Rare Beauty launched in 34 countries in lower than two years.

“Once I say that, it’s hard to imagine,” said chief sales officer Kim Magee.

With Sephora as its retail partner (and Space NK within the U.K.), the Southern California brand is now present in 36 countries. First got here North America, within the U.S., Canada and Mexico, then Europe in any respect Sephora locations online, and in brick-and-mortar shops in France, Spain and Germany. The Asia-Pacific area was next, followed by the Middle East, U.K. and Brazil.

“Early on, we decided to take one step at a time,” explained chief executive officer Scott Friedman. “So we focused on North America, in Sephora specifically. But based upon our conversations with their team mainly and the best way we work together, we realized that Sephora was the one that might take the learnings and the brand DNA that we’re developing and help us launch globally, particularly once they created the worldwide team in San Francisco to make use of those best learnings and help North American brands navigate the nuances of their international markets. So once that happened, we were all in and that’s how we decided we were going to launch globally.”

“We might work with [Sephora’s] support global team and the local teams to plan out a launch strategy,” added Magee.

Probably the most recent launch was in India on June 15, a big market and one with great potential as Rare Beauty’s second-largest first-week launch after the U.S. Demand was already there; prior to launch, India was the brand’s second-largest audience on Instagram after the U.S., said Magee.

When brand founder and star Selena Gomez revealed the Sephora India launch in a playful Instagram video on June 1, it got greater than 1 million likes on Rare Beauty’s account (which has 6 million followers). It’s the brand’s number-two most viewed and number-one most liked post on the platform. Doubling the motion, that very same day Gomez was seen in one other video announcement with beauty influencer Mrunal Panchal, which has nearly 12 million views and greater than 1.5 million likes and counting on Panchal’s page.

“That was by far our most engaged post we’ve ever had as an organization,” said Magee.

In India, echoing other markets, consumers have been who the brand expected: largely an equal amount of Gen Z and Millennial shoppers.

“I do know that Sephora speaks about that, how we’re bringing that Gen Z client into Sephora and growing that community for them and for us,” said Magee.

Together with the U.S., essentially the most successful markets have been Canada, France and Australia.

“We’re really leaning in and specializing in those, and so they’re doing very, thoroughly for us,” said Magee.

The largest learning because the brand expands globally is forecasting, they echoed. Items — with Soft Pinch Liquid Blush because the hero, followed by Soft Pinch Tinted Lip Oil, Positive Light Liquid Luminizer Highlight, Perfect Strokes Universal Volumizing Mascara and Warm Wishes Effortless Bronzer Stick — are selling out faster than expected.

“It’s very difficult to forecast what’s going to occur…We’ve been attempting to sustain with demand,” said Magee. “And as we’re getting them back in stock, now we’re beginning to slowly see what the true potential is because now we have yet to see our baseline. I can let you know our last 4 weeks have been the most important weeks we’ve ever had.”

“By loads,” chimed in Friedman.

“We’re a top brand in each region online,” added Magee. “Due to a few of our out-of-stocks, we over-index by sending the inventory to the dotcom. In order that is showing what the potential of the brand is by seeing that we’re the top-performing brand in all regions online.”

Rooted within the brand DNA is Rare Beauty’s mission to affect with its Rare Impact Fund — the brand’s nonprofit affiliate working to expand mental health awareness and services, particularly in underserved communities (with one percent of all Rare Beauty sales going to the fund). As revealed on Thursday, in India, the brand has partnered with organizations Kolkata Sanved and Labhya, which share the mission of “expanding access to mental health resources and education for young people.”

Gomez is the face at the middle of the mission, sharing the message and latest product launches because the brand grows. Her fans are global, with 427 million on Instagram and 59 million on TikTok, and so they’ve been wanting to access Rare Beauty goods.

“Once we were on the Brazil launch, the influencers and the community, they knew all the things concerning the brand before we were there,” said Friedman.

“They care concerning the same things,” he added, of world shoppers. “To me, it’s a testament to the brand…That helps us lean into the identical content, and it helps us train beauty advisers, also.”

“When Selena is talking a few product, everybody wins, since it’s the entire synchronized message,” said Magee. “It’s a 360 strategy around the globe. And that’s where Sephora has set us as much as have the ability to try this globally. It’s really powerful.”

“So aside from supply chain, it’s much easier while you do all the things at the identical time,” added Friedman. “There’s different lead times for various markets so it creates some healthy stress on our team.”

Of future plans, he said: “The truth is we still have tremendous room to grow. Inside our current Sephora partnership, we’re adding space inside existing doors and shall be part of latest door growth in existing markets. But the prevailing space will allow us so as to add so many exciting latest product collections. We don’t need to get ahead of ourselves. In some unspecified time in the future, we’ll be focused on other possible partners but immediately we’re focused on really leaning into what’s working, and it’s working.”