to feel premium. This balance encourages repeat purchases and fosters loyalty in the skincare customer base.

Branding and Packaging

Minimalistic, elegant packaging emphasizes authenticity and accessibility. Shades are curated for all skin tones, reflecting the brand’s commitment to inclusivity.

Marketing & Community: The Engine of Growth

Rare Beauty focuses on building relationships and community, not just selling products. Every campaign tells a story that resonates with its audience and encourages engagement.

Storytelling Over Selling

Campaigns like #WeAreRare showcase real people, emphasizing individuality over perfection.

Influencer and Community Strategy

Instead of relying solely on celebrity endorsements, Rare Beauty partners with micro-influencers and its own community, building a multi-layered, authentic presence. This strategy increases trust and engagement among followers.

Key takeaways:

• Use founder or brand voice for authenticity
• Encourage user-generated content
• Build a community, not just a customer base

Key Strategies Behind Rare Beauty's Success

Here’s what helped Rare Beauty win big:

Distribution & Scaling Smartly

Rare Beauty's growth strategy goes beyond marketing. It carefully integrates how and where products reach customers, ensuring both visibility and control over the brand experience.

Omnichannel Approach

By combining direct-to-consumer sales through its website with retail partnerships, most notably Sephora, Rare Beauty scales quickly while maintaining customer insights and loyalty.

Sustainable Growth

The brand expanded internationally deliberately and strategically, avoiding overextension.

Tips for other brands:

• Partner with a flagship retailer for visibility
• Maintain DTC channels for insights and loyalty
• Expand carefully into international markets

Fact: By February 2024, Rare Beauty crossed $400 million in net sales.

Mission-Driven Impact as Competitive Advantage

Rare Beauty doesn’t just sell beauty products; it builds a brand that stands for something meaningful.

Rare Impact Fund

Rare Beauty donates 1% of sales to mental health initiatives, reinforcing its purpose and building loyalty among socially conscious consumers.

Brand Differentiation

This mission-driven approach sets Rare Beauty apart from other celebrity-backed brands, creating emotional loyalty and a positive brand reputation.

Key takeaway: Integrating purpose into your brand enhances trust, engagement, and long-term success.

Lessons Other Brands Can Learn From Rare Beauty

Beyond cosmetics, Rare Beauty offers actionable lessons for businesses looking to stand out:

• Start with a strong mission: Craft a compelling story first
• Know your audience & timing: Align with trends and values
• Launch a hero product: One standout product can define your brand
• Use omnichannel smartly: Balance DTC with retail partnerships
• Leverage authentic marketing: Storytelling beats hype
• Scale sustainably: Grow strategically and avoid overextension

Rare Beauty proves that even small brands can stand out with a focused mission, strong products, and authentic marketing.

Take Inspiration From Rare Beauty! 

Rare Beauty shows that with authentic leadership, mission-driven products, savvy marketing, smart distribution, and purposeful impact, any brand, big or small, can rise above the noise.

So, what’s stopping you? Take a page from Rare Beauty’s playbook and bring your brand to life. Supliful’s white-label solutions make it easy to turn your ideas into products that sell!