Inside Rare Beauty's Facebook ad strategy (2026): 31 live ads analyzed
Rare Beauty relies heavily on video ads and rotates creative angles to balance product innovation with emotional brand connection.
- 31
- Live ads tracked
- 96 days
- Longest-running ad
- 14
- Median days running
- 65/100
- Funnel score
Video dominates Rare Beauty's Facebook strategy
Rare Beauty's active ad portfolio leans decisively toward video creative. The brand uses video to showcase product benefits and build emotional resonance, while static images play a supporting role. This format choice aligns with how beauty brands typically demonstrate texture, application, and transformation on social platforms.
Product launches drive the longest-running campaigns
Rare Beauty's most durable ad centers on a new foundation launch, suggesting the brand commits sustained budget to major product releases. Most ads run for relatively short windows, indicating rapid creative testing and rotation. This pattern suggests the brand prioritizes freshness and audience fatigue management over extended single-ad campaigns.
Multiple angles compete for attention
Rare Beauty rotates between distinct creative angles rather than doubling down on one message. The brand tests discount incentives paired with subscription hooks, product innovation framed around everyday utility, and emotional narratives tied to sensory experience and identity. No single angle dominates, which indicates a deliberate testing approach to discover what resonates with different audience segments.
Funnel quality shows room for optimization
The median funnel score across evaluated ads sits in the middle range, with the strongest performers reaching notably higher marks. This spread suggests Rare Beauty has identified winning formulas but hasn't yet scaled them consistently across the portfolio. The gap between median and top performers indicates opportunity to audit high-scoring ads and apply their principles more broadly.
| Format | Ads |
|---|---|
| Video | 21 |
| Image | 10 |
| Angle | Ads |
|---|---|
| First-time buyer discount with subscription incentive | 3 |
| Product innovation with everyday benefit | 3 |
| Emotional connection through sensory experience and personal identity | 2 |
| lifestyle aspirational - beauty as self-expression and personal style | 2 |
| Time-saving convenience through multi-functional product benefits | 2 |
Key takeaways
- Prioritize video creative for beauty products on Facebook and Instagram, but maintain a small percentage of static image ads for testing and audience diversity.
- Test discount plus subscription bundles alongside pure product innovation angles to identify which messaging drives higher-intent audiences.
- Rotate creative angles frequently rather than extending single ads indefinitely, especially outside of major product launch windows.
- Audit your top-performing ads for common elements (copy structure, visual style, hook type) and apply those patterns to underperforming campaigns.
- Balance emotional brand storytelling with concrete product benefits, as both angles appear in Rare Beauty's active portfolio.
Frequently asked
Why does Rare Beauty use so much video?
Video allows beauty brands to demonstrate product application, texture, and results in ways static images cannot. Video also typically generates higher engagement on Facebook and Instagram, making it the preferred format for driving awareness and consideration in the beauty category.
What does the funnel score measure?
The funnel score is based on an 8-point CRO rubric that evaluates ad creative across dimensions like clarity, hook strength, value proposition, and call-to-action effectiveness. Scores range from 0 to 100, with higher scores indicating ads more likely to drive conversions.
Should I copy Rare Beauty's discount-plus-subscription angle?
That angle appears in Rare Beauty's portfolio, but it's one of several competing messages. Test it alongside product innovation and emotional identity angles to see which resonates with your specific audience. Rare Beauty's approach suggests no single angle works universally.
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Every figure in this study is computed from the real Meta ads and landing pages Funnelens tracks; no data is estimated or invented. Ad data from the public Meta Ad Library. See data sources.