This report identifies and analyzes the top competitors to Rare Beauty, focusing on consumer sentiment, brand alignment, and market overlap. Our analysis, utilizing a proprietary Total Competitive Index (TCI), concludes that Fenty Beauty and e.l.f. Cosmetics are the two most significant competitors, albeit for different reasons.
Fenty Beauty is the primary competitor in the prestige celebrity brand space, scoring highest on market overlap and direct competition. e.l.f. Cosmetics is the strongest competitor in terms of Gen Z consumer sentiment and viral marketing effectiveness, posing a significant threat in the mass market and social media sphere.
The analysis highlights that Rare Beauty’s success is deeply rooted in its mission driven brand identity and mental health advocacy, which provides a strong defense against competitors who primarily focus on product or aesthetic alone.
1. Rare Beauty’s Brand Profile and Positioning
Rare Beauty, founded by Selena Gomez, has successfully positioned itself as a mission first beauty brand. Its core philosophy centers on authenticity, inclusivity, and mental health advocacy. The brand’s target market is primarily Gen Z, a demographic that prioritizes values driven consumption and social responsibility.
Rare Beauty’s products, such as the viral Soft Pinch Liquid Blush, are designed for an “effortless” or “no makeup” makeup look, appealing to consumers who seek to enhance their natural features rather than conceal them. The brand’s commitment to the Rare Impact Fund, which receives one percent of all sales to expand access to mental health services, is a key differentiator that fosters a deep emotional connection with its audience .
2. Methodology: Total Competitive Index (TCI)
To move beyond simple sales figures, we developed a multi dimensional scoring framework to assess the competitive landscape. The Total Competitive Index (TCI) is a weighted average of three core pillars: Consumer Sentiment, Brand Alignment, and Market Overlap.
| Pillar | Description | Weight |
| Consumer Sentiment Index (CSI) | Measures emotional connection, authenticity, and mission resonance with the target audience. | 40% |
| Brand Alignment Matrix (BAM) | Evaluates how closely a brand’s core identity (product philosophy, aesthetic) matches Rare Beauty’s. | 30% |
| Market Overlap Factor (MOF) | Determines the directness of competition based on target demographics, price point, and distribution channels. | 30% |
This weighting emphasizes the importance of consumer sentiment (40%), as Rare Beauty’s success is largely attributed to its emotional and values based connection with Gen Z consumers.
3. Competitive Analysis and Findings
The following table presents the scoring and final TCI for Rare Beauty’s four most significant competitors: Fenty Beauty, e.l.f. Cosmetics, Glossier, and Rhode Skin.
Total Competitive Index (TCI) Ranking
| Rank | Brand | CSI (40%) | BAM (30%) | MOF (30%) | TCI Score | Primary Competitive Threat |
| 1 | Fenty Beauty | 8 | 6 | 9 | 7.7 | Direct Prestige & Inclusivity |
| 2 | e.l.f. Cosmetics | 9 | 5 | 8 | 7.5 | Mass Market & Viral Trends |
| 3 | Glossier | 6 | 8 | 6 | 6.6 | Brand Vibe & Effortless Aesthetic |
| 4 | Rhode Skin | 7 | 7 | 5 | 6.4 | Minimalist Aesthetic & Skincare |
Detailed Competitor Profiles
Top Competitor: Fenty Beauty (TCI: 7.7)
Fenty Beauty, founded by Rihanna, is the most direct competitor in the celebrity backed, prestige makeup category.
- Consumer Sentiment: Fenty is viewed as the gold standard for inclusivity and high performance products. While Rare Beauty excels in emotional connection, Fenty is trusted for its product efficacy and pioneering 50 shade foundation range.
- Brand Alignment: Fenty’s focus on full glam and high coverage products contrasts with Rare Beauty’s “natural” look. This difference in product philosophy is the main factor preventing a higher BAM score.
- Market Overlap: The overlap is high (MOF: 9) due to shared prestige distribution (Sephora) and a common target of diverse, values driven consumers.
Second Competitor: e.l.f. Cosmetics (TCI: 7.5)
e.l.f. Cosmetics is a powerful competitor from the mass market segment, leveraging viral marketing to capture the Gen Z audience.
- Consumer Sentiment: e.l.f. scores exceptionally high (CSI: 9) due to its unbeatable value proposition and its mastery of TikTok driven trends. It is perceived as the “brand of the people” and the “dupe king,” making high end trends accessible.
- Brand Alignment: The alignment is lower (BAM: 5) as e.l.f. is a mass market brand without the same mission driven focus as Rare Beauty. Its strategy is primarily trend following and value based.
- Market Overlap: The overlap is strong (MOF: 8) because both brands effectively capture the same Gen Z consumer through social media, despite the difference in price point and distribution.
Closest Alternative (Aesthetic): Glossier (TCI: 6.6)
Glossier is the closest alternative in terms of aesthetic and product philosophy, championing the “skin first, makeup second” and “effortless beauty” look that Rare Beauty also promotes.
- Brand Alignment: Glossier scores highest (BAM: 8) for its philosophical alignment with the “no makeup” aesthetic.
- Competitive Threat: Its threat is mitigated by lower recent consumer sentiment and a less direct market overlap, as its hype has been somewhat eclipsed by newer, more mission driven brands like Rare Beauty.
Closest Alternative (Target Market): Rhode Skin (TCI: 6.4)
Rhode Skin, founded by Hailey Bieber, is a significant competitor for the Gen Z consumer who values the minimalist, “clean girl” aesthetic.
- Market Overlap: The overlap is lowest (MOF: 5) because Rhode is primarily a skincare brand, whereas Rare Beauty is makeup focused.
- Competitive Threat: Rhode’s primary threat is its ability to capture the aesthetic and status driven segment of Gen Z. Consumers who buy into the “Hailey Bieber lifestyle” may be less receptive to Rare Beauty’s more vulnerable, mental health focused messaging.
Conclusion
The top competitors to Rare Beauty are Fenty Beauty and e.l.f. Cosmetics.
- Fenty Beauty is the most direct threat to Rare Beauty’s market share in the prestige category, competing on the crucial pillar of inclusivity.
- e.l.f. Cosmetics is the most potent threat to Rare Beauty’s Gen Z engagement and viral marketing dominance, competing on accessibility and trend responsiveness.
To maintain its competitive edge, Rare Beauty must continue to deepen its investment in its mission driven identity and the Rare Impact Fund, as this is the most significant factor that differentiates it from both its prestige and mass-market rivals.
