How Selena Gomez's Rare Beauty goes viral, with CMO Katie Welch

Decoder with Nilay Patel

Katie Welch is the Chief Marketing Officer of Rare Beauty — the beauty products company founded by superstar musician and actress Selena Gomez. Rare Beauty sells its products online and in Sephora retail stores, and importantly, Katie does almost no traditional marketing: Rare Beauty is a true internet brand, that depends on social media strategy, influencer marketing, and community to drive sales. Specifically, the enormous community around Selena Gomez, who, again, is an international superstar with a fandom of her own.

This kind of marketing is essentially new. Famous people making their own products and companies and using their online reach to launch and grow those businesses is a combination of art and commerce that is 10 – 15 years old at most, Rihanna’s Fenty Beauty is only five years old, but it’s redefined the industry and helped make her a billionaire. Some of the first big successes came from the Kardashian-Jenners including Kylie Cosmetics, founded in 2015, as well as Kim Kardashian’s Skims, founded in 2019.

I’ve been really curious about how these businesses work, how they reach their audiences and customers, how CMOs like Katie measure success, whether being the marketing executive for an super online celebrity-driven business feels different than being a traditional marketing person, and whether the ever-present risk of weird things happening online make her plan differently.

Transcript:

https://www.theverge.com/e/23071490

Links:

Why BeReal is breaking out

Why Hank Green can’t quit YouTube for TikTok

Apple’s app tracking transparency feature isn’t an instant privacy button

Apple’s app tracking policy reportedly cost social media platforms nearly $10 billion

Updating The Verge’s background policy

Marketing Funnels

Katie's TikTok

Instagram walks back TikTok-style changes — Adam Mosseri explains why

Makeup company Glossier to sell its products at Sephora as new CEO pushes to expand reach

Credits:

Decoder is a production of The Verge, and part of the Vox Media Podcast Network.

Today’s episode was produced by Creighton DeSimone and Jackie McDermott and it was edited by Callie Wright.

The Decoder music is by Breakmaster Cylinder. Our Sr Audio Director is Andrew Marino. Our Editorial Director is Brooke Minters. And our Executive Producer is Eleanor Donovan.

Learn more about your ad choices. Visit podcastchoices.com/adchoices