Selena Gomez didn’t just wake up one day and decide to launch a beauty brand. She didn’t slap her name on a few products, throw some ads online, and hope for the best. No, what happened with Rare Beauty was much more intentional—and if you’re a brand owner or entrepreneur, you’ll want to pay attention.
Rare Beauty didn’t follow the usual playbook. It built a movement before it built a marketing campaign. While most brands rush to paid advertising, Rare Beauty spent years fostering a deeply engaged community before even thinking about a big ad push. The results? A fanbase that sees the brand as a trusted friend, a company now worth billions, and a marketing model that’s flipping the beauty industry on its head.
So what’s the secret? How did Rare Beauty turn community engagement into its greatest competitive advantage? And more importantly, what can it teach other brands—big or small—about the power of a community-oriented marketing strategy?
Let’s break it down.
They Didn’t Just Launch a Brand—They Built a Movement
Rare Beauty didn’t debut until 2020, but its marketing started long before that. And it wasn’t just about selling makeup—it was about creating a space where people felt seen, accepted, and valued. That was the goal from day one.
Instead of throwing money at paid ads, the team focused on organic engagement and social media storytelling. They weren’t just posting glossy product shots; they were having real conversations with their audience. Every follower felt like they were part of something bigger.
And here’s the kicker: when they finally did launch, Rare Beauty already had an army of loyal fans waiting to support them. No aggressive ad blitz. No desperate influencer campaigns. Just a community that was ready and willing to champion the brand from the start.
This is community-oriented marketing at its finest—building trust and connection first so that when the product arrives, it already has a home.
Authenticity Isn’t a Buzzword—It’s the Whole Game
Every brand talks about being “authentic.” Rare Beauty actually lives it.
For decades, the beauty industry has thrived on selling perfection—flawless skin, sculpted features, impossible standards. Rare Beauty tossed that entire playbook out the window. Their messaging isn’t about “fixing” anything; it’s about embracing every version of yourself.
And here’s why that matters: Gen Z is the most marketing-savvy generation yet. They can spot inauthenticity from a mile away. They know when a brand is jumping on a trend versus when they actually mean what they say.
Rare Beauty’s messaging feels genuine because it is. And that’s why people trust them.
This is another major lesson for brands: Consumers don’t just buy products; they buy into brands that align with their values. If your marketing isn’t built on something real, today’s audience will see right through it.
Engagement Isn’t a Metric—It’s a Conversation
Most brands measure engagement in likes, shares, and comments. Rare Beauty measures it in conversations, connections, and real-world impact.
Before they even had products on shelves, Rare Beauty launched Rare Chats—weekly Zoom calls where they connected directly with their community. No hard selling. Just real discussions about mental health, self-acceptance, and confidence.
This was a game-changer. It wasn’t a marketing stunt—it was a way to listen, learn, and understand exactly what their audience needed.
Fast forward to today, and that deep engagement hasn’t faded. Rare Beauty holds in-person mental health summits, group hikes, and Sephora shopping meet-ups. The brand isn’t just selling products—it’s showing up for its audience in ways that feel personal.
This is community-oriented marketing in action: brands that talk with their audience, not at them.
Why This Approach is the Future of Marketing
Rare Beauty’s success proves one major point: Brands that invest in real relationships will outlast those that only invest in advertising.
And the numbers back it up.
- Community-driven brands grow revenue 2.5x faster than brands that rely solely on paid ads.
- 93% of consumers say they trust user-generated content over traditional advertising.
- Gen Z is 3x more likely to buy from brands that align with their personal values.
Rare Beauty checks all these boxes. And it’s no coincidence they were ranked the second most popular beauty brand among teens last year—beating out industry titans like Maybelline.
How Brands Can Apply This Strategy
If you’re building a brand, here’s how you can take a page from Rare Beauty’s playbook and implement community-oriented marketing in your own business:
Build relationships before you build an ad strategy: Paid media is useful, but it shouldn’t be the foundation of your marketing. Start with organic engagement, storytelling, and real conversations.
Let your audience guide you: Rare Beauty’s biggest insights came from listening to their community. The best product and marketing ideas don’t come from a boardroom—they come from your customers.
Make your mission more than a tagline: If you want to talk about purpose, make sure it’s deeply embedded in your brand. Gen Z and millennials see through surface-level efforts.
Engagement isn’t just online: Find ways to create real-world experiences that make your audience feel like part of something bigger. Whether it’s meetups, events, or small acts of connection, people remember how you made them feel.
Final Thoughts
Rare Beauty didn’t take shortcuts. They didn’t buy followers, force trends, or throw millions into a traditional marketing playbook. Instead, they invested in people first—and now, they’re reaping the benefits.
This is what makes community-oriented marketing so powerful. It’s not just a way to sell products—it’s a way to build something that lasts.
If you’re a brand or entrepreneur looking to stand out in today’s market, take notes from Rare Beauty. Because in a world overflowing with ads, the brands that build real relationships will always win.
FAQs
- How do brands build a strong community?
Talk to your audience, not at them—real conversations build real connections. - Why does authenticity matter in marketing?
People trust brands that feel real. Fake sells short-term, real wins long-term. - How can social media grow a brand community?
Engage, listen, and show up consistently—social isn’t just for selling.