← Rare Hair
The launch FAQ, the website and email plan, and the launch event.
Owned Media
The Approach
Owned channels carry the education load — the detail that earns trust but is too long for a paid placement or a press hit. Every asset here is built to explain the tactile system plainly and to make the accessibility claim verifiable rather than aspirational.
Owned Media
Launch FAQ
- What is Rare Hair?
- An accessible hair care line designed for blind, low-vision, and mobility-challenged users. The collection features tactile ridged bottles identifiable by touch and ergonomic pumps for easier use: Hydrating Shampoo (vertical ridges), Nourishing Conditioner (horizontal ridges), and Styling Cream (diagonal ridges). All formulas are vegan, cruelty-free, sulfate- and paraben-free, and suitable for all hair types.
- How does Rare Hair reflect Rare Beauty's mission?
- It extends the brand's core mission of inclusivity beyond makeup. Just as Rare Beauty's original cosmetics were designed with easy-to-grip caps for users with dexterity challenges, Rare Hair's tactile and ergonomic design ensures hair care can be navigated by touch alone.
- Why did Rare Beauty create Rare Hair?
- Founder Selena Gomez and the Rare Beauty team recognised a gap in the hair care market for people with disabilities or vision impairments, and developed the line to meet those needs while maintaining the brand's commitment to innovation and emotional connection.
- When and where will it be available?
- The collection launches September 2025 in the United States — with select international rollouts planned for early 2026 — via RareBeauty.com, Sephora, and select retail partners.
Owned Media
Channel Plan
Website
- Landing page with accessibility explanation and tactile design guides
- Close-up visuals with full alt text; founder letter on accessible beauty
Email marketing
- Launch announcement, accessibility education series, product highlights and user stories
Blog & Rare Impact Fund
- Articles on inclusive design; spotlights on blind and low-vision collaborators
- Behind-the-scenes on designing the tactile bottles
- Alignment with the Rare Impact Fund's mental health and empowerment mission
Experiential
- Launch event at the Beverly Hills Hotel with influencers of all abilities trialling tactile bottles
- Founder speech, press kits, fact sheets, and tactile sample cards
Retail partnerships
- Sephora product descriptions with accessibility call-outs and educational visuals
Creative
The Work
