How Rare Beauty's Joyce Kim Develops the Brand's Viral Products – Latest Fashion Trends & Style Tips March 26, 2025 at 05:30PM
📰 How Rare Beauty's Joyce Kim Develops the Brand's Viral Products
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Photo: Courtesy of Rare Beauty
Watch the full conversation between Joyce Kim and Fashionista Staff Writer and Social Media Manager Brooke Frischer on The Fashionista Network.
Not many industry execs can say they work alongside a celebrity — product developer Joyce Kim is one of those lucky few.
As chief product officer of Rare Beauty, Kim has worked side-by-side with Selena Gomez to grow the beauty brand into an industry and consumer favorite. And she emphasized that the singer and entrepreneur isn't just a marketing face, but a collaborative leader.
"At the end of the day, [Gomez] is the best," Kim told Brooke Frischer on The Fashionista Network. (Watch it here!) "She's exactly how you would imagine her to be — approachable, honest, so kind and so collaborative." She further described Gomez as someone who's "open to feedback" and knows when to take a step back and let each team member lead in their area of expertise.
Kim's been with the company since its launch in 2020 and shared how important it was they establish a brand ethos based on Gomez's authenticity. It's why the company in mental health advocacy and providing resources for underprivileged communities.
"She was always someone about acceptance and inclusion," Kim said. "At that time, I think that was refreshing. There weren't people talking about those things in the beauty space. It was an opportunity for us of being, like, that's the white space, which is already so organic to her, and that can be translated in so many ways across product."
Today, Kim oversees Rare Beauty's product development process including formulation and packaging. One of the company's most beloved products that she's had a hand in is the Soft Pinch Liquid Blush, the popularity of which surprised her, and which was actually the result of a last-minute change.
"We actually reduced the pigmentation load on this blush, like, literally two weeks before it was going into production by 25%, because we were [...] getting samples off the line and it was so intense. We needed to tone it down," she revealed.
Over time, the brand has perfected the blush's blendability while offering bold, pigmented colors that work on darker skin tones (which is an ongoing inclusivity issue in the beauty space). In the full interview, Kim also discussed social media's role in platforming the brand, using customer feedback to create better products and Rare's newest blush innovation.
As for what the future holds for Rare Beauty? Maybe a body-care line? "The world is our oyster," she said. "Never say never. There's always opportunity there [..] but we're very mindful of organic growth and authenticity. We would work on these things where it made the most sense for the brand and for what Selena stands for."
Watch the full interview here.
This conversation was hosted on The Fashionista Network powered by interactive media platform Fireside, where viewers get the chance to participate and speak directly with industry figures. Learn more about The Fashionista Network here.
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