Rare Beauty and Selena Gomez champion a global message

For the brand’s first ever global brand campaign, Rare Beauty partnered with Fred & Farid Los Angeles to launch “Every Side of You” under a new creative message Love Your Rare.

The campaign is a celebration of all the sides that make us unique and is the brand’s call to action as Rare Beauty encourages their community to embrace all that makes them who they are. Inspired by founder Selena Gomez's raw authenticity and unshakeable confidence as a multidimensional singer, actress, philanthropist, and friend, the campaign frames the different sides of ourselves as unique points of our identity, each worth loving and celebrating.

“Whether it’s sharing a candid look of her life at home or on the red carpet, Selena has become an inspirational icon for unapologetically loving who she is, with and without makeup. At Rare Beauty, we want people to feel good, with or without our products. We want to empower them to celebrate and love all the parts of themselves because all those pieces are what makes each of us special and rare,” said Katie Welch, CMO at Rare Beauty.  

The centerpiece of the campaign is a powerful film created by Fred & Farid Los Angeles and Rare Beauty’s internal creative team, with founder Selena Gomez as the voice over talent. With a core theme of finding beauty in our imperfections, the film sets out to evoke joy, reassurance, comfort, and relatability in owning our individuality.  

 “We wanted a campaign that felt as honest as the brand itself. That meant breaking a few rules of the beauty industry, including showing a girl choosing to not put on make-up when we’re telling a story about a makeup brand or showing someone crying alone when the beauty industry has traditionally favoured a backdrop of optimism. Rare Beauty really stands apart from other beauty brands in the way it champions confidence, vulnerability, and self-expression all at the same time. This unique combination is what we aimed to capture for both the film and photography and was the reason we chose to team up with Sheila Johansson for the film and Olivia Malone and Emma Trim for photography.” said Frédéric Raillard, CEO at Fred & Farid Los Angeles, and Chelsea Steiger, Creative Director at Fred & Farid Los Angeles.