Rare Beauty has introduced the Comfort Club, a digital hub dedicated to providing its community with strategies for finding comfort. The brand announced, “To celebrate the launch of our new Find Comfort Body Collection, we’re thrilled to announce the launch of the virtual Comfort Club. The virtual Comfort Club serves as a destination to explore various ways to feel good, including meditation, breathwork, self-massage techniques, AM/PM yoga routines, and a new “comfort” content series. All aimed at encouraging our global community to celebrate their individuality and find comfort in ways that resonate with them.”
“Finding comfort” is essentially the brand’s way of looking at self-care, as defined by its founder, Selena Gomez, and other members of its team. “Selena was talking about her own version of self-care and how, sometimes, it’s just … breath work for five minutes or a five-minute meditation, or it could be dinner with friends,” said Katie Welch, Rare Beauty’s CMO. “What we learned from Selena is that she just does what makes her feel good.”
Welch stressed that Rare’s version of self-care is not the idea of self-care that has been built up across media over the last few years. “It’s not this never-ending [process of] trying to do everything because you’re supposed to,” she said.
Polling Rare Beauty’s staff of around 100 people, Welch and her team came to the conclusion that the common methods of self-comfort fell into three common buckets: relaxation, movement and connection. “Relaxation” includes massage and breath work; “movement” includes yoga, dancing and stretching; and “connection” could be a movie night or a virtual meetup.
To create exclusive content for the hub, Rare Beauty has partnered with the meditation app Open, apparel brand Beyond Yoga, massage studio The Now, and creator and podcaster Alexis Barber of Too Collective. The hub launched with nine videos which live on Rare Beauty’s e-commerce site.
Each partner aligns with one of the buckets Rare Beauty defined as contributing to holistic self-comfort: Beyond Yoga for movement, Open and The Now for relaxation, and Alexis Barber and Too Collective for community. Of the partners, Welch said, “Each has like-minded values … and a warm, welcoming presence online, [and] we’ve gotten to know them over the last few years.”