Company Overview
Rare Beauty Brands is a forward-thinking player in the beauty industry, committed to advancing indie beauty brands through innovation, comprehensive marketing, and a robust infrastructure. With a mission to create products that inspire and empower communities, the company excels in brand development, product excellence, global distribution, and operational efficiency. Headquartered at 399 Boylston St., Suite 650, Boston, MA 02216, they can be reached at (888) 243-0646.
Leadership Team
- Chris Hobson, President & CEO
With over 20 years in omni-channel brand building in the beauty and CPG sectors, Chris Hobson has played key roles, including Founder, CEO, COO, and Board Director. He channels experience from P&G and education from Harvard Business School to drive Rare Beauty Brands' visionary and innovative goals.
- Daren Graham Curry, Vice President of Digital Acceleration
Operating from the Atlanta Metropolitan Area, Daren Graham Curry leads brand management and digital initiatives to enhance the company's digital footprint significantly.
- Lori Erlich, VP of Marketing
Lori's expertise in marketing and beauty ensures the strategic alignment of marketing initiatives with the company's core values and mission.
- Michael Jordan, Vice President of Operations
Bringing 20 years of experience in product development and operations, Michael innovates and streamlines the company's operations and product offerings.
- Rebecca Jukes, Vice President of Global Sales
Based in London, Rebecca has led global sales since January 2023, expanding the company's market reach and fueling sales growth.
Strategic Initiatives
Rare Beauty Brands leverages several strategic initiatives to bolster market positioning:
- LIFT Beauty Accelerator: A collaboration with JCPenney and other sponsors, this initiative supports innovative beauty concepts and new talent through incubation.
- Brand Portfolio: The portfolio includes Patchology, Dr. Dana, and Dot Dot Dash, brands recognized for their unique customer engagement strategies and distinctive beauty propositions.
Market Approach
Rare Beauty Brands champions authenticity and transparency, fostering trust and loyalty among consumers. Their growth strategy hinges on excellence in product development and global distribution, targeting a diverse market audience through positive energy and creativity.
Competitor Overview
Rare Beauty operates amidst intense competition within the cosmetics industry. Key competitors such as Fenty Beauty, Glossier, Tarte Cosmetics, E.l.f. Beauty, and Tower 28 Beauty differentiate themselves with unique product offerings, marketing, and market positioning.
- Fenty Beauty
Founded by Rihanna in 2017, Fenty Beauty is celebrated for its inclusive shade range, highlighted by the Pro Filt'R Foundation. The brand, a joint venture with LVMH, enjoys a solid presence in Sephora and online, with sales exceeding €500 million in 2018.
- Glossier
Established in 2014 by Emily Weiss, Glossier thrives on a direct-to-consumer model emphasizing "skin first" beauty. Leveraging community-driven marketing and content, the brand recorded revenues of $227.8 million, reflecting its strong appeal to younger audiences.
- Tarte Cosmetics
Founded by Maureen Kelly in 1999, Tarte emphasizes cruelty-free, eco-friendly, and high-performance natural products. Known for utilizing Amazonian clay, the brand, now under KOSÉ Corporation, is a staple in Sephora and QVC, marketed heavily through influencers.
- E.l.f. Beauty
Launched in 2004, E.l.f. Beauty offers affordable, cruelty-free products, thriving on digital marketing and a strong online retail presence. With a 2024 revenue of $1.02 billion, E.l.f. stands out for its inclusivity and accessibility.
- Tower 28 Beauty
Inspired by a Santa Monica lifeguard tower, Tower 28 produces non-toxic, vegan beauty products for sensitive skin, incorporating non-irritating ingredients into a playful marketing strategy.
Strategic Insights
A closer look at Rare Beauty's competitive landscape unveils a market driven by inclusivity, innovation, and digital consumer engagement. Fenty and Glossier have set benchmarks with their community-led, innovative business models. Meanwhile, Tarte and E.l.f. offer quality and affordability, with Tower 28 catering to niche markets, focusing on sensitive skin. These insights stress the importance for Rare Beauty to intensify digital engagement, inclusivity in product ranges, and strategic partnerships to enhance market share.
