Selena Gomez sells $70 million of blush a year

Selena Gomez has defied the odds, transitioning from child stardom to become an even more prominent celebrity in adulthood. With a remarkable career that includes nine top-10 pop hits and numerous platinum or gold singles, she now stars in the successful Hulu series, Only Murders in the Building.

However, it is her makeup brand, Rare Beauty, that stands out as a game-changer. Unlike many celebrity-backed cosmetic lines that have faltered, Rare Beauty has thrived in the competitive $250 billion global beauty industry.

Breaking away from gimmicks and trends, Rare Beauty found success by offering simple, reasonably priced makeup products. Leveraging Selena Gomez’s immense popularity on platforms like TikTok has undoubtedly played a significant role in the brand’s rapid rise. In just under three years since its launch, Rare Beauty has surged in popularity, tripling its sales in 2023 compared to the previous year.

The company’s focus on creating accessible and user-friendly items, such as a $15 lip liner and a $30 liquid foundation with 48 shades, has resonated with consumers. Additionally, Rare Beauty’s commitment to a social cause, allocating 1% of its sales to mental health initiatives, has endeared the brand to younger consumers who prioritize social impact.

Selena Gomez’s massive fan base, which exceeds 400 million followers on Instagram, has undeniably contributed to Rare Beauty’s success. However, the brand’s triumph is also credited to its experienced executive team, including Joyce Kim, a former executive from L’Oreal’s Nyx Professional Makeup, who helped create products suitable for both red carpet appearances and everyday use.

Rare Beauty’s marketing prowess is evident through its thriving social media presence. With millions of followers on TikTok and Instagram, the brand tailors its content to appeal to different audiences. Gomez actively promotes the brand through tutorials on her social media accounts, showcasing the products’ effectiveness.

Furthermore, Rare Beauty continues to expand its product line and distribution to new markets, recently entering Indonesia and India. The brand’s ability to revive trends, demonstrated by the successful release of a powder highlighter reminiscent of the 2010s, further solidifies its position in the competitive beauty industry.

Overall, Selena Gomez’s Rare Beauty has managed to overcome the challenges often faced by celebrity-backed brands, thanks to its emphasis on quality, inclusivity, and its association with a meaningful social cause. As Gomez’s ventures grow, including her startup Wondermind and partnerships with major brands, her fan base continues to support and celebrate her multifaceted success.

Source:fashionnetwork.com

Selena Gomez sells $70 million of blush a year