Lessons from Rare Beauty social media strategy for beauty and cosmetics brand marketing.
The beauty industry is more competitive than ever, and with advertising costs going through the roof, standing out is no easy feat. However, one brand that has managed to break through the noise with smart, strategic marketing is Rare Beauty, founded by Selena Gomez.
Sure, having a celebrity founder helps, but Rare Beauty’s success isn’t just about star power. It’s about authentic storytelling, a strong community, and social media strategies that work.
Let’s examine the social media marketing moves that made Rare Beauty a game-changer in the beauty industry.
About Rare Beauty
Launched in 2020 by Selena Gomez, Rare Beauty is a movement. Selena set out to redefine beauty standards, encouraging self-acceptance, natural beauty, and mental health awareness. The brand isn’t just focused on makeup but on making you feel good in your own skin.
The results speak for themselves. Rare Beauty has taken the industry by storm, with a valuation of over $2 billion as of 2024. In 2023, its estimated revenue hit $350 million, marking a 50% increase from 2022. By February 2024, the brand had crossed $400 million in net sales—a testament to its smart marketing and loyal community.
A big part of Rare Beauty’s mission is mental health advocacy. Through the Rare Impact Fund, the brand donates 1% of all sales to mental health initiatives, making resources more accessible to those in need.
But what is the brand doing so differently? Let’s find it out.
Dissecting Rare Beauty’s social media strategy
Rare Beauty’s social media strategy not only focuses on selling makeup but also building a genuine connection with its audience. Here’s how the brand keeps people engaged and loyal.
1. Founder led brand marketing
Rare Beauty benefits from Selena Gomez’s presence as a founder and brand ambassador. She shares makeup tutorials, GRWM vlogs, and product launch content, creating a strong personal connection with the audience.
Non-celebrity brands can apply the same approach by making their founders public figures in their niche. Sharing behind-the-scenes insights, product expertise, and engaging directly with the community builds trust and credibility. A founder’s visibility strengthens the brand’s identity and fosters a deeper customer connection.
2. Authentic and relatable storytelling
At the heart of Rare Beauty’s social media presence is realness. Selena Gomez openly shares her struggles with mental health, making the brand feel like more than just a business—it’s a community. Instead of pushing flawless, airbrushed beauty, Rare Beauty embraces imperfections, unfiltered moments, and self-acceptance.
Behind-the-scenes clips, heartfelt messages from Selena, and stories from the team make followers feel like they’re part of something bigger. Whether it’s a candid video of Selena applying makeup or a post about self-love, every piece of content resonates on a deeper level, creating trust and emotional connection with the audience.
3. Mental health advocacy and social impact
Mental health is the core part of Rare Beauty’s social media presence. Through #MentalHealthMatters campaigns, the brand uses Instagram, TikTok, and YouTube to share personal stories, collaborate with mental health advocates, and start real conversations. This keeps the topic front and center, creating a space where people feel heard and supported.
The Rare Impact Fund is another key piece of this strategy. Every time Rare Beauty promotes a product, it reminds its audience that 1% of all sales go toward mental health initiatives. This isn’t just in one-off posts—it’s embedded in product launches, influencer partnerships, and brand storytelling, reinforcing that buying from Rare Beauty means supporting something bigger.
Why does this work? Because people connect with brands that stand for something. By leading purposefully, Rare Beauty has built a loyal, engaged community that doesn’t just buy products but actively supports the brand’s mission. This approach boosts organic reach, engagement, and trust, proving that people pay attention when a brand stands for something meaningful.
4. Viral TikTok and short form video dominance
TikTok is the brand’s key social media platform. From the beginning, the brand fully embraced the platform’s marketing potential, understanding that authenticity and engagement drive success. Instead of relying on polished ads, Rare Beauty tapped into trending challenges, GRWM (Get Ready With Me) videos, and organic influencer content, making its products feel like a natural part of the conversation.
One of the biggest reasons for Rare Beauty’s TikTok success is how often its products go viral. For example, the Soft Pinch Liquid Blush became a cult favorite thanks to organic reviews and swatch videos, leading to repeated sellouts. The brand encourages this by sending products to beauty influencers, who create unfiltered, relatable content that resonates with their audiences.
Rare Beauty also actively engages with its community through reaction videos, duets, and direct responses to comments. When someone asks a question about a product, the brand often replies with a short, informative video featuring the comment in the post. This two-way interaction makes fans feel heard and keeps the conversation going.
From product showcases to relatable POV videos and mental health-focused content featuring Selena Gomez, Rare Beauty has a well-balanced content strategy that feels natural on TikTok. The brand’s videos are short, engaging, and often feature real human voices, making them more relatable and easier to consume in a fast-scrolling world. This reactive, community-driven approach has helped Rare Beauty dominate TikTok, driving brand awareness, engagement, and sales.
