Inside Rare Beauty's Facebook ad strategy (2026): 31 live ads analyzed
Rare Beauty relies heavily on video ads and product innovation angles, with campaigns that typically run for weeks rather than months.
- 31
- Live ads tracked
- 96 days
- Longest-running ad
- 14
- Median days running
- 63/100
- Funnel score
Video Dominates Rare Beauty's Creative Mix
Rare Beauty's active Facebook and Instagram campaigns lean decisively toward video content. The brand uses video for the vast majority of its ads, while still maintaining a meaningful presence with static image ads. This split suggests a strategy that prioritizes motion and storytelling while keeping some budget allocated to simpler, faster-loading creative.
Product Innovation and First-Time Buyer Incentives Lead
The most common angles in Rare Beauty's current campaigns center on new product launches paired with everyday benefits, and first-time buyer discounts tied to subscription sign-ups. These approaches appear roughly equally in the active ad set, indicating the brand balances acquisition through incentives with brand-building through innovation narratives. Emotional and lifestyle angles also appear, but with lower frequency.
Campaign Duration Clusters Around Two Weeks
Most Rare Beauty ads run for a median duration in the low double-digit range, though some campaigns stretch much longer. The longest-running ad promotes a foundation product and has maintained its presence for several months. This pattern suggests the brand tests new angles frequently while letting proven performers run extended campaigns.
Funnel Performance Shows Room for Optimization
Among the ads evaluated for conversion potential, the median score falls in the mid-range on a 0 to 100 scale. The highest-scoring ads reach the upper range, indicating that Rare Beauty has identified some strong funnel mechanics, but the overall distribution suggests inconsistency across the portfolio. This gap between top and median performers is typical for brands still refining their messaging.
| 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 Facebook and Instagram ads in the beauty category, as Rare Beauty allocates the majority of its budget here.
- Test first-time buyer discounts with subscription incentives alongside product innovation narratives, as both angles appear equally in the active set.
- Plan for campaign rotation in the low double-digit week range, but allow top performers to run longer based on performance signals.
- Audit funnel messaging across your portfolio to identify what separates top-scoring ads from median performers, as Rare Beauty shows significant variance.
- Lean into sensory and lifestyle angles as secondary messaging, since they appear less frequently but still maintain presence in the active mix.
Frequently asked
Why does Rare Beauty use so much video compared to static images?
Video typically drives higher engagement and allows beauty brands to showcase product application, texture, and results in motion. For a DTC beauty brand, demonstrating the product in use is often more persuasive than a static image alone.
What does the funnel score measure?
The score evaluates ads on an 0 to 100 scale using an 8-point CRO rubric that assesses elements like headline clarity, value proposition strength, visual hierarchy, and call-to-action effectiveness. It predicts conversion likelihood based on best practices.
Should I copy Rare Beauty's angles exactly?
Use these angles as inspiration rather than templates. Rare Beauty's success with product innovation and first-time buyer discounts reflects its brand position and audience, but your own angles should align with your unique product benefits and customer base.
See how your funnel scores against these
Every number here comes from the same 8-point CRO rubric we run on any landing page. Audit yours free and get the exact checklist of what to fix.
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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.