The Intersection of Creativity and Authenticity: A Conversation with Frédéric Raillard on Rare Beauty's New Campaign
Selena Gomez - Rare Beauty's "Every Side of You" campaign - Fred & Farid Los Angeles
*RARE BEAUTY
*RARE BEAUTY
This article holds a special place for me. As Head of Global Communications at Fred & Farid, it's not often I get to merge my day-to-day work with my passion for skincare and beauty. Future of Skincare was born out of a love for both the craft of beauty and the brands that tell stories worth listening to. At Fred & Farid, we're committed to creating communication platforms that resonate with culture and move the needle—working with brands that are not just about products but about meaning, connection, and a deeper message.
So when I had the pleasure of witnessing the new Rare Beauty campaign come to life at Fred & Farid Los Angeles, I knew it was something I wanted to share. This campaign embodies values I hold close—authenticity, inclusivity, and breaking the mold of traditional beauty narratives. Rare Beauty's "Every Side of You" campaign, launched under the new "Love Your Rare" platform, isn't just another beauty campaign—it's a cultural statement, a celebration of what makes each of us unique.
The campaign, “Every Side of You,” was created by Fred & Farid Los Angeles for Rare Beauty’s first global brand campaign, under the new creative platform “Love Your Rare.” Inspired by Selena Gomez's raw, multi-dimensional persona, it celebrates every unique aspect of our identity, encouraging us to embrace both our perfections and imperfections. Through a powerful film and captivating visuals, Rare Beauty invites us to own our individuality, showcasing beauty as a balance of strength and vulnerability.
In this interview, I spoke with Frédéric Raillard, co-founder, CEO and Chief Creative Officer of Fred & Farid, and yes—my boss :) I suggested he share his thoughts here, and I’m thrilled he accepted.
Jalila Levesque - Founder at FUTURE OF SKINCARE
Rare Beauty's "Every Side of You" campaign - Fred & Farid Los Angeles
Fred, you’ve worked on a number of high-profile campaigns. What sets Rare Beauty apart in its approach to connecting with today’s consumers, particularly in an industry as competitive and image-driven as beauty?
Rare Beauty is a modern beauty brand bending the traditional codes of the category in new and refreshing ways. It’s taking a considerately vulnerable and raw approach, the same way that Selena Gomez presents herself to the world. The show of imperfection, life as a work in progress, and finding strength in the small moments are all new narratives that not only resonate with younger audiences today but it’s the desperately needed conversation we need to show in the beauty industry.
As a creative leader, how do you see the beauty industry evolving in the next few years? Will the focus on authenticity and individuality become more prominent, or do you foresee a return to traditional ideals of beauty?
I think the traditional ideas of beauty are a way of the past. There’s a healthier and more inclusive conversation about beauty now, especially with brands like Rare Beauty leading the charge. There is no one way of looking or being anymore and that is so exciting and beautiful. Why would we want to go back to glamorizing one type of person when we are so wonderfully unique the way that we are? It’s empowering that now in the age of social media and TikTok, this standard of inclusive beauty and vulnerable relatability is the status quo for future generations to build from.
Rare Beauty's "Every Side of You" campaign - Fred & Farid Los Angeles
Rare Beauty's "Every Side of You" campaign - Fred & Farid Los Angeles
Rare Beauty's "Every Side of You" campaign - Fred & Farid Los Angeles
What role do you think mental health and well-being will continue to play in beauty marketing, particularly for younger generations?
Mental health and beauty go hand in hand and not too many brands are willing to acknowledge that. This is such a core part of Rare Beauty which created the Rare Impact Fund to raise awareness in support of mental health services, something that is needed. Social media is great but can also be detrimental to younger audiences growing up who think they need to be a certain way. Striking the balance of self love but also being unafraid to evolve and embrace what you can become will always be key to the brand and our work together.
Beauty brands are increasingly becoming platforms for broader cultural conversations. How do you see Rare Beauty fitting into this new wave of purpose-driven branding?
Rare Beauty is already leading this by championing inclusivity and breaking down unrealistic beauty and perfection standards in our communications and our work with the Rare Impact Fund. We have so many more stories to tell for Rare Beauty and you’ll see how we continue to promote self-acceptance, self-love, and self-growth in the work to come.
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Credits photo: Rare Beauty / Fred & Farid Los Angeles