Rare Beauty Ads Library
BeautyRare Beauty runs 48 active ads out of 300 total creatives across Facebook, Instagram, Messenger, Audience_network, Threads. Top format: Video. Updated 2026-03-12.
Ad Creatives Overview
Ad Format Breakdown
Based on 30 ads from Feb 10 – Mar 12, 2026
Top Rare Beauty Ads
How emotional scores work: GoMarble's AI analyzes each ad creative and scores it across 15 emotional dimensions on a 1–10 scale. These scores reflect how strongly an ad's visuals, copy, and tone are designed to trigger each emotional response in viewers. The scores below are averaged across Rare Beauty's 30-ad sample.
Emotional Profile: Video vs. Image
| Emotion | What It Measures | Video Ads | Image Ads |
|---|---|---|---|
| Esteem | Self-worth, feeling valued and attractive | 7.2/10 | 6.9/10 |
| Empowerment | Feeling capable and in control | 5.9/10 | 5.3/10 |
| Competence | Mastery, skill, capability | 5.8/10 | 4.7/10 |
| Engagement | Interest, attention, involvement | 5.7/10 | 5.3/10 |
| Curiosity | Wonder, desire to know more | 5.1/10 | 5.2/10 |
| Achievement | Accomplishment, success | 4.5/10 | 2.9/10 |
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Rare Beauty Advertising Strategy: A Deep Dive
Rare Beauty has approximately 300 tracked ad creatives with 48 currently active across Meta's ad network. Based on a 30-day sample of 30 ads, the format split is an even 50% image and 50% video — a balanced dual-format approach. Product-specific pages drive distinct format strategies: the Perfect Strokes mascara runs 67% video to showcase application and lash transformation, while the Warm Wishes powder bronzer leans 80% image to highlight shade swatches and skin-tone matching.
Rare Beauty's video ads average 26 seconds and feature UGC-style beauty creator testimonials built around four hook types: product reveals ("Rare Beauty just dropped the neutral palette we've all been waiting for"), problem-solution framings ("That's why you think the Rare Beauty blush has too much pigment. You're using too much!"), first impressions ("I got my hands on the brand new Rare Beauty Matte Bouncy Blushes"), and sensory appeals ("The best accessory you'll wear for an outfit isn't something that you can see, but it's something that you can feel"). Transcriptions frequently reference texture ("bouncy buildable putty"), pigmentation tips, and shade variety.
Rare Beauty advertises across Facebook, Instagram, Messenger, Audience Network, and Threads. Every ad in the 30-day sample uses a SHOP_NOW call-to-action, directing traffic to product pages led by Perfect Strokes mascara (6 ads), Warm Wishes bronzer (5 ads), the new collection landing page (5 ads), and the Essential Neutrals eyeshadow palette (3 ads).
Video Hook Patterns
"Rare Beauty just dropped the neutral palette we've all been waiting for..."
"That's why you think the Rare Beauty blush has too much pigment. You're using too much!"
"I got my hands on the brand new Rare Beauty Matte Bouncy Blushes. Let's put these on my cheeks!"
"The best accessory you'll wear for an outfit isn't something that you can see, but it's something that you can feel."
Ad Transcription Excerpts
"Rare Beauty just dropped the neutral palette we've all been waiting for. Eight velvety shades, five silky mattes and three sunny metallics. The shadows are super pigmented but still blend so smooth."
"That's why you think the Rare Beauty blush has too much pigment. You're using too much! It is not designed to do that, look at that you only have to use one dot it is a pigment in a bottle."
"If your regular liquid blush always ends up too pigmented or hard to blend and you want the soft natural look, these tips are going to change your life."
"This makeup is so cute, but it's missing something. You know what its missing? Blush! We need like the cute little pinky cheeks. And Rare Beauty came out with these soft pinch matte bouncy blushes."
"I got my hands on the brand new Rare Beauty Matte Bouncy Blushes. Let's put these on my cheeks! This texture is unlike anything that i've ever used, it's a bouncy buildable putty."
"The best accessory you'll wear for an outfit isn't something that you can see, but it's something that you can feel. That's why I love the new Rare Eau de Parfum."
Ad Format Strategy by Collection
| Collection | Ads | Video | Image |
|---|---|---|---|
| Perfect Strokes Mascara (Brown) | 6 | 67% | 33% |
| Warm Wishes Powder Bronzer | 5 | 20% | 80% |
| New Collection | 5 | 60% | 40% |
| Shop All | 3 | 33% | 67% |
| Essential Neutrals Palette | 3 | 67% | 33% |
Emotional Targeting by Product
| Collection | Top Emotional Drivers | Positioning |
|---|---|---|
| Perfect Strokes Mascara | Esteem (7.7), Engagement (5.7), Empowerment (5.5) | Beauty confidence |
| Warm Wishes Bronzer | Esteem (7.4), Empowerment (5.6), Curiosity (5.4) | Effortless warmth |
| Shop All | Esteem (7.3), Empowerment (6.3), Engagement (6.0) | Brand discovery |
| New Collection | Competence (6.6), Empowerment (6.4), Esteem (6.2) | Skill-building |
What makes Rare Beauty's ads effective?
