Rare Beauty Tone of Voice — Authentic & Kind
Tagline: "Makeup made to feel good in. Without hiding what makes you unique."
Industry: Beauty
Sector: Beauty
How Rare Beauty Communicates
Rare Beauty communicates with a authentic, kind and inclusive voice using warm language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Makeup made to feel good in. Without hiding what makes you unique.", captures this voice. The central tension in Rare Beauty's communication is perfection vs. authenticity, which shapes every message they craft. Their mission is to challenge unrealistic standards of perfection and promote self-acceptance.
Tone Words
Rare Beauty's brand voice is defined by the following tone words: Authentic, Kind, Inclusive.
Communication Style
- Language Style: Warm
- Sentence Type: Statement
- Tense: Present
- Expression: Figurative
Rare Beauty Brand Story
Rare Beauty launched in 2020 as Selena Gomez's personal mission to redefine beauty standards. Unlike typical celebrity brands, Rare Beauty was built with a genuine purpose: to combat the mental health impacts of beauty industry pressures. The brand donates 1% of all sales to the Rare Impact Fund, which has raised millions for mental health services. Products are designed with accessibility in mind, featuring easy-grip packaging for those with motor disabilities. The Soft Pinch Liquid Blush became a viral sensation, with authentic marketing that celebrates imperfection rather than hiding it.
Brand Message
Beauty that celebrates individuality and promotes mental health
Brand Mission
To challenge unrealistic standards of perfection and promote self-acceptance
Brand Positioning
Core Concept: Self-Acceptance
Central Tension: Perfection vs. Authenticity
Frequently Asked Questions About Rare Beauty
What is Rare Beauty's tone of voice?
Rare Beauty uses a authentic, kind, inclusive tone of voice. Their communication is warm, typically using statement-style sentences in the present tense. Their tagline "Makeup made to feel good in. Without hiding what makes you unique." exemplifies this voice.
How does Rare Beauty communicate with customers?
Rare Beauty launched in 2020 as Selena Gomez's personal mission to redefine beauty standards. Unlike typical celebrity brands, Rare Beauty was built with a genuine purpose: to combat the mental health impacts of beauty industry pressures. The brand donates 1% of all sales to the Rare Impact Fund, which has raised millions for mental health services. Products are designed with accessibility in mind, featuring easy-grip packaging for those with motor disabilities. The Soft Pinch Liquid Blush became a viral sensation, with authentic marketing that celebrates imperfection rather than hiding it.
What is Rare Beauty's brand message?
Rare Beauty's core message is about Beauty that celebrates individuality and promotes mental health. Their concept "Self-Acceptance" drives their mission: To challenge unrealistic standards of perfection and promote self-acceptance.
What makes Rare Beauty's brand voice unique?
Rare Beauty stands out through their authentic, kind, inclusive communication style. Their central brand tension — "Perfection vs. Authenticity" — shapes every message they craft in the Beauty sector.
What language style does Rare Beauty use?
Rare Beauty uses warm language with figurative messaging. Their sentences are typically statement in structure, using the present tense.