Selena Gomez’s Rare Beauty: A Case Study In Authentic Branding

In past few decades, we’ve seen a shift in the beauty industry. Where previously only those “skinny” and unrealistically proportioned were deemed “beautiful” in Western culture, the industry has opened more to “athletic” beauty and “natural” beauty tones. A stigma still lies heavily over mental health topics, though, and in just four years, Selena Gomez’s brand Rare Beauty has built its reputation on destigmatizing that sector of reality.

Since launching in September 2020, Rare Beauty has rapidly gained popularity and become one of the most popular brands among Gen Z. This popularity doesn’t just come from the quality of the brand nor the celebrity founder.

The star power behind the brand is only a sliver of the picture, and perhaps Selena’s unique placement in the entertainment world bridging the gap between Millennials and Gen Z with a unique relatability helps more than it would with any other celebrity.

Rare Beauty has taken full advantage of the Gen Z-popular social media platform, TikTok, by creating short videos built around authenticity and self-care rather than highly polished, overly professional videos.

Real people and authentic voices align closely with the values of Gen Z and Selena alike. Numerousstudies show that Gen Z is looking for authentic, sincere and transparent companies that hold imperfection and true self as their center rather than unrealistic beauty standards no one but the elite few could ever achieve through unhealthy practices.

Secondly, Selena’s personal identity and values find deep life in the brand, emphasizing the things that matter most to the celebrity.

Authenticity is part of that, as noted on the company’s website: “Rare Beauty is breaking down unrealistic standards of perfection. This is makeup made to feel good in, without hiding what makes you unique—because Rare Beauty is not about being someone else, but being who you are.”

Selena’s personal journey through mental health also deeply impacts the brand’s public face and strategies for success as also noted on the website: “Our vision is to create a safe, welcoming space in beauty—and beyond—that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective.”

Additionally, Rare Beauty launches only one product at a time. This has provided focused attention, internet buzz, sustained excitement for each product, a space for proper feedback and data gathering and has prevented consumers from feeling overwhelmed by numerous products to try all at once.

Selena began her public career in 2002 as Gianna on “Barney & Friends” and has since become more well-known and popular. Her current role in “Only Murders in the Building” has added to her popularity and made her more well-known with older millennials, Gen X and boomers.

Rare Beauty certainly owes some of its success to her celebrity status. However, Selena’s unique personality and transparency about mental health and inner beauty that have helped to create the brand’s wild popularity and $1.3 billion viral success in four years’ time.

“There was this immense amount of pressure I had growing up that I felt like I needed to be a good role model,” she told WWD. “And then I felt like maybe that was just unrealistic, and my life became very public really quickly, and I didn’t know that I was going through my own journey with mental health at the time.’”

Selena’s documentary about her mental and physical health journey has helped serve up that sincerity and authenticity that has brought more popularity and relatability to the 31-year-old. Transparency about the eco-friendly, vegan, dermatologist-tested products, an emphasis on self-love and natural beauty and partnership with the mental health care charity Rare Impact have only landed the brand’s success more completely.

As the brand continues raising in eminence, Selena remains focused on her own mental health and authentic self.

“Being true to myself means being unafraid of being me,” she told Vogue. “I have grown so much over the years, and at this point in my life, I am really comfortable in my own skin.”

Ultimately, this seems to be the basis for her success as an actor, singer, and now billionaire beauty brand owner.