This article is part of the Vogue Business 100 Innovators: Class of 2025, an annual list of individuals Vogue Business editors believe have the potential to change the luxury industry for the better.
Katie Welch has never been afraid of a leap. In 2020, she left a comfortable role to join Rare Beauty at the very beginning — no playbook, just actress and pop star Selena Gomez’s vision and a tiny team. Five years later, that leap has turned into one of beauty’s biggest success stories, with Rare valued at $2 billion and beloved by Gen Z.
As CMO, Welch has built a brand that’s as much about community and conversation as it is about product. From launching Rare Beauty Secrets — a behind-the-scenes Substack that’s grown entirely through word of mouth — to mentoring nearly 100,000 followers on TikTok, she’s redefining what it means to market with purpose. Her mantra? Don’t chase trends, chase truth.
What’s the best career risk you’ve taken?
Leaving a previous role (where I was very fulfilled) to join Rare Beauty at its very beginning. At the time, there was no playbook. Just Selena’s powerful vision, mission, and a small team. That leap into the unknown reshaped my career and proved that aligning with purpose is the most rewarding risk you can take.
What change in the industry do you most want to help drive and why?
I want to help drive a redefinition of beauty as a platform for community and cultural conversation, not just product. Beauty brands have an incredible opportunity to be more than what’s on the shelves; they can foster belonging, lift underrepresented voices, and show people they matter. That shift can change how people feel about themselves and each other.
In an era dominated by short-form content, Rare Beauty has opted to engage in open narratives. The brand’s CMO Katie Welch unpacks its long-form move.
What’s one piece of advice you would give to the next wave of innovators in your field?
Don’t just chase trends, chase truth. If you build from an authentic place, everything else will fall into alignment: customers will connect, communities will grow, and cultural impact will follow. The “innovators” who last are the ones who solve real emotional needs, in addition to business needs.
What’s one decision that changed everything for you in business?
Saying “yes” to mentorship and reverse mentorship. Investing time in others and letting them invest in me has completely changed the way I lead, strategise, and see the world. It’s made me a better marketer and a better human.
What’s one business decision that you started with that you no longer believe?
That bigger is always better. I used to think scaling meant saying yes to everything: every tactic, every partnership, every opportunity. But growth without intention is just chaos. Now I know that saying no to the wrong things is what makes space for the right things to flourish.
Being liked, being respected or being effective? Pick one.
Being effective. Respect tends to follow effectiveness, and when you’re moving the needle in meaningful ways, you may not be everyone’s favourite all the time. But effectiveness creates results, momentum, and eventually trust. Effectiveness doesn’t mean being ruthless. Effectiveness with grace and integrity can make a lasting impact.
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