Brand
Selena Gomez’s Rare Beauty Courts Indian Market Through Influencer Ankush Bahuguna
Selena Gomez’s beauty brand Rare Beauty is tapping Indian influencer Ankush Bahuguna for its global fragrance launch, signaling a push into the Indian market. As exchange4media reports, the brand flew Bahuguna to the international launch of its debut fragrance “Eau de Parfum” in July, following its official entry into India via Sephora in March 2024.
Bahuguna, who has established himself as one of India’s few male beauty creators with over 1.4 million Instagram followers, announced the collaboration across his social platforms. His content blends humor, social commentary, and makeup tutorials, appealing primarily to Indian Gen Z and millennial audiences. His viral series, “Wing It With Ankush,” gives everyday people makeovers while having conversations with them.
Before Rare Beauty, Bahuguna has worked with several beauty and skincare brands, including MAC Cosmetics, L’Oréal Paris, and The Ordinary.
According to a recent WeArisma report, beauty brands receive exponentially higher returns when leveraging influencer partnerships. Influencer content generates up to 19 times higher EMV than brand-owned accounts and reaches up to 26 times more consumers through impressions.
Rare Beauty, which ranks sixth among celebrity-owned brands in digital engagement according to Heepsy, has accumulated 8 million Instagram followers and generates 3.4 million Google searches. The brand currently holds third position in the U.S. makeup category with 360 million engagements, as reported by Traackr.
Indian Market Strategy
The ET Snapchat Gen Z Index reveals that 80% of Indian Gen Z consumers trust relatable influencers over celebrities, making Bahuguna’s appointment strategic. Rare Beauty is bullish on this trend, as the brand has also engaged Indian celebrities like Mrunal Thakur and creator Sakshi Shivdasani.
With India’s beauty market projected to grow to $28 billion by 2026, according to data cited by exchange4media, Rare Beauty’s expansion employs influencer-led storytelling to build connections with Indian consumers.
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