✰ Follow Treya Digital for content & marketing | ⁠  @treyadigital  

Rare Beauty didn’t win because it had a celebrity founder. It won because it broke every rule of perfection culture and tapped into what modern consumers actually want. In this episode, we unpack the strategy behind Rare Beauty’s rise, why the brand feels magnetic without trying too hard, and how small brands can create their own cultural momentum without a massive budget.

We talk about emotional positioning, community anchored storytelling, and the subtle marketing decisions that made Rare Beauty feel human in a crowded beauty market. If you’re building a brand that needs to stand out, this one will give you the clarity and direction you’ve been missing.

Follow the show for more conversations on modern brand building, cultural strategy, and the stories behind the women who are creating the new wave of brands.

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Let us build your Marketing & Content Engine: https://treyadigital.com/contact-us

✰ Follow Cristina for the entrepreneur journey | @risewithcris

✰ Follow Treya Digital for content & marketing |   @treyadigital  

✰ Links to My Recording Setup | https://www.amazon.com/shop/influencer-6669783a

// A B O U T

Hey, I’m Cristina 👋🏼 I’m a creative strategist & owner of a marketing studio called TREYA Digital. After over a decade in corporate sales/marketing, I started TREYA to help women-owned brands RISE, show up consistently, & make an impact online. Every win helps me donate to orgs supporting more women entrepreneurs because honestly, we need way more of us owning business spaces. Services include: creative brand strategy, web design, social media, content creation, & marketing funnels.

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Rare Beauty CMO Katie Welch On Ensuring A Lipstick Is More Than A Lipstick (Forbes): https://youtu.be/Tz5dpa9goK0?si=6efvAyhCMBhchu8N

Selena Gomez: Beauty with a Mission (Fortune): https://www.youtube.com/live/pm63RcXXm-0?si=94v8y9Onma6q7vo8

Rare Beauty: the story behind the success of Selena Gomez’s make up brand - Katie Welch (Uncensored CMO): https://youtu.be/y-DCGHbvPQA?si=YdDhJPFzbPfjI_Xr

Selena Gomez’s Rare Beauty crowned 2025’s most popular celebrity beauty brand (Cosmetics Business: https://cosmeticsbusiness.com/rare-beauty-crowned-2025-most-popular-celeb-beauty-brand

Inside Rare Beauty’s Substack strategy (Vogue Business): https://www.vogue.com/article/inside-rare-beautys-substack-strategy

Sephora and Rare Beauty's "Make A Rare Impact" Join Forces for the Third Year in Honor of World Mental Health Day (PRNewswire): https://www.prnewswire.com/apac/news-releases/sephora-and-rare-beautys-make-a-rare-impact-join-forces-for-the-third-year-in-honor-of-world-mental-health-day-302572838.html

Rare Beauty CMO on winning Gen Z through community-oriented marketing (Marketing Dive): https://www.marketingdive.com/news/rare-beauty-cmo-winning-gen-z-community-marketing/742067/

In this first episode I’m pulling back the curtain on the part of entrepreneurship no one teaches you how to navigate. The doubt. The pressure. The identity shifts. The quiet moments when you wonder if you actually belong in the rooms you’re trying to build your way into.

I’m sharing the real story behind starting my business, why the messy middle is unavoidable, how anxiety shaped my decisions, and the turning points that pushed me to create Girls Who Build.

This is not a highlight reel. It’s the truth about building something meaningful while you’re still becoming the person who can hold it. If you’re in that same stretch of uncertainty and ambition, this episode is your proof that you’re not behind. You’re building.

Poll inside the episode so I can learn where you are in your journey and shape this show around you.

Did you know that 49 percent of all new businesses last year were launched by women? But, not many podcasts actually talk about building a business in the messy middle as a woman founder.

I wanted to create a space that mixes CMO-level brand strategy with the honesty you get from your closest girlfriends so that we stop listening to bad social media advice & start learning from the brands that are shaping culture.

So welcome to the Girls Who Build Podcast! 

Every week, we’ll break down viral Brands and campaigns, reverse engineering why certain marketing works or doesn’t work, and bring on women founders who are going through the same things we are.

I want this Podcast to be worth your time and actually help you grow your empire so please follow along & help me build this community. I’d love to have you!