#2 Rare Beauty
Rare Beauty
Followers: 3.6 million
Likes: 57.3 million
Rare Beauty, the sell-out makeup brand founded by US actress and singer Selena Gomez, can at least partly credit its smart TikTok strategy for being hugely influential in building the brand’s success.
Content is largely educational and clearly directed by the brands strong core values, collaborating with content creators from its community and including a focus on mental wellness. This is likely to resonate with Rare Beauty’s target demographic, Gen Z, who of which 51% have been reported to shop with brands that align with their own values, according to Forrester research.
