There’s ample room for many brands to thrive in the industry, but the trajectory of Rare Beauty has been nothing short of remarkable. Launched in August 2020, Rare Beauty by Selena Gomez, available at Sephora in Australia, has achieved significant global success in just under three years.
Industry-leading product innovation, high-calibre company culture, and operational best practices have all played a significant role in supporting the rapid rise of Rare Beauty. Additionally, significant market shifts have further aligned the stars for the brand, positioning it as a major contender to top the celebrity beauty brand rankings.
A Numbers Game
Rare Beauty’s revenue was reported to hit $90 million by the end of 2022. According to Cosmetify’s 2023 Celebrity Beauty Ranking Index, which considers factors such as revenue and social media popularity, the brand has catapulted to #3, sitting just behind Kylie Cosmetics in the Top 20 most successful celebrity beauty brands list.
Furthermore, global women’s fashion, beauty, and wellness platform, StyleCraze, also examined celebrity-owned beauty brands, collating data from search engines, online articles, and Instagram to identify “the internet’s favourite celebrity beauty brands” at the time. It was found that several leading indicators placed Rare Beauty hot on the heels of Kylie Cosmetics. Given that Kylie Cosmetics launched in 2014, the traction that Rare Beauty has garnered in a much shorter time frame is impressive.
Most Popular Brand By Beauty Score:
- # 1 Kylie Cosmetics (Kylie Jenner), 42.47
- # 2 Rare Beauty (Selena Gomez), 23.94
Most Followed Celebrity Brands on Instagram:
- # 1 Kylie Cosmetics (Kylie Jenner), 26,000,000
- # 2 Kylie Skin (Kylie Jenner), 5,800,000
- # 3 Skkn by Kim (Kim Kardashian), 5,500,000
- # 4 Rare Beauty (Selena Gomez), 3,200,000
Most Frequently Mentioned in Articles:
- # 1 Kylie Cosmetics (Kylie Jenner), 7,863
- # 2 Rare Beauty (Selena Gomez), 7,004
The Evolution of Beauty Ideals
As public opinion on beauty ideals changes, we’ve seen celebrities, including the Kardashians, publicly acknowledge their decisions to remove fillers and revert to their natural looks. With the rise of TikTok, we’ve witnessed the emergence of more authentic content, which is reshaping beauty standards amongst younger generations. As a result, younger audiences are embracing authenticity over the perfection and ultra-curated aesthetics popularised by Instagram.
With a mission statement to ‘break down unrealistic standards of perfection’, Rare Beauty is perfectly poised for this new era of beauty that emphasizes natural beauty and individuality over homogenized standards. Selena Gomez’s Rare Beauty encapsulates this movement, promoting self-acceptance and championing the idea that beauty should empower individuals to feel good about themselves, not change themselves.
The Reign of Feel Good Beauty
The recent Beauty Marketing Predictions Report by Beautiful Sparks, a beauty branding strategy and content marketing consultancy, stated that amidst the broader global economic challenges of 2023 and beyond, beauty consumers seeking more joy, fulfillment, and purpose will prioritize beauty brands that provide great products that embody their personal values and beliefs. More conscious of their purchasing impact, Gen Z and Millennials will continue to seek brands that address issues they care about.
With Rare Beauty’s clearly defined purpose to address mental health and promote self-acceptance, their values are woven into their product naming, content strategy, partnerships, and events. The consistency of the brand’s execution across all touch points, aligned with their values powerfully cuts through the noise.
The Power of Grassroots Communities
Savvy beauty brands are moving beyond typical social media channels alone to build deeper relationships with their communities. Rare Beauty has stayed one step ahead through initiatives such as community events celebrating happiness, diversity, friendship, and mental health awareness.
Moreover, Rare Beauty’s inaugural Ambassador Program exemplifies this community-driven approach. Comprising 28 college and graduate students across the U.S., these nominated mental health champions form a unique bridge between the brand and its community. These initiatives are fostering a deeper sense of community among its followers, setting a new standard for customer engagement in the beauty industry.
In conclusion, Rare Beauty’s meteoric rise is nothing short of extraordinary, firmly placing the brand as a formidable challenger in the beauty industry. By defying traditional beauty norms and backed by its ingrained values, it offers a refreshing vision of the future of beauty.
About the Author:
Effie Asafu-Adjaye is the Founder of Beautiful Sparks, a beauty branding strategy and content marketing consultancy that helps brands refine their brand strategy, messaging, visual identity and content storytelling.
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