Uncensored CMO Rare Beauty: the story behind the success of Selena Gomez’s make up brand - Katie Welch
Mar 5, 2025
Katie Welch, CMO of Rare Beauty and a key player in the cosmetic industry, reveals the brand's compelling journey towards inclusivity and mental health advocacy, inspired by founder Selena Gomez. She discusses the challenges of launching a startup during the pandemic and how authenticity is woven into their marketing strategies. The conversation dives into community engagement initiatives that emphasize mental health, and the crucial role social media plays in building connections with their audience. Welch also shares insights about successful product launches and the brand's future.
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Early Career Lessons
- Katie Welch started her career at Macy's in a non-glamorous role but learned the beauty industry's system.
- A creative director's care for brand details taught her the importance of storytelling in beauty marketing.
Joining Rare Beauty
- Katie joined Rare Beauty after a series of persistent LinkedIn messages and an NDA reveal of the brand's vision.
- Meeting Selena Gomez showed her the authentic kindness and vision behind Rare Beauty's inclusivity.
Inclusive Brand Positioning
- Rare Beauty's inclusive positioning challenges beauty myths about physical perfection.
- The brand emphasizes being powerfully vulnerable and celebrates people as they truly are.