Indians, after three years of watching US influencers go on and on about Rare Beauty’s products, finally got the chance to buy the said products in the home country. Selena Gomez, singer, actress, producer, and founder of Rare Beauty launched the brand in India on June 15, 2023. The products became available at the nearest Sephora stores and the Sephora website.

The products went live on sephora.nnnow.com at midnight but the site crashed due to heavy traffic. The physical stores saw something similar. The buyers went early so as not to miss out on their wishlist and crowded the Rare Beauty aisles.

The question then arises, what made the fans go crazy over a makeup brand given that there are multiple options available at much cheaper rates in place of Rare Beauty? Here are five plausibilities:

1. Major Hype About The Cosmetics

Certain makeup enthusiasts complain that the foundation options available in India are ashy and do not complement the several brown shades seen here. Rare Beauty, on the other hand, is a skin-tone inclusive brand and the quality of the products promises suitability to all.

2. Authenticity

Selena Gomez has been a known face for Gen Z since the generation has been young and impressionable pre-teens. Seeing Gomez in Wizards of Waverly Place has been an after-school activity for quite a few. The journey does not stop there. Gomez has also been a consistent influence as a singer, actor, and now an entrepreneur. Gomez has herself become an authentic brand who draws her fans to buy her merchandise. The emotional factor is the cherry on top.

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3. Lifestyle Emulation

Gomez has had her “private” life on display and her fans and haters both have been privy to it. Somehow or the other, people can relate to some of her experiences. Followers have seen her heartbroken over Justin Bieber and have also seen her engage in a weird and shady power struggle online with Hailey Bieber. It’s a “been there done that” moment for a considerable demographic. Seeing Gomez get her life back together and forging ahead is bound to influence. There is also something to be said about the marketing strategy behind the names of her products: a bronzer named “Warm Wishes?” Yes, please.

4. Exclusive Ownership

It was a no-brainer that Rare Beauty would do very well in India, given the huge fan following of Gomez. It could have easily been presumed that the products are bound to go out of stock which would make the few lucky customers the exclusive owners of this new brand. Considering the high prices, owning even one product of Rare Beauty serves as a status symbol in the arena of makeup enthusiasts.

5. Fan Culture

Selena Gomez is a celebrated figure with a huge fan following, some of which come from India. Thus, it was a given fact that the brand launch would be a successful initiative. Fans have a tendency to monetarily invest in their idols to show their support.

Are you a proud owner of a Rare Beauty item? Is the hype worth it? Please let us know in the comments!

mage Credits: Google Images

Feature Image designed by Saudamini Seth

Sources: The Hindu, India Today, author’s own opinions

Find the blogger: Pragya Damani

This post is tagged under: selena gomez, selena gomez rare beauty, rare beauty, rare beauty india, rare beauty india launch, rare beauty sold out

Disclaimer: We do not hold any right, copyright over any of the images used, these have been taken from Google. In case of credits or removal, the owner may kindly mail us.

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