Rare Beauty, the brand founded by Selena Gomez, is about to revolutionize the cosmetics industry once again with its new Substack, the secrets of which are revealed to us by an anonymous insider. With this initiative, Rare Beauty aims to redefine the codes of beauty and marketing communication in 2025. How does Rare Beauty manage to captivate its audience? What new strategies are being implemented to reinforce its success and values? Through this article, we will explore the behind-the-scenes of this influential beauty brand, revealing its trends, products, and the marketing secrets that contribute to its fame. An exclusive viewpoint that allows for a better understanding of how Rare Beauty continues to innovate and engage its community in an authentic and inclusive manner.
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The success of Rare Beauty on Substack: a bold strategy
Rare Beauty has always been a cutting-edge beauty brand, driven by the authenticity and commitment of its founder, Selena Gomez. However, what makes Rare Beauty particularly noteworthy in 2025 is its innovative use of Substack. By utilizing this platform, the brand is able to create a community around its values and products. Substack, typically used for newsletters, has become a privileged channel for sharing rich and engaging content. This allows Rare Beauty to connect with its audience while maintaining a human dimension through content that seems to come from an insider. This strategy perfectly aligns with the current trend, where consumers seek more transparency and closeness with the brands they cherish.
Rare Beauty’s newsletters on Substack are not traditional advertising announcements. They contain unprecedented revelations and secrets about the inner workings of the beauty brand. This includes anecdotes about product development, interviews with the creative team, or funny stories about mistakes made during product testing. Rare Beauty transforms these imperfections into assets by sharing these moments with its audience. This authentic approach creates a strong emotional connection with the Rare Beauty community, which is invited to be part of this unique adventure.
An undeniable advantage of using Substack is the flexibility it offers in terms of content. By choosing a “semi-permissioned” newsletter format, Rare Beauty has managed to free itself from the traditional constraints of digital marketing. The reader thus discovers exclusive information, such as internal debates on product formulation or design inspirations. All of this presents a brand image that is more accessible and closer to its consumers. With Substack, Rare Beauty sets a new standard for cosmetic brand communication, proving that it is possible to combine business with authenticity.
The secrets revealed by the insider from Rare Beauty
The insider who chose to share secrets about Rare Beauty likely does so to shed light on the behind-the-scenes that are not always visible on the surface. Thanks to this internal source, we can discover the subtleties that make Rare Beauty an extraordinary brand. For example, the bold choices made during product development are often influenced by direct customer feedback, trends observed among Generation Z, or even by tests of new makeup technologies.
One of the key elements highlighted by this insider is the importance given to listening to consumers. In 2025, this active listening has become essential for Rare Beauty, as it allows them to offer products that align with their clients’ expectations. The example of Rare Beauty’s liquid blush shows how the brand adjusts its formulas based on constructive criticism, thereby creating a richer and more varied product range. This ability to adjust its products based on user feedback is one of the aspects that differentiate Rare Beauty from other brands.
The shared secrets also reveal that Rare Beauty does not hesitate to experiment with new formats and platforms to continually reinvent itself. This includes the use of artificial intelligence to design innovative products or to analyze emerging market trends. The integration of AI into their creative process is a perfect example of how Rare Beauty remains at the forefront of innovation. It also demonstrates a long-term vision where the alignment between consumer aspirations and the company’s values is prioritized.
The beauty trends according to Rare Beauty
By closely examining the trends that Rare Beauty follows and creates, it becomes clear that this beauty brand does not merely follow current movements but anticipates and often initiates them. One of the major trends that Rare Beauty has helped popularize is inclusivity in the cosmetics sector. By offering a wide range of shades to suit all skin tones, Selena Gomez has shown that it is possible to harmonize beauty with diversity.
Another key aspect of the trends initiated by Rare Beauty is commitment to mental health. The brand has not only raised awareness about mental health issues but has also established partnerships with organizations to support this cause. This is reflected in their communications, but also in their Substack, where discussions surrounding mental well-being are encouraged and integrated into a broader vision of what beauty means.
In 2025, another notable trend is the rise of “clean” products, and Rare Beauty fits perfectly into this movement. By highlighting natural ingredients and reducing those that are harmful to the environment and skin, the brand strengthens its credibility. However, an insider recently pointed out that some products still contain elements close to petrochemicals, which has raised debates about the transparency of the ingredients used. This aspect remains a point of vigilance to ensure ongoing consumer trust.
How Rare Beauty shapes its communication on Substack
The communication from Rare Beauty via Substack is a thoughtful choice that illustrates their overall strategy to create more personal and authentic relationships with their audience. By using Substack, Rare Beauty has managed to distance itself from conventional marketing often perceived as too commercial and insincere. What makes their Substack unique is the personal and direct essence of the content, which creates an atmosphere of confidence and intimate dialogue between the brand and its subscribers.
The newsletters are often signed by MacKenzie Kassab, the creative strategy director of Rare Beauty, who shares personal anecdotes and encourages a warm and direct tone of communication. This is manifested through captivating stories about the early stages of the product creative process, what inspires them, and how obstacles have been overcome. By inviting readers to discover these narratives, Rare Beauty does not merely sell a product, but also a story and a brand mission.
Furthermore, Substack allows Rare Beauty to maintain a continuous link with its community through regular and interactive content. The platform becomes a space for exchange where subscribers are encouraged to share their opinions and engage in productive conversations. This participatory dynamic helps build loyalty as consumers feel involved in the evolution of the brand. The success of this strategy reflects a broader trend where brands must create more engaging and authentic content in order to truly connect with their audience.
The implications for the future of beauty marketing
The adoption of new channels like Substack by brands such as Rare Beauty suggests significant changes for the future of beauty marketing. The cosmetics industry has become more oriented towards direct and engaging communication, relying on digital platforms for a more personal and immersive dissemination of messages. This underscores the importance for brands to continually innovate in order to stay aligned with the changing aspirations of consumers.
A major implication of this evolution is the necessity to include humanity and authenticity in all stages of brand communication. Rare Beauty, by revealing the imperfections and often complex journey behind the creation of its products, has redefined what it means to be an accessible and responsible brand. This approach is now seen as a standard to achieve in order to succeed and protect the integrity of brand image in the long term.
Moreover, the way Rare Beauty integrates customer feedback into its development and communication suggests an era where consumers are genuinely placed at the center of concerns. The continuous analysis of reviews and trends allows for the marketing strategies to evolve in real-time, ensuring increased relevance and responsiveness. Thus, the future of beauty marketing will be shaped by combining technological innovation and loyal engagement with an increasingly informed and demanding clientele.
