Each year we ask our readers to vote for "Beauty Company of the Year: Excellence in Packaging"—and this year's winner is Rare Beauty by Selena Gomez. 

Below is our exclusive interview with Joyce Kim, Chief Product Officer at Rare Beauty. 

Founded just 4 years ago by actor and singer Selena Gomez, Rare Beauty has soared in popularity on the Beauty charts—in part because “the brand stands for breaking down unrealistic standards of perfection—and providing makeup that makes you feel good without hiding what makes you unique and allowing you to be who you are.” The message is a relatable one, and a standard that Gomez follows in her own life.

The affordable, global masstige brand is featured at specialty beauty retailers including Sephora. The brand is currently available in 36 countries. On Instagram, Gomez is currrently the third most popular account, with 429 million followers.

Rare Impact, an integral part of Rare Beauty’s mission, is dedicated to making a positive difference by focusing on mental health and self-acceptance. It seeks to support the mental well-being of the community, employees, and global partners.

Through initiatives like the Rare Impact Fund launched by Selena Gomez, one percent of all Rare Beauty sales are contributed to expanding mental health services for young people. The Rare Impact Fund collaborates with philanthropic foundations, individuals, corporate partners, and the Rare Beauty community, aiming to reduce the stigma associated with mental health and provide resources for support.  

Undoubtedly, Rare Beauty’s phenomenal success owes to Gomez’s huge following on social media where she shares her life and her struggles, and is an advocate for reducing the stigma of mental health, and supporting self-care, inclusivity and social change. Her sincerity and approach led naturally to her line of simple, high-quality, affordable cosmetics that are vegan and cruelty-free.

The products are housed in modern, attractive packaging—and the collection is designed to be easy-to-use. Even the names of the products elicit kindness and compassion, from “Brow Harmony Palette” to “Kind Words Lip Set.”

Commenting on why they think Rare Beauty was the recipient of the title “Beauty Company of the Year: Excellence in Packaging,” Nick Dormon and Royen Perry of Echo Brand Design, say, “A combination of the brand’s sleek design, premium look and feel, and overwhelming awareness of the brand due to platforms such as TikTok bringing the brand to the top of people’s ‘For You’ page has most likely led to the selection of Rare Beauty.” 

The brand boasts over 3.5 million followers on TikTok, 50.3 million video likes and 5.7 billion views for the official #rarebeauty hashtag.

Note: Rare Beauty follows Pacifica Beauty as our Beauty Company of the Year: Excellence in Packaging.

A Q&A with Joyce Kim—on Rare Beauty's Secrets to Success

"Since innovation in packaging design has been rooted in our brand ethos since day one, we can't imagine working any other way."

——Joyce Kim, Chief Product Officer, Rare Beauty
 

For an inside look at what makes Rare Beauty tick—including their past and present packaging achievements and future goals—we reached out to the brand’s Joyce Kim, Chief Product Officer at Rare Beauty.

We were not surprised to hear that “thoughtful design elements that make users feel good” include: simple, approachable, aspirational purposeful, minimalistic, and timeless with soft, feminine curves.

Kim is pictured in the second slider above—click through for a look at some of Rare Beauty's products—and modern packaging. 

Jamie Matusow: How did Rare Beauty develop its packaging—and in what ways has it evolved?

Joyce Kim: Our packaging is inspired by Selena's vision and personal aesthetic. She wanted the packaging to be simple yet timeless with soft feminine curves. She's drawn to an approachable yet aspirational color palette, which resulted in a soft peach hue with hints of gold. Every design element, including the matte finish, has purpose and intent.
    
As the product portfolio grew, we followed the aesthetic by introducing new shapes that kept our signature rounded edges. We introduced new silhouettes and brand colors that maintain the line's familiar and minimalistic style.  

Jamie Matusow: What role does packaging play for Rare Beauty?

Joyce Kim: Packaging is just as important as the formula. Selena will add specific design elements that have a purpose, mostly centered around making products easier to use. 

Brow Harmony Shape and Fill Duo is a good example. It’s essentially an all-in-one brow compact that includes a custom 2-in-1 applicator, which snaps right into the palette for ultimate convenience.

