Challenge

Launch Rare Beauty in a crowded celebrity beauty landscape while clearly differentiating the brand through purpose, not personality.

Conviction

By leveraging its founder’s platform, Rare Beauty could challenge unrealistic beauty standards—centering self-acceptance and mental health as core to the brand, not an afterthought.

Approach

Launching at the onset of COVID-19, Catamaran strategically sequenced media engagement to introduce Rare Beauty’s mission ahead of product availability—ensuring its mental health narrative was embedded in coverage before, during, and after launch. Outreach spanned business, health, lifestyle, beauty, and entertainment media, anchored by the announcement of The Rare Impact Fund.

Results

Prior to launch, more than 300 top-tier business and consumer placements established Rare Beauty as a high-growth, purpose-led brand—positioning it as a meaningful disruptor in beauty from day one.