Rare Beauty’s Chief Marketer on Winning Gen Z Through Community-Oriented Marketing

In today’s fast-evolving beauty industry, Rare Beauty, founded by Selena Gomez, has carved out a unique space by prioritizing community-oriented marketing over traditional advertising. At SXSW in Austin, Texas, Chief Marketing Officer Katie Welch shared insights into how the brand became a Gen Z favorite without a major ad campaign until nearly five years after its 2019 launch. Now valued in the billions, Rare Beauty’s success underscores the power of authenticity, two-way engagement, and a purpose-driven approach. This SEO-optimized article explores Welch’s strategies, the brand’s journey, and why community engagement is redefining marketing for a new generation.

A Slow Burn to Stardom: Rare Beauty’s Unique Path

Unlike brands that rely on heavy ad spends, Rare Beauty took a deliberate, grassroots approach to growth. Launched in 2019, it waited until October 2023 to unveil its first global campaign, “Every Side of You.” By then, it had already secured its spot as the second most-popular beauty brand among teens, according to Piper Sandler’s 2023 survey, trailing only E.l.f. Cosmetics. How? By focusing on influencer partnerships, social media buzz, and a mission rooted in mental health advocacy.

Welch, a cosmetics industry veteran who joined Rare Beauty early on, likens this strategy to cultivating a friendship: “Community is not a one-off campaign. It is a long-term commitment.” This philosophy has paid off, turning Rare Beauty into a cultural force that resonates with Gen Z beauty trends—a demographic known for valuing authenticity over polished ads.

Authenticity as the Core: Flipping the Marketing Playbook

Traditional beauty marketing often leans on paid media, but Rare Beauty took cues from brands like E.l.f. Cosmetics, which also rose through microinfluencer collaborations and organic word-of-mouth. Welch emphasized the importance of listening to the audience: “The best ideas are going to come from your audience. Ask, listen, shape your brand around those real needs.” This two-way communication fosters trust—a must in an always-online world where Gen Z demands transparency.

Rare Beauty’s approach skips flashy ads in favor of real connections. Whether it’s responding to fans on social media or hosting events, the brand ensures its community feels heard. Welch’s advice to brands? Show up consistently and prioritize authenticity—values that have kept Rare Beauty ahead of legacy competitors like Maybelline.

Why It Works for Gen Z:

• Engagement over ads: Gen Z trusts influencers and peers over traditional campaigns.
• Transparency matters: Honest communication builds loyalty.
• Purpose drives connection: A focus on mental health aligns with Gen Z’s values.

Overcoming Obstacles with Purpose

Rare Beauty’s journey wasn’t without hurdles. Before its first product launch, the brand worked with a diverse group to perfect inclusive foundation shades—a bold move for a newcomer. Then, the COVID-19 pandemic disrupted everything. Instead of scaling back, Rare Beauty leaned into its mission, launching Rare Chats—weekly Zoom calls to connect with fans during lockdowns.

Welch recalled, “All of a sudden, our mission became more important than ever. We knew that we had to connect people.” These virtual gatherings became a cornerstone of the brand’s identity, reinforcing its commitment to mental health and self-acceptance—causes championed by Gomez, who has faced public scrutiny over her appearance since her child-star days.

Mental Health: More Than a Buzzword

Rare Beauty’s purpose isn’t just a marketing tactic—it’s baked into its DNA. Key initiatives include:

• Rare Beauty Mental Health Council: Experts from mental health and nonprofit sectors guide the brand’s efforts.
• Rare Impact Fund: Grants support 30 nonprofits tackling youth mental health.
• Real-world events: Summits and meetups bring the community together offline.

Welch warned that purpose must be genuine: “If you’re going to do it, you have to commit. Gen Z will see through anything less.” This authenticity sets Rare Beauty apart as other brands pull back from diversity, equity, and inclusion amid external pressures.

Bridging Online and Offline Communities

What started as digital engagement has grown into tangible experiences. Rare Beauty now hosts in-person meetups like hikes, breathwork sessions, and Sephora shopping trips—events designed to deepen fan connections. While these lack traditional KPIs, Welch focuses on sentiment: “Does it seem like people want to be there? Is it fun?” This intuitive approach keeps the brand in tune with its audience’s evolving needs.

The Big Reveal: A Campaign Worth the Wait

In 2023, Rare Beauty debuted “Every Side of You,” its first global campaign, crafted with Fred & Farid Los Angeles. Featuring Gomez’s voiceover, it celebrates the diversity of the brand’s community across social media, out-of-home ads, and Sephora touchpoints. The in-house creative team ensures the message stays true to Rare Beauty’s roots, blending influencer marketing with broader reach.

This delayed rollout wasn’t a setback—it was strategic. By building a loyal community first, Rare Beauty ensured its campaign amplified an already-thriving fanbase, not the other way around.

A Blueprint for Brands: Community is King

With a reported valuation of up to $2 billion in 2023 (per Axios), Rare Beauty’s future is bright—whether it stays independent or joins a larger conglomerate. Welch believes its model is universal: “True loyalty will come from experiences where people feel valued just beyond a purchase. Every brand should have a community. That’s why you exist.”

For brands aiming to win Gen Z, Rare Beauty offers clear lessons: lead with purpose, engage authentically, and invest in long-term relationships. As Welch’s SXSW insights show, community-oriented marketing isn’t just a trend—it’s the future.