When it comes to makeup trends, it’s not often that a brand can outperform everything else in the digital age; however, Mario Dedivanovic has done just that with his company Rare Beauty and Makeup by Mario on TikTok. Vogue Business takes an in-depth look at the success of his brand and how they have revolutionized the beauty industry.
1. Mario’s Rare Beauty Outshines TikTok - A Standout Success
Mario’s captivating beauty vlogs have become one of the most popular sights on TikTok, and she’s fast becoming an online celebrity. Her videos, inspired by the latest makeup and fashion trends, showcase her impeccable sense of style and creative use of makeup to create bold runway looks. But it’s not just her stunning looks that have drawn the attention of millions of viewers – her creative energy and radiant personality also shine through her videos.
From 2016 to the present, Mario has curated hundreds of videos, each more dazzling than the last. Each video features a unique tutorial showing viewers how to easily recreate her sophisticated looks at home, such as dramatic eyeshadow, glittery eye glitter, smoky cat eyes and unique styles of lips. Most importantly, she demonstrates how to do it in a way that is flattering and wearable, all while keeping it fun and interesting. With her tutorials, Mario has managed to drive engagement and encourage viewers to try out their favorite products too, which has led to her success.
- Unique makeup tutorials
- Stunning looks
- Creative energy and radiant personality
- High engagement from viewers
- Flattering and wearable looks
2. Empowering Makeup and Beauty by Mario: “Put Your Best Face Forward”
Makeup and beauty don’t have to be intimidating – Mario believes you should have a positive relationship with feeling your best. It all starts with the foundation – hydration, good-for-you ingredients, and protection are key to a healthy face.
Mario encourages embracing your unique look and provides the products to do so. Invest in skincare first, then add makeup when you feel ready. His collection of makeup and cosmetics encourages you to explore and have fun. Here’s his advice to put your best face forward:
- Prime. As a base layer, use Mario’s primer to create a smooth canvas for the rest of your beauty routine.
- Highlight. Get glowing with illuminators and blush.
- Define. Enhance your features with eyebrow pencils and mascara.
- Intensify. With eyeshadows, lipsticks, and liners, you can create more dramatic or natural looks.
This is more than a beauty routine – it’s an empowering journey to explore, have fun with, and own your individual beauty.
3. From TikTok to Vogue Business - How Solidifying Brand Identity Transcends Media Platforms
The concept of a business transcending media platforms — from TikTok to Vogue — seems almost far-fetched. Yet, many brands are forming relationships with digital audiences through social media channels in more authentic ways than ever before. It’s easier now to create a strong brand identity and connect to customers on multiple platforms, to show what your company stands for and what makes it different from its competitors.
A solidified brand identity starts with defining yourself through visuals, messaging, and voice. The key to success is staying true to your brand, no matter what platform you’re on. Visuals can be iconic photography, logos, primary and secondary color palettes, and fonts chosen to reinforce a chosen mood. Messaging includes an Internet’s worth of marketing campaigns and copy and all of the messaging conveyed through your brand. Finally, voice speaks to the special way in which you communicate and interact with customers.
- Visuals: photography, logos, primary and secondary color palettes, fonts chosen to reinforce a chosen mood.
- Messaging: market campaigns, copy, and all of the messaging conveyed through your brand.
- Voice: special way in which you communicate and interact with customers.
As your brand identity evolves, it becomes easier to take it from one platform to the other as you establish yourself as a leader in your field. There’s no need to worry about reinventing the wheel either because as each platform provides its own unique opportunity to promote your brand, you can use your brand’s descending identity on each platform. When your brand emerges from TikTok to Vogue, you can count on having success because you have a sound foundation that will speak for itself.
4. Acknowledging and Uniting Beauty: Celebrating Diversity and Embracing Individuality
The beauty of diversity is never more evident than when you pause to observe the many ways in which each individual makes the world a better place. It is only when one starts to recognize the unique characteristics that make up the core of one’s identity that they can truly start to appreciate the beauty of our differences.
We must remember to respect and celebrate both our similarities and differences. We must be mindful to never judge, but rather admire and embrace what makes each of us special. Whether it is our religious beliefs, likes and dislikes, the way we dress, or any other distinguishing characteristics, acknowledging our diversity helps to unify us and break through any existing prejudices. By appreciating the differences of each individual, we can learn to celebrate our individuality and unique beauty.
- Celebrate the diversity of the world around us.
- Recognize and appreciate the individual distinctions.
- Never judge based on our differences.
- Unite in the harmony of our individual beauty.
Rare Beauty and Makeup by Mario have not only won the hearts of TikToker’s, but have successfully achieved exponential growth over the course of the last year. This is a great representation of what can happen when powerful partnerships form and innovative marketing strategies are executed. With the already established success of this brand and ongoing transformational trends, it’s no surprise that Rare Beauty and Makeup by Mario will continue to be a powerhouse on TikTok and within the beauty space. Stay tuned for more beautiful trends and products from this glorious collaboration.
