The social and economic influence that companies wield in individuals’ daily lives becomes evident when viewed from an external perspective. Consumers often seek to invest their time and money in companies that strongly commit to social responsibility. Successful companies in the media exhibit a recurring pattern of socially conscious impacts that contribute to the popularity of their brands.
A compelling illustration of this phenomenon is Rare Beauty, Selena Gomez’s makeup line designed to encourage individuals to embrace their true selves “without hiding what makes you unique.” The brand has revolutionized the makeup industry by introducing diverse shades and a range of products that cater to everyone’s authentic identity. Rare Beauty has gained widespread attention on platforms like TikTok, with countless testimonials from individuals representing various cultures, backgrounds, and ethnicities praising the products. You can explore one of my preferred makeup tutorial videos using the Rare Beauty Foundation by clicking here or search #rarebeauty on TikTok to discover millions of videos featuring people across the country trying these products.
In the mission statement of Rare Beauty, the emphasis is placed on the profound connection the company forges with its consumers and the relationships it cultivates with people of all gender identities, sexual orientations, races, cultural backgrounds, physical or mental abilities, and perspectives. This commitment aligns seamlessly with the Rare Impact Fund, an integral part of the brand spearheaded by Gomez, which advocates for the significance of mental health. The brand actively fosters inclusivity by amplifying diverse voices, including those of consumers, employees, and the broader community, while also dedicating time to mental health education.
Within the Rare Impact Fund, Gomez shares her personal experiences with mental health and underscores how the brand has become intertwined with her own mental well-being. Through partnerships with various philanthropies, Rare Beauty donates 1% of all sales to the Rare Impact Fund, which, in turn, supports mental health education in schools. The impact on mental health within BIPOC/underrepresented communities showcases the brand’s commitment to providing individuals with the opportunity to express their authentic selves confidently. It’s noteworthy that all Rare Beauty products are vegan and cruelty-free.
Rare Beauty stands out as an exemplary case of the positive outcomes that can arise from connecting with a specific target audience and fostering genuine intentions. To achieve success similar to Rare Beauty, personalize your brand authentically. The more diversity you incorporate into your brand, the greater engagement you can generate around the issues you aim to address, such as mental health in the case of Rare Beauty. The more inclusive your brand or organization is, the easier it becomes for consumers to relate and be inclined to invest in your products or brand.
To contribute to the Rare Impact Fund, you can buy Rare Beauty products here.