This beauty brand blends self-acceptance, positive impact, and unique beauty seamlessly! Learn about the brand here.

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Happy Monday! We hope everything is going well in your personal and work life. To begin the week, let’s shine the spotlight on one of our “Marketing Marvels.” Every Monday, we showcase the experiences, valuable contributions, and insights of remarkable individuals who impacted the fields of business and marketing. Today, we’ll talk about a household name and her beauty brand that’s one of a kind. To learn more about today’s “Marvel,” keep reading below. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

This beauty brand blends self-acceptance, positive impact, and unique beauty seamlessly! Learn about the brand here. Selena Gomez: Founder of Rare Beauty Cosmetics Ever since her breakout role in the Disney Channel show "Wizards of Waverly Place," Selena Gomez has risen to fame as an actress and singer and quickly became a household name around the globe. From releasing chart-topping albums and starring in numerous shows and movies, Gomez’s career has steadily grown over the years. However, she’s also not afraid to step out of her comfort zone by embracing new challenges and opportunities. One of these instances is Gomez’s venture into the world of beauty. In September 2020, Gomez launched her own beauty brand. Since then, her cosmetics line has blossomed into one of the industry’s leading brands, earning remarkable success in the U.S. and beyond! As a prominent figure in the entertainment industry with a devoted fan base behind her, Gomez’s cosmetics line has established itself as a major player in the beauty industry. The name of her brand? Rare Beauty! With a mission to celebrate individuality, promote self-acceptance, and create products that enhance natural beauty, Rare Beauty caters to a diverse range of skin tones with their inclusive collection of cosmetics. The brand offers foundations, concealers, blushes, eyeshadows, lip products, and more. In just a year after its launch, Rare Beauty achieved remarkable success and earned over USD 60 million in revenue, as reported by Nylon. Today, the brand remains globally relevant as it emerged as the most-searched celebrity beauty brand from February 2022 to January 2023. What else? In January and March 2023, Rare Beauty’s impact extended to the domestic market as it became the best selling cosmetics line in the U.S. Additionally, during those months, the brand’s social media revenue also reached impressive heights, surpassing USD 45 million and USD 55 million in the U.S., respectively. Due to these accomplishments, Rare Beauty has cemented itself as one of the beauty industry’s most recognizable brands. Cosmetify, a digital platform selling a wide range of beauty products, gave Gomez’s brand a rating of 8.97/10 based on various factors like social media traction and revenue. The website also ranked Rare Beauty as the third most successful beauty brand of 2023, trailing only Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics. What were the strategies Gomez used to create and build a successful cosmetics brand? Using her social media following As one of the most followed people on Instagram, Gomez promoted Rare Beauty to 400 million followers. She did that by regularly reposting content from her brand’s account to increase her visibility and she also created original content about Rare Beauty products. Gomez also used TikTok to promote her brand. For example, she used the platform’s trending sounds to help her makeup videos get picked up by the algorithm and reach a wider audience. By maintaining a consistent presence on various social media platforms, Gomez ensured that her brand remained relevant and connected to her target audience. Actively pursuing collaborations and tie-ins To expand her brand’s reach and tap into new audiences, Gomez frequently collaborated with popular beauty influencers on TikTok. These partnerships not only generated content featuring Rare Beauty products but also inspired other TikTok users to create their own videos. Gomez and her team also generated buzz for the brand through creative tie-ins. For instance, the brand recently launched a “Only Murders in the Building” makeup collection inspired by Gomez’s Hulu mystery comedy-drama show of the same name. By using collaborations and tie-ins, Gomez kept consumers excited and interested in her cosmetics brand. Maintaining a positive brand image Gomez is a strong believer in self-acceptance, empowerment, and mental health. Due to this, she aligned the identity of her brand with these values. To demonstrate her commitment to her beliefs, a percentage of her brand’s sales is donated to the Rare Impact Fund, a charity that was established to help make mental health services more accessible to people worldwide. Gomez’s commitment to animal welfare is also evident in her product offerings. All Rare beauty products are exclusively vegan and cruelty-free, with no testing conducted on animals. She also refuses to sell her cosmetics in places where animal testing is mandatory by law. By highlighting the brand’s alignment with important causes, Gomez enabled Rare Beauty to stand out as a brand that strives to make a positive impact on the world. The strategy also helped the brand cultivate a sense of purpose and connection with its customers. Gomez’s strategic approach not only garnered lots of attention for her brand, but it also helped establish a genuine connection with her customers. As a result, her customers remain highly engaged and eager to stay connected, that in turn helps the brand grow to greater heights. — Gomez’s foray into the beauty sector leaves us with valuable marketing lessons that can be applied to other industries. Her experience showed us the importance of using social media to promote a brand and products, seeking out partnerships that expand a business’ reach, and championing values that align with a target market. Start implementing these marketing strategies today and watch your business thrive! Hope you’ve found this week’s insights interesting and helpful.     According to data from the U.S. National Health and Nutrition Examination Survey, more than 2 in 5 adults and nearly 1 in 5 children are obese. Additionally, 19 states in the country have obesity rates that are over 35%. Learn more about the health benefits of intermittent fasting on next week’s Forever Young!