Rare Beauty isn’t just launching a campaign—it’s changing the way beauty brands communicate. Their first global campaign, Every Side of You, isn’t another glossy, airbrushed ad designed to sell an impossible standard. Instead, it feels more like a conversation—an honest, intimate celebration of what it means to be human. It’s not about perfection; it’s about the real, unfiltered moments that shape us.
At a time when consumers are skeptical of brands that claim to “get it,” Rare Beauty stands out by proving they actually do. The campaign doesn’t just grab attention—it sticks with you. And it’s a case study of how brands can build deeper connections with their audience.
A campaign that feels like a conversation
At the heart of Every Side of You is a simple but powerful message: we all contain multitudes. Some days, we feel like we can conquer the world; other days, we can barely get out of bed. Rare Beauty leans into that duality, making it clear that their products aren’t about covering up flaws—they’re about celebrating every version of you.
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Love Your Rare | Rare Beauty by Selena Gomez
The campaign’s hero piece, a 60-second ad narrated by Selena Gomez, captures this beautifully. It moves fluidly between vulnerability and confidence, showing a diverse cast experiencing the highs and lows of life—always with Rare Beauty products seamlessly woven in. It feels more like a reflection of real life than a commercial, and that’s exactly the point.
For brands, there’s a major takeaway here: marketing isn’t just about listing product benefits. Sometimes, the most powerful approach is simply showing your audience that you see them.
Why purpose-driven marketing wins hearts
This campaign isn’t just about makeup; it’s about mission. Every Side of You further cements Rare Beauty’s commitment to mental health advocacy. 1% of their annual sales support the Rare Impact Fund, which helps expand access to mental health services in underserved communities.
But here’s the smart part: they don’t just tell you they care—they show you. The campaign itself is an extension of their mission, promoting self-acceptance in a way that feels personal and real.
The key lesson for brands? Purpose-driven marketing isn’t about slapping a social cause onto your brand to look good—it’s about aligning your messaging, actions, and values in a way that builds real trust and loyalty.
Representation that feels authentic
Another standout feature of Every Side of You is its cast. These aren’t stereotypical models; they’re real people with diverse backgrounds, life experiences, and personal styles. This wasn’t just a strategic choice—it was a necessary one. Today’s consumers, especially Gen Z, expect to see themselves reflected in the brands they support.
Rare Beauty has been about inclusivity since day one, from its expansive shade range to its marketing. But this campaign takes it further, proving that diversity isn’t a trend—it’s a core value.
Brands looking to follow suit should take note: representation isn’t about ticking boxes. It’s about making people feel seen, heard, and valued.
Meeting the audience where they are
Rare Beauty didn’t just create a great campaign—they made sure people would see it. Every Side of You spans social media, out-of-home ads, Sephora locations, connected TV, and influencer marketing. They’ve covered all the bases, ensuring the campaign reaches its audience wherever they’re already spending time.
This multi-platform approach is a reminder for businesses of all sizes: don’t put all your eggs in one basket. A campaign that exists only on one platform is a campaign that misses potential customers.
The power of exclusivity
To keep the momentum going, Rare Beauty is rolling out exclusive content tied to the campaign, including interactive moments and behind-the-scenes footage. This is a masterclass in creating buzz. Whether it’s a limited-edition drop, a VIP experience, or exclusive content, the feeling of being in the know fosters loyalty and engagement.
What other brands can learn
Rare Beauty’s Every Side of You campaign is more than just a marketing effort—it’s a playbook for connecting with today’s consumers. Here’s what other brands can take away:
- Make your message matter: Authentic, purpose-driven storytelling resonates more than any flashy ad ever could.
- Put your audience first: Understand their struggles, celebrate their uniqueness, and create campaigns that feel deeply personal.
- Representation isn’t optional: Diversity in marketing isn’t just the right thing to do—it’s what people expect.
- Be everywhere they are: A multi-channel strategy ensures your message reaches the widest possible audience.
- Create a sense of belonging: Whether through exclusive content, interactive experiences, or community-driven initiatives, make your audience feel like they’re part of something bigger.
Moving forward with purpose
Rare Beauty’s campaign is a reminder that the best marketing strategy isn’t about pushing a product—it’s about telling a story that resonates. When brands lead with authenticity, connection, and purpose, they don’t just build a customer base—they build a community.
And isn’t that what great marketing is all about?
FAQs
1. How can businesses get ready for changes on social media sites?
Be diversified, so that one may not have complete dependence on any single platform. Always be connected to your audience via email, SMS, and other media.
2. Why is content marketing so important?
It fosters trust. Sharing insightful pieces, videos, or blogs demonstrates your understanding of your audience and encourages repeat visits.
3. What’s the best way to use social media for a business?
Pick platforms your audience loves, post regularly, and engage authentically. Focus on creating a community, not just followers.