Rare Beauty is a brand built on the inclusive approach to beauty set by their celebrity founder, Selena Gomez. They've taken the US market by storm and so I'm speaking to their CMO, Katie Welch, about how they've done it. From strong positioning and making a difference in mental health across their customer base to growing a strong presence on social media (with a little help from their founder with over 400m Instagram followers), Rare Beauty is a wonderful success story of a challenger brand.Timestamps00:00 - Intro 00:50 - Katie’s career background 07:46 - How Katie joined Rare Beauty 11:09 - The challenges of launching a startup beauty brand 14:19 - The positioning of Rare Beauty 16:21 - New guest host interruption 16:58 - Being true to the brand positioning 19:48 - Being a purpose led brand 22:47 - Addressing the pressures of social media 26:27 - Building the Rare Beauty brand on social media 28:22 - How involved does Selena Gomez get in the Rare Beauty brand 29:57 - The secret to a successful product launch for Rare Beauty 33:00 - Dealing with the growth challenges of a scale up 40:36 - Evolving the Rare Beauty community 42:24 - What’s next for the Rare Beauty brand? 42:47 - Being an entreprenuer in a startup 45:09 - Katie growing her own social accounts

Rare Beauty: the story behind the success of Selena Gomez’s make up brand - Katie Welch