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July 17.2025

2 Minutes Read

How Rare Beauty's Substack Innovates Marketing for Small Brands

Unpacking Rare Beauty’s Creative Journey on Substack

Rare Beauty, the beauty brand co-founded by Selena Gomez, has taken an innovative step into the world of content creation with the launch of its own Substack newsletter. Spearheaded by the brand's Director of Creative Strategy, MacKenzie Kassab, this move showcases an exciting blend of marketing savvy and authenticity that smaller brands can learn from.

What’s Behind the Buzz?

Kassab describes her initial motivations for launching the Substack newsletter as a personal passion for connecting with audiences in a meaningful way. In her own words, she reflects, "It’s a very scrappy team. It’s me." This grassroots approach reinforces the notion that even established brands can effectively engage audiences through a small-team mentality by sharing firsthand insights and experiences.

Lessons for Small Brands

Through her newsletters, Kassab shares more than just product information; she opens the curtain to the process of creation at Rare Beauty. One notable lesson is to get curious about your products. This curiosity fosters creativity and can reignite excitement not only for the creators but also for potential customers. By asking questions like, “What made a product special?” Kassab finds herself diving deep into the nuances of each launch.

Embracing Imperfection

Another key takeaway from Kassab’s strategies is the importance of embracing imperfections. By sharing both successes and mistakes, she breaks down barriers between the brand and its consumers. This relatability allows customers to feel a human connection with Rare Beauty, emphasizing that even successful brands go through their share of hiccups. “I hope that kind of thing is encouraging,” Kassab notes, echoing a sentiment that resonates deeply within community-oriented businesses.

Tips to Engage Through Substack

For SMEs looking to emulate Rare Beauty’s success, the key lies in understanding your audience and the platform. Kassab’s respect for Substack as a community-driven space allows her to connect on a personal level, echoing the organic spirit of early social media. By fostering genuine connections and continuous engagement, small businesses can utilize platforms like Substack to cultivate a loyal tribe of supporters.

Join the Conversation!

Rare Beauty's example teaches us that even in the highly competitive beauty industry, authenticity and connection will always resonate. Small and medium enterprises should take note—whether through newsletters or social media platforms, engaging your community begins with a story. What story are you sharing today?

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