Those early Zoom calls have now morphed into in-person events, such as meetups at local Sephora stores or hikes in Los Angeles. Recently, to mark its three-year anniversary, Rare Beauty held a pop-up with a “gratitude truck” to thank fans in Santa Monica. 

“I was amazed to see people who met and became friends through the brand,” Welch said. “If we’re able to connect people, then that’s a tangible difference we can actually make.”