The New Rules of Beauty

The landscape of beauty is shifting, and celebrity-founded brands are leading the charge. What started as vanity projects have become powerful forces for change in an industry slow to evolve.

The Inclusion Revolution

• Foundation ranges now starting at 40+ shades as standard

• Gender-neutral packaging becoming mainstream

• Age-inclusive marketing replacing youth-obsessed campaigns

• Accessibility features in packaging design

The Mental Health Movement

• Rare Beauty building mental health resources into their business model

• Stress-reducing formulations with calming ingredients

• Realistic beauty standards in marketing campaigns

• Community support groups sponsored by brands

Behind the Scenes: What Makes Them Different

The Production Process

• Longer development timelines than traditional brands

• Celebrity direct involvement in product testing

• Small-batch production for limited editions

• Sustainable sourcing as priority, not afterthought

The Business Model Innovation

• Direct-to-consumer focus cutting out middlemen

• Transparent pricing strategies

• Charitable components built into core business

• Digital-first launches with social media integration