Founders say sticking to their mission—even when it costs more—is what keeps customers coming back. When Rare Beauty, Bogg, and Goodles arrived in stores, they had to vie for shelf space with ...

You’ve probably heard that the days of brands embracing social impact are over. “Purpose” used to be the go-to shortcut for earning audience trust and loyalty, particularly from Gen Z who were seen as ...

Selena Gomez knows what’s good for business. Since the Only Murders In the Building star launched her Rare Beauty cosmetics line in 2020, the brand’s revenue has continued to soar, officially making ...

In a world where your customer is one thumb-swipe away from your competitor, brand loyalty isn’t just hard to earn. It’s downright slippery. The digital era has brought endless choices, ...

JCPenney and Rare Beauty Brands have created the Lift Beauty Accelerator, a brand incubation initiative aimed at beauty brand founders from underrepresented backgrounds. The program will award $10,000 ...

Rare Beauty’s commitment to accessibility wasn’t a one-off. From packaging to pricing to its ongoing mental health advocacy, the brand has consistently embedded inclusivity into its DNA. That ...

Tyra Booker, who has previously worked for Ilia Beauty, Supergoop! and L’Oréal, is joining Selena Gomez’s Rare Beauty as ...