Beauty Brands with the Best Marketing of 2024

Introduction

In the dynamic world of beauty marketing, 2024 has witnessed the emergence of groundbreaking strategies that have captivated audiences worldwide.

From leveraging the power of celebrity influence to championing inclusivity and sustainability, beauty brands have embraced innovative approaches to engage consumers like never before.

In this article, we delve into the realm of beauty brands with the most impactful marketing campaigns of 2024, exploring how they have reshaped industry standards and redefined the beauty landscape.

From Rare Beauty’s commitment to mental health advocacy to Fenty Beauty’s trailblazing inclusivity, each brand showcased here has carved out its unique niche, leaving an indelible mark on the ever-evolving world of beauty.

Join us as we unravel the stories behind these remarkable marketing triumphs and discover what sets these brands apart in an increasingly competitive market.

Rare Beauty

7.4M Followers on Instagram & 3.9M Followers on TikTok

When Rare Beauty hit the market in February 2019, it immediately caught the attention of beauty enthusiasts for several reasons.

Not only did its packaging cater to individuals with disabilities, but its founder, the versatile Selena Gomez, brought significant influence to the brand. With such thoughtful design and a powerhouse figure behind it, the success of this company seemed all but inevitable.

While one would think Gomez being the face of the brand is what would capture consumers’ attention it happened to be the impact of the brand overall.

One of Rare Beauty’s standout products is their Soft Pinch Liquid Blush, which quickly gained viral status online. Consumers started reviewing the product with the claim of its high pigment and posting their first impressions online…often resulting in a little too much blush.

What many didn’t realize was that with each purchase, they were contributing to the Rare Impact Fund, a social initiative dedicated to supporting mental health causes.

Makeup enthusiasts soon discovered that Rare Beauty didn’t just make them feel good on the outside, but works on healing them on the inside as well.

Having an entire brand advocating for mental health sets Rare apart from any other makeup brand on the market. In a recent interview with Time Magazine, Selena Gomez stated “That’s what makes me most proud, when I’m able to have something like Rare or a single that people can relate to, I get so much joy when people say, ‘Hey, that helped me through a difficult time.’’

Rare is unique in its conception making it entirely…Rare.

Fenty Beauty

12.9M Followers on Instagram & 2.9M Followers on TikTok

Spearheaded by the superstar and philanthropist Rhinana, Fenty Beauty like Rare was given a following from the start. However just because a brand has a celebrity as its face doesn’t mean its marketing is enough to make it strong.

Look at Haus Labs for example. The brand was originally an Amazon exclusive with very little marketing and brand awareness despite its founder being the world-famous Lady Gaga.

What sets Fenty apart is their branding.

Rihanna’s brand, Savage x Fenty, soared to new heights of awareness when they began collaborating with influencers to showcase their lingerie line. These influencers were not just endorsers but brand ambassadors, deeply involved in modeling Savage x Fenty’s products.

Their influence extended beyond lingerie as they were tapped to model Fenty’s groundbreaking foundation drop, which set a record for the most inclusive shade range in makeup history. Fenty Beauty has not only revolutionized influencer marketing but has consistently championed inclusivity, setting them apart from countless other beauty brands.

With their commitment to individuality and inclusivity, Fenty has garnered a massive following, making them one of the most influential beauty brands today.

Rhode Skin

1.6M Followers on Instagram & 718.5k Followers on TikTok

Ah!! Yes, we are mentioning both Selena Gomez and Hailey Bieber’s brands in the same article because both have amazing marketing and need to be talked about.

Rhode has had a few viral videos using their revolutionary skin-glazing milk which we talked about here.

But the thing that really sets them apart is their recent phone case drop. Now we know what you’re thinking, “what does a phone case have to do with beauty products?’’

The second product from Rhode that really got the internet talking was their peptide lip treatments. It is a perfect product to launch since beauty brands are gravitating towards “clean-girl” style makeup which Hailey Beiber is essentially the face of.

The Rhode phone case was specifically designed to hold these lip treatments solving one of women’s many problems….losing our lip balms.

Not only was this the first phone case of its kind, it gives Rhode the opportunity for endless marketing. Individuals who purchase the phone case and take pictures with the phone case visible are freely promoting the product inside and the case since being branded with their logo.

All we have to say is good on the Rhode marketing team, this was an +A move.

e.l.f Cosmetics

7.1M Followers on Instagram & 1.6M Followers on TikTok

e.l.f Cosmetics (eyes lips face) has been producing inexpensive beauty products since 2004.
With just 13 makeup products at launch, the brand has since expanded to over 300 products, including brushes, mascara, eyeliners, lipsticks, glosses, skin care products, and many more.

Sounds like your typical makeup brand, so what makes their marketing so unique? One word, dupes.

Dupes, also known as duplicates, are essentially the beauty industry’s equivalent of a knock-off designer purse you might spot on the streets of NYC. They offer a more affordable alternative to high-end products, providing budget-conscious consumers with access to similar quality and without breaking the bank.
Elf set out to revolutionize the drugstore makeup landscape, encouraging consumers to embrace affordable cosmetics. Recognizing the growing preference among Gen Z for budget-friendly makeup, Elf started “duping” major high-end makeup brands such as Charlotte Tilbury, Dior, Hourglass, and more. This highlights that certain drugstore brands offer you the same if not better quality makeup.

Conclusion

It’s evident that innovation, inclusivity, and authenticity have been the driving forces behind their success.

From Rare Beauty’s fusion of thoughtful design and social impact to Fenty Beauty’s unwavering commitment to diversity, each brand has reshaped traditional marketing paradigms and set new benchmarks for industry excellence.

Rhode Skin’s ingenious integration of skincare with lifestyle products and e.l.f Cosmetics‘ disruptive approach to affordability and quality have further enriched the beauty landscape, offering consumers an array of choices that resonate with their values and aspirations.

As we look ahead, one thing remains certain: the beauty industry will continue to evolve, propelled by creativity, ingenuity, and a relentless pursuit of authenticity.

So here’s to the trailblazers and visionaries who dare to challenge conventions and redefine beauty standards, shaping a future where every individual feels seen, heard, and empowered.