by By: Lily McNeal
Rare Beauty blush began trending on TikTok in 2022 for its long-lasting wear and vibrant color. Customers raved about the product and demonstrated through videos that they only needed a pin-point size of blush to complete their makeup routines. But the brand is much more than its trending products.
Rare Beauty’s mission is to “break down unrealistic standards of perfection”(Rare Beauty) through creating a space in the beauty world for everyone. Rare Beauty strives to build a community through their business approach.
One of the brand’s fundamental goals is to be accessible, and they had that in mind when making the packaging for their products. The sphere on top of all the liquid products makes it easier for people with disabilities to open and use the products. Additionally, the packaging for all products is made in unique shapes, making the products easier to hold.
With the goal of creating a safe space among customers, the website includes a tab labeled Rare Impact allowing customers to learn about the Rare Impact Fund, gain access to resources and support, and learn about news and events under the Rare Beauty brand.
The Rare Impact Fund gives people access to mental health resources. Rare Beauty donates 1% of all sales through the fund. The Rare Impact Fund also teams up with various partners to raise more money for mental health resources. Some partners include: The Trevor Project, Asian Mental Health Collective, Transformative Educational Leadership, Families Overcoming Under Stress, Black Minds Matter.
On the website under the resources and support tab, it provides customers with links to 24/7 free crisis support. The page offers resources about what depression is, and how to get support. It presents information and articles on how to support Black LGBTQ youth’s mental health, and how to talk about mental health. Further, Rare Beauty has a Rare Beauty Mental Health Council, which comprises mental health professionals and leaders.
Last, under the Rare Impact tab, the brand supplies information about news and events. The categories include: events, community, mental health, and self-care.
Rare Beauty has crushed its competitors and became a fan favorite, through its genuine care for customers. The brand stands out by advocating for people that are told they don’t meet beauty standards. No wonder their products sell out as customers continue to come back for the quality of products and the uplifting nature of the brand.
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Great job on your blog post! I really enjoyed reading about Rare Beauty and their mission to promote inclusivity and accessibility in the beauty industry. It’s refreshing to see a brand that truly cares about its customers and is committed to breaking down unrealistic beauty standards. I especially appreciated the detail you provided about Rare Beauty’s packaging and how it’s designed to make their products easier for people with disabilities to use. It’s inspiring to see a brand that’s actively working to make their products accessible to everyone.
Great read! As a Rare Beauty fan, I appreciate the company’s efforts in creating products that are accessible to all consumers and helping others by providing mental health resources to those that need them. I’m glad that companies like Rare Beauty can truly display that they care about its consumers by being socially aware of events and situations that affect its consumers.
I Loved all the information about the intentionality of Rare Beauty! Rare Beauty is finally a celebrity-owned makeup brand I can get behind. Its efforts to create inclusive products and causes make Selena’s brand stand out. It seems so hard to find celebrity-owned brands that are mission-driven brands. I don’t want to buy the products just because Ariana Grande’s face is on the label. The story behind the label is what keeps customers coming back and I think that is what gives Rare longevity in the makeup game.
I enjoyed learning about Rare Beauty’s focus on inclusivity. Rare Beauty is more realistic and works hard to commit to inclusivity and social causes, which sets it apart than other make up brands that only focuses on famous people only promoting with just the label. The fact that Rare Beauty has a compelling backstory is what makes me a loyal customer. I believe Rare Beauty will continue to succeed in the makeup industry for years to come.