Rare Beauty has launched a Substack newsletter, Rare Beauty Secrets, which aims to provide an intimate and transparent view of the brand. The newsletter feels less formal than typical marketing channels and engages with behind-the-scenes content from beauty shoots and team narratives. It explores personal stories, such as mental health and familial expectations, thereby fostering a meaningful connection with its audience. Initially gaining subscribers from social media, it now attracts interest independently within the Substack community, reflecting broader themes that resonate with diverse readers.
The newsletter intends to be more intimate and insidery than Rare Beauty's Instagram or TikTok channels, emphasizing community engagement through long-form narratives.
Katie Welch explains that the Substack format allows Rare Beauty to maintain a raw and transparent tone, sharing personal narratives that resonate with readers.
Rare Beauty seeks to address taboo topics such as mental health, encouraging discussions through authentic storytelling, to create a meaningful connection with subscribers.
Substack's flexibility allows for diverse content ranging from behind-the-scenes insights on product development to reflections on personal challenges by team members.
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