Rare Beauty's ads score highest on esteem (7.0/10) emotional drivers — the highest esteem score among comparable beauty brands in our library. Video ads averaging 26 seconds feature authentic UGC beauty tutorials with unfiltered product application. One transcription reads "I got my hands on the brand new Rare Beauty Matte Bouncy Blushes. This texture is unlike anything that I've ever used, it's a bouncy buildable putty." The 100% SHOP_NOW CTA rate across all ads creates a uniform path from tutorial to purchase.
Where does Rare Beauty advertise?
Rare Beauty runs ads across five Meta placements: Facebook, Instagram, Messenger, Audience Network, and Threads. All ads in the current set appear on both Facebook and Instagram, with most extending to Messenger and Audience Network for additional reach.
How we analyze Rare Beauty's ads
GoMarble's AI continuously monitors ad creatives across Meta's Ad Library and other platforms. For each brand, we track active and inactive creatives, classify ad formats by examining actual media content (not Meta's delivery labels), and run every creative through our proprietary 15-dimension emotional scoring model.
Competitor identification uses AI-powered market analysis combining brand signals, product keywords, and category positioning. Format breakdowns are computed from a 30-day rolling sample of real ads, not platform-reported delivery formats. All transcriptions are extracted directly from video ad audio.
GoMarble breaks down any ad's hook, angle, offer, and emotional score — in seconds.
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Rare Beauty Creative Patterns & Ad Formats
Emotional Profile by Format: Across the 30-day sample, Rare Beauty's video ads score notably higher than image on competence (5.8 vs. 4.7) and achievement (4.5 vs. 2.9). This reflects the tutorial nature of video content — watching someone apply blush or mascara builds the viewer's confidence in their own ability. Image ads score comparably on curiosity (5.2 vs. 5.1) and higher on security (3.9 vs. 2.5), serving as safe, aspirational product showcases.
Landing Page × Format Strategy: Rare Beauty's format allocation maps to product demonstration needs. The Perfect Strokes mascara runs 67% video — lash volume and curl are best shown in motion. The Essential Neutrals palette also runs 67% video to demonstrate shade layering techniques. In contrast, the Warm Wishes bronzer runs 80% image, relying on skin-tone swatch photography. The new collection page splits 60% video / 40% image, using both formats to introduce multiple products simultaneously.
Video Hook Patterns: Rare Beauty's video transcriptions follow four opening strategies: (1) Product reveals — "Rare Beauty just dropped the neutral palette we've all been waiting for. Eight velvety shades, five silky mattes and three sunny metallics"; (2) Problem-solution — "That's why you think the Rare Beauty blush has too much pigment. You're using too much! You only have to use one dot"; (3) First impressions — "I got my hands on the brand new Rare Beauty Matte Bouncy Blushes. Let's put these on my cheeks!"; and (4) Sensory appeals — "The best accessory you'll wear for an outfit isn't something that you can see, but it's something that you can feel."
Emotional Targeting by Product: Rare Beauty's emotional profile shifts across its product line. Perfect Strokes mascara ads score highest on esteem (7.7/10) — beauty confidence messaging. Warm Wishes bronzer scores 7.4/10 on esteem with elevated curiosity (5.4/10) — effortless warmth positioning. The new collection page leads on competence (6.6/10) and empowerment (6.4/10) — skill-building messaging that helps viewers feel capable of recreating looks. The shop-all page scores highest on empowerment (6.3/10) and engagement (6.0/10) — broad brand discovery.
Platform-by-Platform Breakdown
Facebook: All 30 ads in the 30-day sample appear on Facebook. Rare Beauty runs both product-specific ads (mascara, bronzer, blush) and collection launches on Facebook, all with SHOP_NOW CTAs directing to rarebeauty.com and sephora.com product pages.
Instagram: All ads also appear on Instagram, making it a co-primary platform alongside Facebook. Rare Beauty's UGC video content — featuring beauty creators applying products — aligns with Instagram's visual-first format and creator culture.
Messenger & Audience Network: The majority of Rare Beauty's ads extend to Messenger and Audience Network for incremental reach. These placements use the same creative as the primary platforms without separate production.
Threads: Rare Beauty's ads also appear on Threads, distributing across all available Meta placements. The brand's broad platform coverage maximizes reach without requiring platform-specific creative.
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Esteem dominates at 7.0/10: Rare Beauty's ads score highest on esteem across the sample, reflecting creative that makes viewers feel beautiful and valued — central to the brand's 'makeup made to feel good in' positioning.
Even 50/50 format split: Based on a 30-day sample, Rare Beauty uses exactly 50% video and 50% image, deploying each format based on product demonstration needs.
UGC tutorials average 26 seconds: Video ads feature beauty creators with authentic application demos, frequently highlighting texture ("bouncy buildable putty") and pigmentation tips.
100% SHOP_NOW CTA rate: Every ad in the sample uses SHOP_NOW, creating a uniform conversion path from tutorial content to product purchase.
Competence spikes in video: Video ads score 5.8/10 on competence vs. 4.7/10 for image, reflecting the skill-building nature of tutorial content that helps viewers feel capable.
Product-specific format allocation: Mascara and palette ads run 67% video for application demos, while bronzer ads run 80% image for shade swatching.
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Frequently Asked Questions
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Lovingly assembled by GoMarble's AI — which analyzed 300 Rare Beauty creatives so you didn't have to. Tracking 1.5M+ ads across 80+ countries. Last updated: 2026-03-12.