Selena Gomez’s Rare Beauty is succeeding because of its authentic connection with Gen Z. Gomez’s brand, launched just three years ago, is expected to surpass $300M in sales in 2023, which can be partially, or mostly, attributed to the brand’s reputation as reliable and empowering. Industry experts also say the brands social media presence is nearly unmatched, and while Gomez herself is the most followed woman on Instagram, people don’t see Rare as a celebrity brand. And though the price of products may be slightly too high for some Gen Z teens, it doesn’t stop them from having an emotional connection to Gomez’s personal story and in turn, the values that the brand conveys to them. YPulse data shows that authenticity is a top purchase driver for young consumers—but proving to be authentic looks different for every brand. (Fast Company)
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