News
CMO Ashley Murphy breaks down the brand’s organic marketing playbook and how a viral ‘Off Campus’ moment starring Ella Bright sparked a 3-week campaign sprint.
by Ivy Chan & Cecilia Garzella July 22 2026
For six years, Rare Beauty has built a multihundred-million-dollar global empire using a marketing playbook that avoided a standard industry tactic: signing a roster of celebrity brand ambassadors. While founder Selena Gomez served as the sole face and creative heartbeat of the company, the brand relied primarily on community building, viral product performance and inclusive mental health awareness.
That strategy evolved with the launch of the Made You Blush campaign — starring American-British actress Ella Bright, breakout lead of Prime Video’s hit rom-com series Off Campus. The partnership marks Rare Beauty’s first official brand ambassador deal. But rather than signing a traditional, cold-outreach celebrity endorsement, the brand turned an organic internet conversation into a campaign in just three weeks.
