Rare Beauty Marketing Strategy: A Toolkit for Brand Growth Through Category Expansion
Beauty Categorization Strategies to Drive Growth
With the beauty industry growth slowing to just +0.8% MIV® in S1 2025, identifying the right opportunities for each product category has never been more critical. Whether the goal is strengthening core categories or expanding into new booming ones—like fragrance, which grew by 13% YoY in MIV—beauty brands need the visibility to understand what’s working at a category level and how to drive overall growth.
What You’ll Find in This Report
Chapter 1How Rare Beauty expanded strategically across beauty categories.
Chapter 2How to achieve detailed visibility into product-category performance across your brand and competitors to uncover the strongest ROI drivers and fuel long-term growth.
INTRO
Rare Beauty Marketing Strategy Insights
Rare Beauty, with a YoY growth of 22% in MIV, has steadily scaled by mastering category expansion, from makeup to skincare, and most recently fragrance. Its success demonstrates how smart category strategies can fuel performance even amid economic headwinds.
This report breaks down Rare Beauty’s expansion strategies across both makeup and fragrance, providing a category-by-category analysis and benchmarks to guide smarter brand growth decisions.
What brands will learn:
- How Rare Beauty expanded strategically across beauty categories.
- How to achieve detailed visibility into product-category performance across your brand and competitors to uncover the strongest ROI drivers and fuel long-term growth.
Curious to See Which Product Categories are Driving Value for Your Brand?