HomeViralSelena Gomez’s rare beauty brand will sell out in 2022
Selena Gomez’s rare beauty brand will sell out in 2022
July 23, 2023
Selena Gomez’s cosmetics are flying off the shelves!
After establishing herself as a singer, actress and producer, the ‘Only Murders in the Building’ star decided to enter the beauty and makeup industry and kill it. New reports show that her brand, Rare Beauty, is extremely popular, despite the fallout from several celebrity-endorsed beauty lines since its inception three years ago.
Selena Gomez’s beauty brand surpasses last year’s revenue
Rare Beauty is experiencing impressive growth, with sales expected to triple last year’s numbers in 2023. In 2022, the company achieved remarkable success, selling 3.1 million units of its best-selling blush alone. The hit product, which costs $23 apiece, has brought the brand about $70 million in revenue.
The brand’s success can be attributed to its strategic approach of creating simple yet effective makeup products at moderate prices that have resonated with consumers. For example, a lip pencil costs $15, and a diverse range of 48 shades of the company’s liquid foundation costs $30.
Similarly, Rare has leveraged Gomez’s immense popularity and influence on social media platforms such as TikTok to further increase her reach and appeal. Sharing insights into the strategies, Sable Yong, a New York-based beauty writer, stated via Bloomberg:
“People are looking for performance and value in their products, which Rare is doing very well. Yes, it’s cute. Yes, Selena Gomez is the founder. But even if he wasn’t in the picture, these are well put together products that perform very well at a fairly affordable price.”
While Yong makes valid points, what really sets Rare apart is its commitment to a social cause, having been founded with a mission to support mental health, mirroring Gomez’s advocacy for that exact cause. The beauty outfit donates 1% of sales to its in-house fund, which has already raised at least $5 million, as detailed in the company’s 2022 social impact report.
Rare further proved its talent in marketing by excelling in the social media buzz. With over three million followers on TikTok and six million on Instagram, the brand strategically tailors its content across platforms to effectively connect with its audience.
They also incorporated googly-eye stickers on their blush tube, which resonates with the TikTok community. and share mental health-related posts that are a hit with their Instagram followers.
The Teen Choice Awards winner has two cooking shows in her bag
In addition to raking in the big bucks in the beauty industry, Gomez has also been stirring up a storm in the kitchen, carving out a niche for herself with HBO’s “Selena + Chief.” But that’s not the end of his culinary talents, as The Blast reported in May that he’s joined Food Network favorites like Rachael Ray and Valerie Bertinelli in signing a deal for two upcoming shows with the network.
While the first show will be “a holiday-focused series just in time for the holidays,” the second is slated for 2024. The “Lose You to Love Me” hitmaker “teams up with the country’s top chefs to create their most popular dishes when you visit their kitchens.”
Kathleen Finch, president and chief content officer of Warner Brothers Discovery in the United States, announced the death.l, “The holidays are always huge for the Food Network, reaching nearly 60 million P2+ viewers, and with Selena launching nearly 100 hours of new and returning holiday programming, next season is sure to be one to celebrate,” concluded Finch.
Well before the announcement, Gomez took to Instagram to post a light-hearted post about her cooking adventures. Next to two blurry pictures of him fooling around in the kitchen, he wrote the following caption:
“I tried to take a cute/serious photo of me cooking but then I felt awkward so I use the candid where I look so happy but feel a bit bland. Anyway, I’ve shared a few lists in my stories of things I’m watching, listening to, and reading to stay positive and help pass the time. I hope it helps.”
True to her words, the caption included a long list of media content, including books, movies, podcasts, and songs, that she consumed to keep herself safe during the COVID-19 quarantine.