✰ 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/