Cracking The Code: Rare Beauty Marketing Strategy

Is your makeup brand having trouble reaching Gen Z on social media? You’re not alone—many brands face this challenge. After researching successful strategies, I noticed Rare Beauty grew quickly by using TikTok to gain millions of loyal fans in just one year. ² In this article, I’ll share how Rare Beauty’s methods can inspire you to create real content and build a community focused on mental health awareness and inclusivity. ³ Keep reading for insights that can help your brand truly connect. ¹

Key Takeaways

• Rare Beauty mainly uses TikTok—where videos often get more views than on Instagram—for quick and genuine connections. Their Soft Pinch Liquid Blush went viral, and Selena Gomez’s own casual clip hit 19 million views, proving short, real videos resonate best with fans.
• Selena Gomez sets the tone with honest, open talks about mental health and beauty ideals. Her straightforward style earns trust from younger shoppers, who easily spot fake ads.
• The Rare Impact Fund targets raising $100 million to help youth mental health services. Every purchase matters, as 1% of product sales directly supports this fund—making shopping about more than just beauty.
• Products suit all skin tones, not limited to specific shades. Their ads include diverse models, and they regularly act on customer feedback to keep products inclusive.
• Rare Beauty teams up with Sephora—available in more than 2,000 stores across 35 countries. Fans can spot a product trending on TikTok, then test it in-store that same day.

Rare Beauty Marketing Strategy and Social Media Strategy

Rare Beauty’s marketing plan has taken the beauty world by storm with fresh ideas. I’ve watched how they mix smart social media moves with Selena Gomez’s star power to create real buzz.

TikTok as the primary platform

I’ve noticed TikTok is Rare Beauty’s strongest channel on social media—numbers tell the story clearly. Posts there get way more likes and comments than on Instagram. The Soft Pinch Liquid Blush went viral after fans shared brief videos applying it. ¹ Quick clips do wonders—under 10 seconds, real faces, and genuine voices connect best with viewers. The hashtag #BEAUTYTOK alone has over 40 billion views, proving the massive audience available to makeup brands.

Even Selena herself shared a TikTok applying Kind Words Lipstick, pulling in more than 19 million views. TikTok sits at the center of Rare Beauty’s online strategy, creating genuine connections through short, honest videos.

Now, let’s check out how Selena guides the brand’s identity on other social channels. ²

Founder-led brand identity

Selena Gomez sits at the center of Rare Beauty’s identity. Everything—from social posts to products—is shaped by her own values. She doesn’t just put her name on makeup; she openly talks about personal struggles like mental health and tough beauty expectations.

This openness makes the brand feel real to her fans. Every product shows who Selena really is—honest, caring, and focused on bigger issues.

Rare Beauty stands apart from other celebrity brands, because Selena always shows her true self. On TikTok, she speaks directly to followers, showing her natural face—even imperfections.

Young shoppers quickly notice fake marketing, but Selena’s genuine approach creates strong trust. Her brand stays close to Selena’s goals—supporting mental health and welcoming everyone.

This honest way of sharing stories helps Rare Beauty genuinely connect with people. ³

Authentic storytelling and relatability

My work highlights real-life stories people care about. Rare Beauty connects through honest, relatable content. You can see it clearly in TikTok clips, where regular people use their makeup each day.

The brand even invites fans to post their own routines under #RareRoutine—this helps build real community spirit. ⁴

Fans easily find themselves reflected in the company’s message of self-acceptance. Rare Beauty avoids using flawless models, choosing instead to show everyday faces—with real skin textures and imperfections.

Beauty fans appreciate that genuine touch, after seeing endless filtered ads. Plus, the brand actually pays attention to customer feedback, making adjustments based on real suggestions—not just stuff that looks pretty in commercials.

Emphasis on Mental Health Advocacy

Rare Beauty stands out by putting mental health first in all they do. They back up their talk with real money through the Rare Impact Fund, giving real help to those who need it.

Promoting social impact through the Rare Impact Fund

I’ve seen the Rare Impact Fund truly change lives, especially for young people dealing with mental health challenges. Selena Gomez started this fund because of her own experiences, aiming to raise $100 million to expand mental health care access for youth. ⁵ One percent of every Rare Beauty product sold directly supports this goal. Money raised goes to groups that often don’t get enough help, and funds programs teaching young people about mental wellness.

But the fund’s value isn’t limited to money alone—it also runs powerful campaigns to end the stigma around mental health. ⁶ These programs encourage people to open up, letting them know it’s okay to discuss their feelings.

Friends of mine who use Rare Beauty products feel great, knowing each purchase makes a difference. Rare Beauty shows beauty brands can do far more than sell makeup—they can improve people’s lives in meaningful ways.