The applicator is an angled brush that can be removed to reveal a precision spoolie—tools that are both essential for shaping and combing brows. It just makes the brow-grooming process so easy. 

JM: What is Rare Beauty’s position on sustainable packaging?  

JK: Rare Beauty has been making a conscious effort to limit waste in packaging, but it’s an ongoing journey. Since late 2021 we’ve worked to integrate post-consumer recycled materials into our packaging. We now use 100% recyclable boxes made from responsibly sourced, FSC-certified materials and printed with water-based ink.  

JM: What's your most innovative package?  

JK: The Perfect Strokes Matte Liquid Liner is truly one of a kind. The fine, flexible brush tip was inspired by traditional calligraphy brushes and contains over 800 soft vegan bristles. It allows for an incredibly smooth and effortless application, and it also creates super precise lines.   

JM: What in particular made Rare Beauty stand out packaging-wise over the 2023 period?  

JK: 2023 was an incredible year for Rare Beauty in terms of brand awareness and growth, both driven by innovation in product and our commitment to raising awareness to the Rare Impact Fund. We put so much love and hard work into all of our packaging design to ensure our launches are new, exciting and have purpose.  

JM: Do any products stand out as being the most outstanding? 

JK: Selena is really proud of our Positive Light Undereye Brightener. It’s really the perfect marriage of formula plus packaging—there’s an incredible sensorial experience.

The ultra fluid texture and the custom cool-tip metal applicator feels heavenly when used in the very sensitive undereye area, and it instantly soothes upon contact. There’s a reason it’s a bestseller for us. 

JM: How do you come up with innovative ideas for products and packaging?  

JK: Selena and the team are beauty fanatics. We listen to our community and try to approach all our launches from a consumer perspective, without overcomplicating things. Ultimately, we want to stay mindful of how products are used and how we can make things easier for consumers.  

JM: Describe the team and their approach. Which comes first—the product or the packaging?  

JK: They have to work in parallel—the packaging is an extension of the product and vice versa. When creating a product, both parts have to work in terms of functionality and compatibility. Since innovation in packaging design has been rooted in our brand ethos since day one, we can’t imagine working any other way. 

JM: What factors do you think readers were influenced by in selecting Rare Beauty as our Company fo the Year?

JK: Our dedication to crafting products aligned with Selena’s personal preferences which strongly emphasize user-friendly design. The convenience of our packaging resonates with a diverse audience, particularly individuals facing dexterity challenges who find our designs helpful.

It’s essential to note that while we’re pleased with such positive feedback, official testing on the packaging’s suitability for these claims has not been conducted. That said, our unwavering commitment to prioritizing ease of use and inclusivity remains a central focus, driving ongoing testing and exploration of ways to enhance these aspects in the future.

Our ultimate objective is to ensure that our products are not only accessible but also exceptionally user-friendly for individuals of all backgrounds. 

JM: Do you have any new skus or product categories?

JK: The Find Comfort collection, Rare Beauty’s first body care line, includes the Hydrating Body Lotion, Hydrating Hand Cream, Body & Hair Fragrance Mist, and the Stop & Soothe Aromatherapy Pen.

The packaging features soothing colors and complements the light, airy texture for an overall self-care experience. So much of the experience is in the details. The spill-proof Hydrating Hand Cream bottle doubles as a hand massager, adding an extra layer of relaxation to your routine.

The 360-degree Find Comfort Body & Hair Fragrance Mist allows spraying from any angle, making it easy and versatile to use. Additionally, our Find Comfort Stop & Soothe Aromatherapy Pen features a silicone tip for massaging into temples, the back of the neck, and behind ears, providing soothing and relaxing benefits. Perfectly pocket-sized, it’s designed to relieve tension and bring comfort wherever you are.

These thoughtful design elements aim to make your self-care routine more seamless and—most importantly—enjoyable.

Read Next

Industry experts comment on Rare Beauty as our Company of the Year—noting why the brand is deserving of the title.

Read up on our past companies of the year, Pacifica, Fenty Beauty, and Drunken Elephant.