Dynamic Marketing Communiqué

This beauty brand blends self-acceptance, positive impact, and unique beauty seamlessly! Learn about the brand here. [Monday: Marketing Marvels]

July 30, 2023

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Happy Monday! 

We hope everything is going well in your personal life and work life.

To begin the week, let’s shine the spotlight on one of our “Marketing Marvels.” Every Monday, we showcase the experiences, valuable contributions, and insights of remarkable individuals who impacted the fields of business and marketing.  

Today, we’ll talk about a household name and her beauty brand that’s one of a kind.

Keep reading below to learn more about today’s “Marvel.”

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels 

Ever since her breakout role in the Disney Channel show, “Wizards of Waverly Place,” Selena Gomez has risen to fame as an actress and singer, and quickly became a household name around the globe.

From releasing chart-topping albums and starring in numerous shows and movies, Gomez’s career has steadily grown over the years. However, she’s also not afraid to step out of her comfort zone by embracing new challenges and opportunities.

One of these instances is Gomez’s venture into the world of beauty.

In September 2020, Gomez launched her own beauty brand. Since then, her cosmetics line has blossomed into one of the industry’s leading brands, earning remarkable success in the U.S. and beyond!

The name of her brand?

Rare Beauty!

Photo from Allure

With a mission to celebrate individuality, promote self-acceptance, and create products that enhance natural beauty, Rare Beauty caters to a diverse range of skin tones with its inclusive collection of cosmetics. The brand offers foundations, concealers, blushes, eyeshadows, lip products, and more.

In just a year after its launch, Rare Beauty achieved remarkable success and earned over USD 60 million in revenue. Today, the brand remains globally relevant as it emerged as the most-searched celebrity beauty brand from February 2022 to January 2023.

What else?

In January and March 2023, Rare Beauty’s impact extended to the domestic market as it became the best selling cosmetics line in the U.S. Additionally, during those months, the brand’s social media revenue reached impressive heights, surpassing USD 45 million.

Cosmetify, a digital platform selling a wide range of beauty products, gave Gomez’s brand a rating of 8.97/10 based on various factors like social media traction and revenue. The website also ranked Rare Beauty as the third most successful beauty brand of 2023, following  Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics

 What strategies does Gomez use to build a successful cosmetics brand?

  1. Using her social media following

As one of the most followed people on Instagram, Gomez promotes Rare Beauty by regularly reposting content from her brand’s account and creating original content about Rare Beauty products. 

Gomez also uses TikTok to promote her brand. For example, she uses the platform’s trending sounds to help her makeup videos get picked up by the algorithm and reach a wider audience.  

By maintaining a consistent presence on various social media platforms, Gomez ensures her brand remains relevant and connected to her target audience. 

  1. Actively pursuing collaborations and tie-ins

To expand her brand’s reach and tap into new audiences, Gomez frequently collaborates with popular beauty influencers on TikTok. These partnerships not only generate content featuring Rare Beauty products but also inspire other TikTok users to create their own videos. 

Gomez and her team also generate buzz for the brand through creative tie-ins. For instance, the brand launched a “Only Murders in the Building” makeup collection inspired by Gomez’s Hulu mystery comedy-drama show of the same name.

By using collaborations and tie-ins, Gomez keeps consumers excited and interested in her cosmetics brand.

Photo from Rolling Stone

  1. Maintaining a positive brand image

Gomez’s advocacies include self-acceptance, empowerment, and mental health. Due to this, she aligns the identity of her brand with these values. 

To demonstrate her commitment to her beliefs, a percentage of her brand’s sales is donated to the Rare Impact Fund, a charity established to help make mental health services more accessible to people worldwide.

Photo from Rare Beauty

Gomez’s commitment to animal welfare is also evident in her product offerings. All Rare beauty products are exclusively vegan and cruelty-free, with no testing conducted on animals. She also refuses to sell her cosmetics in places where animal testing is mandatory by law.

By highlighting the brand’s alignment with important causes, Gomez helps Rare Beauty stand out as a brand that makes a positive impact on the world. The strategy also helps the brand cultivate a sense of purpose and connection with its customers. 

Gomez’s strategic approach not only garnered lots of attention for her brand, but also helped establish a genuine connection with her customers. 

As a result, her customers remain highly engaged and eager to stay connected, and these in turn help the brand reach greater heights. 

Clearly, Gomez’s foray into the beauty sector leaves us with valuable marketing lessons that can be applied to other industries.

Her experience showed us the importance of using social media to promote a brand and products, seeking out partnerships that expand a business’ reach, and championing values that align with a target market. 

Start implementing these marketing strategies and watch your own business thrive!

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next week’s Monday Marketing Marvels!


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
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