Rare Beauty launches "I See You" campaign to celebrate Black History Month: All to know

February is annually observed as Black History Month in the United States. This day is also known as African-American History Month as it honors the contributions of African Americans throughout U.S. history.

Many brands like Rare Beauty have teamed up to celebrate it in their unique ways. Taking the tradition forward, the beauty brand has launched the “I See You” campaign which celebrates “the power of recognition and self-expression,” as per its Instagram post.

The post shared on February 13, 2025, further states, “For this campaign, our community came together to uplift and embrace one another in all our beauty.” Mentioning the purpose behind the launch it added, “I See You is a tribute to the beauty of friendship, connection, and the strength of Black women. To be truly loved is to be seen—every single day.”

Launched by Selena Gomez's brand, the initiative highlights the stories of influential Black figures, reinforcing the need for inclusivity and diversity. The campaign has so far received a positive response from fans.

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Discussing the clips shared in honor of Black History Month by Rare Beauty

The other clip shared by Rare Beauty on its social media page features individuals sharing their personal stories and experiences. Through their stories, they describe their love and understanding for each other embracing them for who they are as an individual. They aim to uplift each other through motivational lines.

It solely features black women who are seen smiling for the camera and posing in their own way. The campaign has been shot by McKayla Chandler and Nia Harris is the director as per a report in HypeBae.

According to a press statement released by the brand,

“‘I See You’ focuses on how we see Black women in their wholeness – from the perspective of other Black women and through the literal lens of a Black woman via portrait photography.”

The statement further added that,

“It’s an open invitation for Black women in the Rare Beauty community to see and celebrate themselves.”

This month offers a perfect opportunity to celebrate the black culture. According to a report in Woman’s World, the U.S. Small Business Administration noted that, as of February 2024, “Black business owners own 3.5 million businesses and employ more than 1.2 million people.” Plus, their total sales accumulate to $217.3 billion.

Recently, Rare Beauty launched a Soft Pinch Liquid Contour which is a weightless and easy-to-blend contour designed to define your facial features. Content Creator Melina Berry was chosen by the brand to promote the new product. It is available for $28 at Sephora.

Jessica White, VP of PR and influencer marketing explained how Berry was the right choice for the campaign, according to a report in Glossy, she said,

“Not only does her energy translate from the screen — when you watch her, she’s so infectious, you can feel her energy — but it’s [also apparent] in person. She really embodies the Rare ethos.”

Rare Beauty has launched shades that cater to Black women and a variety of other skin tones. The brand’s Soft Pinch Liquid Blush line includes 13 shades, with a focus on inclusivity and representation. These shades range from deep berry and true red to muted peach and soft neutral pink.