Scaling Without Losing Spirit

In a time where consumers recognize lack of authenticity from brands quickly, there are a few beauty brands that are notable for expanding their reach and lines. These certain beauty brands have remained true to their original purpose while simultaneously growing and attaining success.

Selena Gomez, founder of Rare Beauty, built the brand’s identity with focus on redefining beauty norms and highlighting the importance of prioritizing mental health.The brand quickly rose to success and is now valued at $2 billion. The financial gains created the opportunity for investment in mental health access and education for the

youth through the brand’s social impact arm known as the Rare Impact Fund. The mission is to destigmatize

conversations regarding mental health wellness. One percent

of all sales support Rare Beauty’s founding mission for its products and brand.

The Ordinary brand positioned itself as one where “transparent science meets affordability”. As

the organization scaled its business into new categories, The Ordinary continued to share lab

stories, product ingredients, and the people playing a part in the brand. Consumers experienced

involvement in the evolution of the brand because of the brand’s intentional transparency

regarding product formulation.

Fenty Beauty’s initial introduction to the beauty world with 40 foundation shades has positioned

the brand as innovative and a challenger of market norms. Fenty Beauty found purpose where

there was a void of diverse products and inclusive representation in the industry. The brand’s

focus on inclusivity paved the way for product expansion into skincare, makeup tools, and

collaborations for all skin tones. Fenty Beauty has continued to successfully develop while

staying aligned with its founding practices and beliefs.

It is apparent how sustainable growth can be when it magnifies brand purpose. Brands do not

benefit from diluting their roots; they should always nourish them and lean into the originality

roots provide. There is proven success through scaling businesses with the original brand

purpose appearing evident in every new product, channel, or campaign.