Bloom is now Rainbrand

(Brand guidelines) // Beauty and personal care

Rare Beauty brand
guidelines

Rare Beauty’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from rarebeauty.com.

Download the Brand Skill
Rare Beauty wordmark
  • Deep berry#6F0936
  • Berry#80294E
  • Warm off-white#FDFBF8
  • Dark ink#000914

About Rare Beauty

Rare Beauty makes makeup and fragrance that celebrate individuality and self-acceptance. Its beauty products, community spaces, and Rare Impact initiative express a welcoming, feel-good approach that supports mental well-being and encourages people to feel comfortable being themselves.

Use Rare Beauty’s own wordmark and R monogram as its identity marks. Keep their artwork intact and use a mark suited to the space.

Rare Beauty colors

  • Deep berry

    Signature color and accents

    HEX
    RGB

  • Berry

    Supporting brand color

    HEX
    RGB

  • Warm off-white

    Page background

    HEX
    RGB

  • Dark ink

    Text

    HEX
    RGB

  • White

    Brand neutral

    HEX
    RGB

Rare Beauty fonts

  • Neue Haas Unica

    Primary heading · 700, Body · 400, Secondary heading · 400

  • Ogg

    Editorial heading · 400

  • Rare Script

    Accent words

Font names only. The Brand Skill download doesn’t include font files.

Rare Beauty’s voice

Write with warmth, optimism, and an inclusive, affirming tone. Center individuality and self-acceptance rather than perfection. Make beauty feel personal and approachable; explain product benefits in clear, sensory language, and let mental well-being messaging remain supportive and human.

Rare Beauty’s own phrasing shows the balance of purpose and ease to aim for: “because Rare Beauty is not about being someone else, but being who you are”; “We believe in the beauty of imperfections”; and “Bright, blooming, and full of possibility.”

In product copy, combine vivid sensory detail with practical clarity. For example: “A little goes a long way!” and “Wear it solo or pair it with our Fragrance Layering Balms for a scent that’s customized to your mood, your moment.”

  • “because Rare Beauty is not about being someone else, but being who you are”
  • “We believe in the beauty of imperfections”
  • “Bright, blooming, and full of possibility”
  • “A little goes a long way!”

Dos and don’ts

Do

  • Celebrate individuality, self-acceptance, and the freedom to express yourself.
  • Use warm, encouraging language that feels personal and welcoming.
  • Describe products with specific sensory details and straightforward, useful information.
  • Reflect the brand’s inclusive intent and its commitment to mental well-being.
  • Keep the visual identity restrained and polished: use the brand’s own marks, its berry-led palette, and its type families.

Don’t

  • Don’t frame beauty as perfection, concealment, or becoming someone else.
  • Don’t use language that pressures people to follow one prescribed makeup routine or look.
  • Don’t make mental health feel like a sales gimmick; keep it thoughtful and supportive.
  • Don’t alter the brand’s marks or recolor the wordmark outside its berry and neutral palette.

More from the Brand Skill

Campaign and set imagery

The brand’s campaign imagery combines product storytelling with people, makeup application, and designed sets. Seasonal product sets use coordinated packaging, styled flat lays, shade detail, and step-by-step application imagery.

Fragrance imagery

Rare Beauty fragrance imagery shows sculptural bottles and portable formats alongside the notes and materials that tell each scent story. Product galleries pair clear packaging views with ingredient still lifes, lifestyle moments, and coordinated layering products.

The fragrance layering balm range uses compact tubes and scent-specific color and ingredient cues. Keep the balm, perfume, and their scent notes legible when composing a pairing.

Makeup imagery

Rare Beauty makeup imagery can show the product clearly, its color in use, and how it looks across people and skin tones. Product galleries pair pack shots with swatches, close-ups, application, and multi-model views.

Shade and finish references are useful for product pages and shade-selection work.

The wider makeup range includes lip, contour, blush, and complexion products. Preserve product and shade imagery for creative that needs to represent the range faithfully.

Lip product imagery includes open product views, worn color, swatches, and shade-range compositions.

Community and well-being imagery

Rare Beauty presents community as individual expression rather than a single prescribed look. Community work invites people to share their own routines; wellbeing content is framed around comfort, relaxation, movement, and connection.

Rare Impact imagery belongs to the brand’s social-impact initiative. Its visual material includes the initiative identity, report artwork, and portraits of the mental-health council.

Download Rare Beauty’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Rare Beauty’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

rare-beauty-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ brand-marks.md

│ ├ colors.md

│ ├ typography.md

│ ├ imagery-campaigns-and-sets.md

│ ├ imagery-fragrance.md

│ ├ imagery-makeup.md

│ └ imagery-community-and-wellbeing.md

└ assets/logos/

├ rare-beauty-wordmark.svg

└ rare-beauty-icon.svg

Rainbrand’s Brand Agent built this Brand Skill from rarebeauty.com on 30 Oct 2026. It isn’t Rare Beauty’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Rare Beauty and its logos are trademarks of Rare Beauty, LLC. Rainbrand isn’t affiliated with or endorsed by Rare Beauty, LLC.

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