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What happens when a celebrity brand actually stands for something?

In this episode of Behind the Brand by Ascendants, host Sarvangi Shah explores how Selena Gomez’s Rare Beauty broke the beauty industry mould—not just by selling makeup, but by starting a movement rooted in self-acceptance and mental health.

From battling body-shaming to pledging ₹100+ crore to mental health causes, Rare Beauty isn’t just another celebrity vanity project. It’s a purpose-driven brand that scaled to ₹3,000 crore+ in just 3 years, without chasing perfection.

🔍 Inside this episode:
– The emotional story behind Rare Beauty’s mission
– Why its positioning redefined beauty standards
– How it reached $400M+ revenue by leading with impact
– The ₹800 crore mental health pledge that changed everything

👉 Don’t just buy the hype understand the why.
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