Rare Beauty Retreat & Press Powder Event ‘True to myself’ pop-up store

In October 2024, the Rare Beauty team visited Sydney, Australia for a press trip to engage with Australian media, influencers and consumers, working collaboratively with Portobello PR to bring two immersive events to life.

The trip kicked off with an intimate Influencer Retreat at Osborn House in honour of World Mental Health Day. Rare Beauty were joined by 12 key influencers from across Australia to drive social content and ultimately raise funds for the Rare Impact Fund.

The following week, Rare Beauty and Sephora partnered together to host a Rare Beauty Pop-Up in Sydney’s CBD - engaging with press, influencers, Sephora Beauty Advisors, Sephora VIP customers, the Rare Beauty community and the general public alike. The overall goal of all activity was to drive mass hype and awareness for Rare Beauty in Australia, generating maximum social coverage, while educating on the brand and products.

The trip was incredibly successful in forming quality relationships for Rare Beauty with Australian KOLs and the community. As a result of our activity, we secured a total of 613 placements across digital and social media, totalling to 347,604,340 impressions. The following report details each element of our activity and recaps all the coverage achieved as a result of our efforts in Australia.