Creating The Essential Rare Beauty Experience

I focused on positioning the site as the primary touchpoint for consumers to experience the brand identity and voice. Creating a consistent consumer experience from discovery to checkout while providing a platform where Rare Beauty’s products, philosophies, and community can evolve and grow over time was a primary digital goal.

The digital strategy pillars for the site revolved around creating the essential Rare Beauty experience by seamlessly blending commerce, content and community. Designing a useful and engaging shade finder experience and designing a bullet-proof site for launch that’s scalable for growth. The brand is giving fans the opportunity to join a community call—an invitation to share their stories in what makes them “rare”—bringing together a selection of people to join the mission of the brand, getting early access to product, more importantly building a community.

Visual Tone of Voice & The Brand Pillars

In this concept, the treatment of product photography shot on top of smooshes that break outside of a perfect circle was inspired by the Japanese philosophy of Wabi-sabi, which focuses on discovering the beauty in imperfection. Rare Beauty aims to find beauty in what society considers imperfect—celebrating individualism and highlighting what makes each of us unique.

The idea is to have Rare Beauty own the “imperfect circle” as a design element. Using these imperfect swatches throughout to represent the beauty in life’s imperfections. With rounded edges and soft curves throughout the designs, inspiration was taken from Selena’s humility and femininity.

HOMEPAGE: Desktop & Mobile

Designing a site framework that’s bullet-proof for launch and scaleable for growth

Keeping the front-end engaging but technically light and nimble in terms of coding was a goal while I was worked through the concept and design phases and being able to identify critical features for launch (such as: shoppable social).