Rare Beauty introduces digital hub to comfort its community

On the heels of its December 11 entry into fragrance and body care, Rare Beauty has more newness up its sleeve — but this time, it’s not for sale.

On January 10, Rare Beauty introduced the Comfort Club, a digital hub dedicated to providing its community with strategies for finding comfort. Since before its inception in September 2020, the brand has talked about and fundraised for mental health. Its nonprofit arm, the Rare Impact Fund, has raised more than $12 million since July 2020.

In December, the brand primarily focused on promoting its new products: an aromatherapy pen, a body and hair fragrance mist, a hand cream, and a body cream. The corresponding campaign focused on the “unique sensory profiles” of the products, said Katie Welch, Rare Beauty’s CMO. After the launch, the brand came up with the idea of the digital hub as a way to continue the conversation with its community.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.