Case Studies

How Selena Gomez Built a Leading Beauty Brand

By
The Desiree Team
July 13, 2023
IMAGE CREDIT - RARE BEAUTY
Selena Gomez, the renowned singer, actress, and philanthropist, has achieved remarkable success with her beauty brand, Rare Beauty, by prioritising authenticity and fostering community engagement. We explore the strategies employed by Gomez to establish this prominent brand...

Authenticity and Mental Health Advocacy

At the core of Selena Gomez's journey with Rare Beauty is authenticity. Drawing from her personal experiences and struggles with mental health, Gomez aimed to create a brand that celebrated individuality and emphasised inner beauty over conforming to societal beauty standards. This genuine approach struck a chord with consumers who appreciated the brand's commitment to staying true to oneself.

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Furthermore, Rare Beauty became closely associated with mental health advocacy, reflecting Gomez's sincere efforts to combat the stigma surrounding mental health issues. By openly sharing her own battles with anxiety and depression, Gomez aimed to destigmatize these conditions and create an environment of empathy and support. Rare Beauty emerged not only as a provider of beauty products but also as a platform that promoted emotional well-being and self-care.

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"I thought people would think I would be another celebrity brand, and I was nervous for that reason" β€” Selena Gomez

Inclusivity at the Heart of Rare Beauty

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Inclusivity is a fundamental aspect of Rare Beauty's product range. The brand prides itself on offering a diverse array of products that cater to various skin tones and types. For instance, the foundation shades are thoughtfully designed to encompass a broad spectrum of skin colours, ensuring that individuals from diverse backgrounds can find suitable options. This commitment to inclusivity has resonated with customers who value representation and diversity within the beauty industry.

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The Power of Community Engagement

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Community engagement plays a vital role in Rare Beauty's success. Selena Gomez leverages the power of social media platforms to directly connect with her fans and customers. By actively interacting with her audience, attentively listening to their feedback, and incorporating their suggestions into the brand's development, Gomez fosters a collaborative environment. This inclusive approach nurtures a sense of belonging and cultivates a loyal following that feels genuinely invested in the brand's growth.

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Philanthropic Initiatives for Mental Health

Rare Beauty donates 1% of all sales to the Rare Impact Fund and raises additional funds with philanthropic foundations, corporate partners, and individuals in our community to increase access to mental health services in educational settings.
Rare Beauty Mental Health Summit: Elyse Fox, Whitney Simmons, Carla Ibarra, and Ayesha Meer [Photo: Flannery Underwood]

Philanthropic initiatives are also an integral part of Rare Beauty's ethos. The brand commits to allocating 1% of all sales to the Rare Impact Fund, a charitable endeavour aimed at enhancing access to mental health resources. By supporting organisations that provide mental health services, particularly in underserved communities, Rare Beauty endeavours to make a tangible difference and create a positive impact on society.

Empowering Inner Beauty and Personal Growth

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Rare Beauty's messaging revolves around self-acceptance, empowerment, and embracing individual uniqueness. Through thoughtfully crafted marketing campaigns and compelling social media content, the brand encourages individuals to embrace their imperfections and celebrate their distinctiveness. By promoting a narrative that emphasises inner beauty and personal growth, Rare Beauty resonates with consumers seeking a more authentic and meaningful beauty experience.

Transparency and Sustainability

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Transparency and sustainability are additional principles upheld by Rare Beauty. The brand places a strong emphasis on transparency by sharing detailed information about product formulations and ingredients. This commitment to openness cultivates trust and reassurance among consumers who value knowing exactly what they are applying to their skin. Moreover, Rare Beauty is dedicated to sustainable packaging practices and cruelty-free approaches, aligning with the ethical considerations of conscious consumers.


Selena Gomez has achieved remarkable success with her beauty brand, Rare Beauty, by leveraging authenticity and community engagement. Through her genuine approach, advocacy for mental health, inclusive product range, active community involvement, philanthropic initiatives, and commitment to transparency and sustainability, Gomez has created a brand that resonates with a diverse range of consumers. Rare Beauty's emphasis on inner beauty and its dedication to making a positive impact have played instrumental roles in its rapid growth and prominence within the beauty industry.

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Editor's pick: Soft Pinch Liquid Blush

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Give the cheeks a healthy flush of colour with Rare Beauty Soft Pinch Liquid Blush, a liquid blush that is easy to blend. With a lightweight formula, buildable colour is easy to achieve.

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