Let’s set the scene :
It’s 2020. The world is a mess. Celebrities are still launching makeup brands like it’s a personality trait. Enter : Selena Gomez.
Another celeb beauty brand?
Everyone rolled their eyes.
But Rare Beauty didn’t just enter the chat — it redefined the whole convo.
Three years later, Rare Beauty is not just successful — it’s a marketing masterclass. And no, it’s not because Selena has 400 million followers. It’s because the brand knows how to connect, communicate, and convert — without being cringe.
So grab your latte, bestie. We’re diving into what we, as copywriters and marketers, can learn from Rare Beauty — and how to apply it to our own brands (even if we don’t have an ex on Spotify and a million-dollar marketing team).
☁️ 1. Rare Beauty Isn’t Selling Makeup — It’s Selling a Mindset
Tagline? “You are not meant to look like everyone else. You are Rare.”
That’s not marketing. That’s identity work.
From the jump, Rare Beauty made it clear :
This isn’t about looking perfect. It’s about feeling enough.
Their entire brand positioning is built on mental health, authenticity, and vulnerability. The makeup is just a medium. The message? You are okay just as you are.
Lesson for us?
Stop selling the product. Start selling the transformation.
Even if you’re writing for a shampoo brand, ask yourself :
What does this product help people feel, become, or believe about themselves?
That’s your copy angle.
💌 2. The Copy is Warm, Soft, and Subtly Persuasive
Rare Beauty doesn't scream "Buy Now!" — it whispers,
"Hey love, you’re beautiful. But if you want a dewy finish, we gotchu."
Go scroll through their Instagram captions or product descriptions.
It’s giving :
✨ Confidence
🧸 Comfort
🌷 Casual conversation with a kind friend
Instead of this :
“Full-coverage foundation that lasts 24 hours.”
They say this :
“A breathable foundation that moves with you and lets your skin shine through.”
See the difference?
One’s a tech spec. The other is a vibe.
Copy takeaway?
Don’t just sell results. Sell relatability.
Make it sound like you care — because people buy from people who do.
🧠 3. Rare Beauty Has a Bigger “Why” — And It Shows
One word : Impact.
Rare Beauty isn’t just throwing glitter into the wind. It donates 1% of all sales to mental health resources through the Rare Impact Fund.
But here’s the thing : they don’t guilt you into buying with charity. They make you feel part of a movement.
It’s not “Buy this blush so we can donate.”
It’s : “Join us in making beauty a safe, inclusive space for all.”
That subtle shift? It turns customers into community.
Marketing mood board :
✅ Purpose-driven
✅ People-first
✅ Profit as a byproduct of mission
Your move?
Find your brand’s “why.” Then let it lead the way — in every email, caption, and tagline you write.
🎬 4. Content That Feels Like Conversations (Not Campaigns)
Rare Beauty’s content = your bestie doing her makeup while spilling life tea.
Their TikToks? Relatable.
Their tutorials? Gentle and inclusive.
Their UGC reposts? Real people with real skin — not filters and facades.
And their CTAs? Soft AF.
- “Tell us your Rare story.”
- “What does being Rare mean to you?”
- “You’re already enough — but here’s a little glow if you want it.”
That’s not just marketing. That’s community-building with lip balm.
What can we steal (ethically)?
✨ Make your content feel like a two-way street.
Ask. Listen. Celebrate. Invite.
Turn your audience into participants.
👁️ 5. Visuals + Voice = One Big Cozy Hug
Rare Beauty isn’t just about what you read — it’s about what you feel the moment you see it.
Their branding is :
- Soft pastels, minimal lines
- Clean fonts, natural textures
- Packaging that whispers affirmations (like “You are Rare” inside the cap)
And then the copy follows through. It doesn’t shout. It supports. It soothes. It shows up.
Together? It creates a brand experience that feels like wrapping yourself in a cloud of kindness.
Copy Tip?
💡 Your brand tone and design should hug, not clash.
Make your copy match your aesthetic. Make your aesthetic reflect your mission.
🎤 Final Drop : What If You Wrote Like Rare Beauty?
Rare Beauty shows us that good marketing doesn’t yell.
It listens. It lifts. It leads with heart.
So next time you sit down to write a caption, email, or landing page, ask yourself :
- Am I speaking to my audience — or with them?
- Am I pushing a product — or inviting them into a purpose?
- Am I writing for clicks — or for connection?
Because people don’t fall in love with products.
They fall in love with how those products make them feel.
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