Gloss Angeles The Scent of Rare Beauty: How Selena Gomez’s Brand Created Its First Perfume
Jul 29, 2025
Joyce Kim, Chief Product Officer at Rare Beauty, shares her journey collaborating with Selena Gomez to launch their latest fragrance, Rare Eau de Parfum. The discussion reveals the intricate process of product development, emphasizing inclusivity and genuine emotional connections to beauty. Joyce highlights the importance of consumer feedback and accessibility, even in packaging design. She also shares amusing behind-the-scenes stories that capture the excitement and challenges of launching a new scent. It's a deep dive into how authenticity resonates in the beauty world.
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Selena's Protective Brand Care
- Selena Gomez was very protective of Rare Beauty products, even discreetly saving discarded body cream at TSA.
- This shows her deep involvement and care for the brand's confidentiality and product secrecy.
Chief Product Officer Role Explained
- Joyce Kim oversees product from concept to shelf, integrating formulation, packaging, and storytelling.
- Product development is the hub connecting vision, timing, and retail execution at Rare Beauty.
Inclusivity in Product Design
- Rare Beauty designed liquid blush to be intensely pigmented and inclusive across skin tones.
- Inclusion and shade diversity were key pillars from brand inception to meet needs of all users.