AUSTIN, TEXAS — It wasn’t until nearly five years after it launched that Rare Beauty, the beauty and cosmetics line founded by Selena Gomez, ran a major ad campaign. When the effort debuted last fall, ...

In honor of Rare Beauty’s five-year milestone, its team—including CMO Katie Welch—breaks down the success of its recent community pop-up, and how the brand’s impact extends beyond Selena Gomez’s name.

We tried the Soft Pinch Lip Oil Stick.

Rare Beauty became a billion-dollar business by focusing on product quality, authenticity, and customer loyalty, offering lessons for celebrity brands seeking long-term growth.

“I think there’s a real desire across the industry to be more inclusive,” Rare Beauty executive Joyce Kim said. “But truly custom, accessibility-first design is both complex and resource-intensive.” ...

On first look, it’s not obvious if Rare Beauty Secrets, the Substack that proclaims to divulge a “semi-authorised” behind-the-scenes look into Selena Gomez’s beauty line, is an official brand ...