Rare Beauty, the beauty brand founded by Selena Gomez, has rolled out the global campaign for Rare Beginnings Eau de Parfum, its second fragrance. The work is created by Fred & Farid in Paris, marking the agency’s second global collaboration with the brand following Every Side of You, Rare Beauty’s first worldwide creative campaign, launched in 2024 under the message “Love Your Rare.”
Where the first campaign spoke to self-acceptance, Rare Beginnings moves into more intimate, narrative territory, around a single idea: the fragrance as spark. An encounter, a moment of stillness, and then everything shifts.
Directed by Hans Neumann via production company Cadence Films, the new work is built on a simple creative premise: nothing in the world changes until Gomez does. The film opens on a deliberately cold and confined studio set of hard light, glass and steel. The moment she opens the fragrance, the environment begins to respond. Veils of fabric drift through the space, botanical projections bloom across her dress, and the rigid architecture gradually gives way to something that feels organic, alive and grown rather than built. By the final frame, the studio has completely transformed into a living landscape.
“Rare Beauty has spent five years giving people permission to be seen as they are. Rare Beginnings turns that same idea into a feeling: the moment someone opens up instead of closing down. It’s the most natural next chapter the brand could write. Getting to collaborate with this brand again is something the whole agency is proud of,” said Frédéric Raillard co-founder and CEO at Fred & Farid.
