The Work

Sephora partnered with us to launch Rare Beauty’s Positive Light collection from Selena Gomez’s wellness-forward brand. The audience was Gen Z and Millennial beauty consumers who value authenticity and expect brands to stand for more than aesthetics.

I developed messaging across email, push, and SMS that stayed true to Rare Beauty’s positioning around beauty as self-care, while aligning with Sephora’s digitally native voice. The goal was to cut through launch fatigue with clarity, cultural fluency, and a tone that felt grounded rather than performative.