Rare Beauty, founded by Selena Gomez, is embracing the growing trend of Substack newsletters to share behind-the-scenes content and stories that differ from its existing social media. Launched on April 1, its Substack seeks to establish a unique voice in a space known for high-quality editorial content. The popularity of Substack is rapidly increasing, as it surpassed five million paid subscribers recently. Other brands like The RealReal and Saie are also exploring Substack's capabilities to better engage with their audiences, demonstrating the platform's potential for brand storytelling.
It felt just like a really natural place for us to participate, to be able to be a best-in-class storyteller.
Substack is designed for high-quality editorial content, not email marketing, allowing brands to leverage unique voices.
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