Inclusivity as a Core Value

Rare Beauty stands out by making products for all skin tones, not just a select few. Their ads show real people with different looks, which makes fans feel seen and valued.

Embracing diversity in products and campaigns

I appreciate how Rare Beauty truly embraces diversity. Their Stay Vulnerable Melting Cream Blush comes in five shades, created to suit all skin tones—not just one or two token options.

Scroll through their social media pages, and you’ll see models from many different backgrounds wearing the makeup. It’s not a marketing gimmick either—it genuinely challenges outdated beauty standards. ²

Rare Beauty pays close attention to customer feedback and adjusts products based on actual input. During my years writing about beauty brands, plenty claimed to care about inclusion—but few actually took meaningful steps forward.

Rare Beauty consistently highlights diverse faces in their ads and genuinely tries to offer makeup for everyone. ⁷

Strategic Marketing Campaigns

Rare Beauty’s viral TikTok challenges and smart local promotions have turned fans into loyal customers – stick around to learn how they make magic with less ad spend than their rivals!

Viral TikTok challenges

I’ve noticed TikTok challenges really boost brands like Rare Beauty. The hashtag #BEAUTYTOK alone has hit over 40 billion views—perfect for beauty businesses to reach their audience. ¹ Take Selena Gomez’s recent video: it pulled in over 19 million views.

These challenges click because they blend music and user content, keeping things authentic and relatable. Short makeover videos and quick product tests grab plenty of attention. And if a TikTok clip goes viral, products often sell out worldwide within days—social proof at its best. ¹

Savvy beauty brands tap into this trend by creating enjoyable, shareable challenges fans love joining in on and showing friends.

Geo-targeted promotions

Rare Beauty goes way beyond TikTok trends—it nails local marketing. My team watches the brand closely, tracking how it creates unique offers for each region. They do flash sales in college towns during back-to-school weeks, plus pop-ups in big cities that match the local vibe.

Even their social media ads target specific zip codes, giving fans deals that feel truly personal—like they’re made just for them. ⁷

The brand teams up with local beauty shops to launch products that match an area’s tastes. They test out new shades in select locations first, building excitement before launching them everywhere else.

This smart, low-key tactic helps Rare Beauty connect with fans personally. Geo-targeted marketing isn’t only about boosting sales—it forms genuine connections with makeup lovers in North America, Europe, Asia, and the Middle East. ⁸

Enhancing Accessibility Through Distribution Channels

Rare Beauty makes its products easy to find through smart team-ups with big stores like Sephora, which helps the brand reach more people who want to try their makeup… Want to learn how these smart retail moves have helped Selena Gomez’s brand grow so fast?

Partnerships with retailers like Sephora

I teamed up with Sephora to make finding Rare Beauty easy and convenient. Our products are now available in over 2,000 Sephora locations, spanning 35 countries. ⁷ This choice lets fans touch, test, or play with makeup in-store before deciding to buy.

We purposely chose Sephora as our exclusive retail partner, to protect what makes our brand feel unique.

Sephora’s big global footprint helps boost our social media presence too. Fans often spot a product trending on TikTok—and can then head straight to a nearby Sephora to try it out in real life that day.

That seamless blend of online excitement and same-day store visits helps Rare Beauty feel fresh and different from other celebrity brands. Plus, having our products in stores helps get our mental health message out to even more people.

Conclusion

Rare Beauty shines bright in today’s crowded makeup scene—thanks mostly to smart social media moves. Their posts on TikTok and Instagram blend mental health talk with real-life stories, quickly gaining loyal followers.

Selena Gomez keeps it real, giving the brand an open, honest feel—more like talking to a friend than a big company. They’ve shaken up beauty standards by championing diversity, with makeup lines clearly focused on serving every skin tone.

For brands online, showing heart beats pushing ads every time—this is how real connections form in today’s digital world.

References

1. ^ https://www.tcf.team/blog/tiktok-strategies-for-beauty-brands (2025-04-29)
2. ^ https://www.socialinsider.io/blog/rare-beauty-marketing-strategy/ (2023-02-28)
3. ^ https://www.marketingdive.com/news/rare-beauty-cmo-winning-gen-z-community-marketing/742067/ (2025-03-11)
4. ^ https://thesis.eur.nl/pub/74950/15909.pdf
5. ^ https://rareimpactfund.org/
6. ^ https://www.rarebeauty.com/blogs/rare-impact/rare-impact-fund?srsltid=AfmBOor3bWQInwPWBaBWEZDVpKXZ48SB6F1J5D8jaSAAA8Omr9gcx4Z0
7. ^ https://www.havstrategy.com/marketing-strategy-rare-beauty/
8. ^ https://www.cliffsnotes.com/study-notes/21366204