Selena Gomez's Rare Beauty Brand Set To Out Perform 2022 Sales

Selena Gomez's cosmetic products are flying off the shelves!

After establishing herself as a singer, actress, and producer, the "Only Murders in the Building" star opted to enter the beauty and makeup industry and is killing it. New reports reveal that her brand, Rare Beauty, has experienced a remarkable surge in popularity, defying the common trend of fallout seen in many celebrity-backed cosmetic lines since it was created three years ago.

Rare Beauty is experiencing impressive growth, with sales on track to triple last year's numbers in 2023. In 2022, the company achieved remarkable success, selling 3.1 million units of its bestselling blush alone. Priced at $23 per unit, this hit product has generated approximately $70 million in revenue for the brand.

The brand's success can be tied to its strategic approach of creating simple yet effective makeup products at a moderate price point that has resonated with consumers. For example, a lip liner costs $15, and a diverse range of 48 shades for the company's liquid foundation is priced at $30.

Similarly, Rare has leveraged Gomez's immense popularity and influence on social media platforms like TikTok to boost its reach and appeal further. Sharing an insight into the strategies, Sable Yong, a beauty writer based in New York, stated, via Bloomberg:

"People are looking for performance and value in their products, which Rare does really well. Yes, it's cute. Yes, Selena Gomez is the founder. But even if she wasn't in the picture, they're well-formulated products that perform really well at a fairly attainable price point."

While Yong makes valid points, what truly sets Rare apart is its commitment to a social cause, as it was founded with a mission to support mental health, reflecting Gomez's advocacy for the exact cause. The beauty outfit dedicates 1% of its sales to its in-house fund, which has already raised at least $5 million, as detailed in the company's 2022 social impact report.

Rare has further proven its prowess in marketing by excelling in creating social media buzz. With over three million followers on TikTok and six million on Instagram, the brand strategically tailors its content across various platforms to connect with its audience effectively.

They have also incorporated googly-eye stickers on their blush tube, resonating with the TikTok community and sharing posts on mental health that strike a chord with their Instagram followers.

Aside from raking in the beauty industry's big bucks, Gomez has also been cooking up a storm in the kitchen, carving a niche for herself with the HBO show "Selena + Chief." That is, however, not the end of her culinary talents, as The Blast reported in May that she joined the likes of Food Network darlings like Rachael Ray and Valerie Bertinelli by signing a deal for two upcoming shows with the network.

While the first show "will be a celebration-focused series just in time for the holidays," the second is slated for a 2024 premiere. It will feature the "Lose You to Love Me" hitmaker "meeting up with some of the best chefs in the country on a quest to cook their most popular dishes when she visits their kitchens."

Kathleen Finch, the Discovery chairman for Warner Brothers as well as their Chief Content Officer in the United States disclosed about the deal, "The holidays are always huge for Food Network, reaching nearly 60M P2+ viewers, and having Selena kick off the nearly 100 hours of new and returning holiday programming will certainly make this coming season one to celebrate," Finch concluded.

Long before the announcement, Gomez had taken to Instagram to drop a lighthearted post about her cooking escapades. Alongside two blurry images of her goofing around in the kitchen, she wrote in the accompanying caption:

"Trying to take a cute/serious photo of me cooking but then felt embarrassed so I'm using the candid where I look so happy but I feel kinda cheesy.Anyway, I shared a few lists in my stories of things I'm watching, listening to and reading to keep me positive and help pass the time. Hope it helps you." 

True to her words, the caption contained a lengthy list of media content, including books, movies, podcasts, and songs she was consuming to keep herself from drowning in the COVID-19-induced quarantine.