Rare Beauty CMO on Seeing the World Outside 4 Office Walls

Katie Welch chats about staying true to the brand and not lending yourself to 'tactic soup'


If you haven’t heard of beauty marketing veteran Katie Welch, there’s a good chance you’ve seen her while scrolling through TikTok lending advice to the community on how to break into the industry she knows and loves. At the intersection of beauty and technology, Welch is building Rare Beauty from the ground up with little to no traditional marketing strategies. “We’re always trying to come up with new ways to stay creative because it’s so easy to just be in the office or be stuck in a Zoom screen and not get any sort of outside inspiration,” says Welch.

Whether you’re a big fan of founder and celebrity Selena Gomez, a beauty creator or just looking for a new lipstick shade (check out the Kind Words Matte Lipstick), the CMO says creating a warm, welcoming environment will far succeed just seeing what sticks.

Check out this newest episode of CMO Moves to hear all about Katie’s story and what other platforms she’s lurking around on for inspiration.