Selena Gomez launches new body care line.
During the hectic holiday season, moments of “calm” can feel few and far between — but not if Selena Gomez has anything to say about it. Her cosmetics brand, Rare Beauty, officially launched its “Find Comfort” collection: a brand-new line of body care products aimed to create opportunities to slow down and de-stress.
Rare Beauty has been having a viral moment with no signs of stopping. The Soft Pinch Liquid Blush has dominated TikTok “Get Ready With Me” videos for months (I, admittedly, own it in four different shades), earning the brand a well-deserved cult following.
The segue into body care is a natural expansion that feels authentic to both its mission and Selena’s personal brand. Selena, who has publicly discussed her ongoing battle with lupus and her struggles with anxiety, panic attacks, and bipolar disorder, is an outspoken mental health advocate.
By promoting wellness and self-care, her new line of products seamlessly taps into a trending topic while staying true to the brand’s values.
The “Find Comfort” collection includes:
Body & Hair Fragrance Mist
Hydrating Body Lotion
Hydrating Hand Cream
Stop & Soothe Aromatherapy Pen
Each product is infused with a calming scent developed by renowned perfumer Jérôme Epinette (you may have gotten a whiff of his work for Byredo and Sol de Janeiro). The brand also partnered with Dr. Esther Bae, an occupational therapist and accessibility expert, to develop the packaging.
Fun fact: The hand cream is supposedly spill-proof, opening in one twist with a cap that stays put.
Rare Beauty implemented a multi-pronged social media strategy to activate its online community. After teasing the collection on Instagram, the brand published a series of posts inviting users to “meet” the products and their benefits. They hosted a cozy influencer event (featuring yoga, dinner and a bonfire), allowing them to create more buzz and brand awareness surrounding the collection.
The brand also took to TikTok and Twitter (X) to ask followers how they “find comfort,” leveraging personal storytelling to build an emotional connection.
After the collection was announced, shoppers could sign up for a waitlist. Products were exclusively available on the Sephora app on December 18 before launching on the Rare Beauty website the following day. Plus, the end-of-year drop positioned the collection to be perfect for holiday gifting.
As evidenced by its new launch, Rare Beauty is a unicorn in the beauty industry — creating a seamless experience in every aspect of its marketing and execution.
Although rare for some brands, for Rare Beauty it’s anything but.
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