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Rare Beauty is taking its first swing at fine fragrance — and it’s hard to miss, especially if you’ve walked past a scratch-and-sniff billboard in lower Manhattan this past weekend.
Rare Eau de Parfum, which landed Aug. 7 at Sephora and the brand’s website, leans warm and spicy –with notes of pink pepper, caramel, vanilla and sandalwood — packaged in a rounded, accessibility-minded bottle that aligns with the Rare’s ethical design ethos. It’s the first time Rare has ventured into a new category since its 2020 debut.
NEW RELEASE
Rare Eau de Parfum
The rollout skipped the usual quiet shelf drop in favor of a street-level marketing push. Scratch-and-sniff billboards appeared in SoHo, along Canal Street and on the High Line, each embedded with QR codes linking to free samples. The campaign pulled in passersby and clocked millions of views online within days, according to the brand.
Rare’s expansion comes as the celebrity fragrance sector experiences a second wind, with launches from Ariana Grande, Billie Eilish and Rihanna finding both commercial success and critical approval within the past two years. The category’s competitive landscape is still largely ruled by heritage houses like Dior and Chanel, but Rare’s pop appeal and affordable price point give it an edge in a saturated market.
Gomez officially became a billionaire, according to a Bloomberg report, thanks to the success of Rare Beauty, which the 35 year-old singer and actor launched in 2019. She is estimated to be worth $1.3 billion, making her one of the country’s youngest women with a 10-figure fortune. The publication determined a “vast bulk” of her net worth is attached to the success of her Rare Beauty makeup and cosmetics brand (which is available in the United States, Canada, and Mexico).
Shop Rare Beauy’s first fragrance launch and more of their bestselling products on Sephora.
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