The Rare Impact: “Rare Beauty Is as Real as It Can Get on Social Media”

In 2020, Selena Gomez founded Rare Beauty, a cosmetics brand that aims to redefine beauty standards by prioritizing mental health and celebrating individuality. Unlike traditional makeup brands, Rare Beauty focuses on authentic representation and diverse initiatives such as the Rare Impact Fund, which supports youth mental health worldwide. The brand’s social media presence is credited for representing different age groups, ethnicities, and abilities, promoting an inclusive community. This thesis explores the perceived authenticity by Generation Z of Rare Beauty’s content and its impact on customer behavior. The research question guiding this study is: How do Generation Z individuals perceive the portrayal of authenticity in Rare Beauty’s marketing content on Instagram? Using qualitative in-depth interviews with ten Generation Z participants who actively follow Rare Beauty on social media, the data was analyzed thematically to identify key themes and patterns. The results show that Generation Z perceives Rare Beauty’s content as genuinely authentic and relatable, particularly due to Gomez’s personal engagement and the brand’s commitment to inclusion and mental health. Participants appreciated the brand’s blend of entertainment and meaningful storytelling. They recognized the commercial intent, but also appreciated the transparency and inclusivity that aligned with their values of self-acceptance and social responsibility. This thesis enhances the understanding of how celebrity-led beauty brands can effectively engage Generation Z through strategies based on authenticity and inclusivity. It highlights the importance of genuine storytelling and social responsibility in cultivating a trustworthy brand image in the competitive beauty market.