How Rare Beauty's Influencer Marketing Strategy Built an Authentic Beauty Community

Rare Beauty, founded by Selena Gomez, has quickly become one of the most influential beauty brands, known for its authenticity and meaningful connections with its community. Rare Beauty didn’t achieve this success by treating influencer marketing like a traditional media plan. Instead, they focused on genuine relationship-building and shared passions. If you’re looking to take a page from Rare Beauty’s playbook, here are three core strategies that fueled their influencer marketing success.

1. Fostering Genuine Passion and Appreciation for Creators

At the heart of Rare Beauty's influencer strategy is a deep appreciation for creators. Instead of viewing influencers as just a channel for promotion, Rare Beauty sees them as beauty enthusiasts with shared passions. This appreciation allows the brand to create partnerships based on mutual respect and admiration. Rare Beauty’s team, from the CEO down to the marketing staff, genuinely enjoys following and interacting with creators, which makes their approach stand out.

This enthusiasm translates into authentic relationships, where creators feel valued beyond their follower counts. By building partnerships with influencers who are passionate about beauty, Rare Beauty has cultivated a community that feels authentic and inviting.

2. Building Relationships Before Collaborations

Rare Beauty prioritizes relationship-building before approaching influencers for collaborations. They seek out individuals who already have an interest in beauty and take the time to build a genuine connection. Whether an influencer loves Rare Beauty's products or resonates with the brand’s mission—like their work on mental health awareness—the brand works to understand and connect with creators on a personal level.

These genuine connections are what set Rare Beauty apart. The goal is not just to promote products, but to create meaningful relationships with influencers who can authentically share the brand's story. This approach allows creators to feel personally invested in the campaigns, leading to content that truly resonates with their followers.

3. Aligning Values with Creators

Another crucial aspect of Rare Beauty's influencer marketing is aligning values. Rare Beauty partners with influencers who share its core values, whether it’s a love for makeup artistry or a commitment to mental health advocacy. For example, they might collaborate with an influencer known for their iconic cat-eye look to promote their Perfect Strokes Liquid Liner or work with someone passionate about mental health who appreciates Rare Beauty's Mental Health Council initiatives.

This careful alignment ensures that influencers are naturally connected to the products or messages they share. The result is content that feels organic, honest, and true to both the creator and the brand. This alignment of values not only makes the collaborations more authentic but also helps in building a loyal community of followers who connect with the brand on a deeper level.

Wrapping It Up: Lessons for Brands

Rare Beauty’s influencer marketing success boils down to genuine passion, relationship-building, and value alignment. By appreciating creators as individuals, nurturing relationships, and ensuring shared values, Rare Beauty has cultivated an authentic community that resonates with its audience.

If you’re a brand looking to build an authentic, scalable influencer marketing strategy, it’s time to rethink how you engage with creators. Want to learn how SEVA can help you establish meaningful influencer relationships and grow your brand? Set up time with our team to see how you can build an influencer marketing strategy that truly connects using SEVA.

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