Rare Beauty, the mission-driven beauty brand founded by Selena Gomez, tapped
Confidant to help distinguish it from other
celebrity beauty brands by changing the
narrative of the beauty industry.
Announcing the brand just before 

COVID-19, Confidant strategically engaged

media to announce key brand moments
leading up to the product launch to ensure that
the brand’s mental health narrative was woven
into stories before and after the products
became available.
Confidant targeted business, health, lifestyle,
beauty and entertainment media to announce
The Rare Impact Fund which seeks to raise
$100 million over ten years and aims to reduce
the stigma associated with mental health.