5. User generated content and influencer marketing
Rare Beauty has mastered community-driven marketing, making its customers and influencers an active part of the brand. One of the biggest ways it does this is through user-generated content (UGC).
The brand encourages fans to share their makeup looks using #RareRoutine and #RareBeauty, giving them a platform to showcase their creativity. Regularly reposting UGC boosts engagement and makes customers feel like they’re part of something bigger—a movement, not just a makeup brand.
But Rare Beauty doesn’t just rely on everyday users. It has built an influencer strategy that feels authentic and personal. Instead of short-term paid partnerships, the brand cultivates long-term relationships with influencers who genuinely love the products.
On TikTok and Instagram, brand ambassadors like Sarah Wolak, Toni Bravo, and Alexis, alongside Rare Beauty’s team members like Global Stylist Cynthia Di Meo and Pro Artist Kourtney Nicole, create tutorials, swatches, and behind-the-scenes content that makes the products feel approachable and easy to use.
By integrating UGC and influencer collaborations into its social media strategy, Rare Beauty turns followers into advocates, driving organic reach, engagement, and sales.
6. Strategic product launch and scarcity tactics
Rare Beauty knows how to get people talking before a new product drops. To create anticipation, the brand uses teasers, countdowns, and behind-the-scenes sneak peeks across Instagram, TikTok, and YouTube. Fans don’t just see a product; they feel part of the journey.
To make launches even more exciting, Rare Beauty taps into scarcity marketing. Limited-edition releases create urgency, making people rush to buy before products sell out. This FOMO-driven strategy increases sales and strengthens the brand’s exclusivity.
Waitlists and early access for the Rare Beauty community add another layer of excitement. Giving loyal followers the first chance to shop makes them feel valued while boosting engagement. By the time a product officially launches, it’s already a must-have. This approach keeps Rare Beauty’s audience hooked and ensures every new release is a viral moment.
7. Diversity and inclusivity
From product launches to everyday posts, the brand ensures that diversity is front and centre. Its foundation and concealer shades are designed for real people, and that message comes through in every campaign. Rather than relying on traditional beauty standards, Rare Beauty’s Instagram and TikTok feature models and influencers of all ethnicities, genders, and body types, making everyone feel seen.
But inclusivity isn’t just about visuals—it’s about listening. Rare Beauty actively engages with customer feedback on social media, whether through comments, polls, or DMs and takes real action. A great example? Shade extensions are based on what the community asked for. This two-way conversation builds trust and keeps people returning, not just as customers but as brand advocates.
Recommended: Rihanna’s Fenty Beauty Social Media Strategy
Key lessons from Rare Beauty’s social media strategy
You don’t need Selena Gomez’s star power to build a cult-favorite brand. Rare Beauty’s success proves that authenticity, inclusivity, and social impact can turn a beauty brand into a movement. Here’s what you can learn:
1. Be real and relatable
Rare Beauty thrives on personal storytelling and raw, unfiltered content. People connect with brands that feel human.
2. Short-form videos are your best friend
TikTok and Reels drive viral moments and organic reach. Hop on trends while staying true to your brand.
3. Let your customers market for you
User-generated content builds trust, engagement, and authenticity. Feature real people using your product.
4. Engage like a real person
Reply to comments, DMs, and tags. Building relationships beyond just selling fosters long-term brand loyalty.
5. Have a mission beyond sales
Purpose-driven brands stand out. Rare Beauty’s mental health advocacy builds deep emotional connections with its audience.
6. Create hype for every product drop
Teasers, sneak peeks, and exclusive launches make products feel special and worth the wait.
7. Make inclusivity non-negotiable
Representation matters. Customers want to see themselves in your brand, both in products and marketing.
8. Tap into emotions, not just trends
People don’t just buy products; they buy into feelings, experiences, and values. Make them feel something.
Also read: Inside Kylie Cosmetics Social Media Strategy
Final Thoughts
Rare Beauty proves that you don’t need massive ad spend to build a powerful brand—a strong organic social media strategy can be just as impactful. By focusing on authenticity, storytelling, and community-driven content, they’ve turned their audience into loyal advocates.
Their success highlights a key lesson: people connect with brands that feel human. Instead of just selling, Rare Beauty nurtures relationships, engages with trends, and tailors content to each platform’s unique audience.
If you’re looking to replicate this kind of organic success, Content Kettle can help with social media marketing and SEO-driven strategies to boost your brand’s online presence. Let’s make your content work for you.
Reach out to us today!
