Rare Beauty.

Rare Beauty

Rare Beauty by Selena Gomez is "makeup made to feel good in, without hiding what makes you unique". With a focus on sustainability, inclusive shades, and a social mission to promote mental health resources, Rare Beauty is more than a cosmetics brand - "it’s a safe, welcoming space in beauty and beyond".


Klaviyo Setup
Brand Discovery 
Flow Setup & Automation
Retention Strategy
Revenue ROI Reporting


Cosmetics and Beauty


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An international pop star, a highly anticipated product line, and just one month to prepare for an international brand launch. Noticed partnered with Rare Beauty by Selena Gomez on a go-to-market strategy that balanced email marketing and industry best practices with the uniqueness the brand was founded on.

Project Goals

Not every marketing agency has an in-house eCommerce development team, so finding the right partner can take time.
A careful search left Rare Beauty with a tight but achievable timeline ahead of their highly-publicized launch date.
Noticed quickly jumped in with plans to strategize retention marketing best practices; set up the client’s Klaviyo account, flows, and database segmentation; and customize transactional emails coming from the site’s connected apps.

Technology Platforms

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What was especially great about the Noticed team is that they seemed to be really thoughtful in the recommendations they made by a combination of #1, industry best practices; #2, really understanding the market; and #3, really taking the time to understand our goals not just from a business perspective, but also a branding perspective.

- Bernice Merlini, Vice President, eCommerce & Digital Marketing for Rare Beauty

Email Marketing

Ready to Launch

Even when the clock is ticking, our team always thinks before we act. With no time to waste, Noticed expedited strategy creation as part of the pitch and onboarding process to set Rare Beauty up for success. 

Prior to launch, our to-do list included capturing subscribers, synchronizing email and SMS sends, and strategizing content that would educate and engage readers in the weeks before products dropped.

From highlighting the brand’s charitable element - the Rare Impact Fund - to teasing product previews, subscribers were kept up-to-date, in-the-know, and invested in the emerging brand.

Email Marketing

A Full-Service Experience

Rare Beauty really invested in their customer experience, bringing on software partners like Rise.ai for gift cards, Loop for seamless returns and exchanges, and Yotpo for social proof and user-generated content.

That means we weren’t the only ones sending emails on behalf of Rare Beauty. With our retention marketing team on top of Klaviyo set-up, we tasked our developers with coding the transactional emails that would come from Rare Beauty’s connected Shopify apps. We customized these emails for a cohesive brand experience and optimized them using the same email and industry best practices as we did in Klaviyo.

Email Marketing

Beauty Best Practices

All industries are not created equal. Cosmetics brands, for instance, tend to have fewer SKUs, more hesitation to buy without trying, and a growing demand for ethical and sustainable ingredients and production.

Having worked with many independent beauty companies - including brand launches - Noticed built on our past learnings by leveraging the subject matter experts on staff at Rare Beauty. We also regularly audit competitors to stay ahead of industry trends like the increasing ubiquity of SMS marketing.

Working closely as partners, the collaboration was a perfect match - just like the Rare Beauty product line.

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