Hey, it's Chase and Jimmy here.

Rare Beauty just launched their Feel Seen Body Collection with an email flow that did exactly what it needed to do: introduce a new category without overwhelming the inbox.

Instead of trying to explain everything at once, the sequence took its time and led with clarity.

This morning, we’re breaking down how the launch unfolded, what worked well, where there was room to tighten things up, and what other brands can learn when expanding into a new product category without making it feel like a hard pivot.

Also inside:
✔️ Great emails aren’t magic. They’re patterned.
✔️ Up next on Send It: Why the first 45 days matter more than the first purchase

Let’s jump in👇

Great emails aren’t magic. They’re patterned.

But figuring out why an email worked usually means guessing.

That’s where Inboox AI Breakdown comes in.

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Breaking down Rare Beauty’s Feel Seen Body Collection launch

Rare Beauty’s Feel Seen Body Collection launch was built around pacing and clarity. The brand rolled out the collection across several emails, each focused on a specific role in the customer journey, from early awareness to product education to conversion.

Rather than relying on a single announcement, the sequence let subscribers absorb the collection in layers. First the feeling. Then the products. Then the details. Then the reminder.

1. Dropping Soon: New Ways to Find Comfort

Focus: Early anticipation and emotional framing

What Worked Well

• The headline establishes a clear emotional anchor without introducing product complexity

• Visuals immediately signal a body care expansion through texture, scale, and setting

• The lack of pricing or product specifics keeps friction low at the awareness stage

Opportunities for Improvement

• Visual hierarchy makes scanning difficult. Everything feels equally important, which forces readers to slow down more than necessary

• A single, explicit next step like “Get notified” or “Explore what’s coming” could sharpen intent for high interest subscribers

• The footer feels crowded and text heavy, which pulls attention away from the primary message and weakens the close

2. A New Kind of Comfort Drops Tomorrow

Focus: Countdown and narrowing attention

What Worked Well

• “Drops tomorrow” clearly signals timing without sounding salesy

• The creative continues to spotlight texture and finish, reinforcing the sensory nature of the products

• The CTA invites curiosity rather than purchase, which matches where the subscriber is in the journey

Opportunities for Improvement

• Social proof could strengthen confidence here. Even a short line like “One of our most requested expansions” would reinforce demand

• Highlighting one hero product could help anchor attention instead of showcasing multiple items equally

3. Now Here: Feel Seen Body Collection

Focus: Official launch announcement

What Worked Well

• Clear “Just Dropped” framing removes any ambiguity about availability

• Product photography does most of the talking, reducing reliance on heavy copy

• The layout makes it easy to scroll, browse, and explore without friction

Opportunities for Improvement

• The page-length scroll introduces several CTAs competing for attention

• A short “Start here” recommendation could help first time buyers decide which product fits them best

4. Find Comfort, From Head to Toe

Focus: Product education and usage clarity

What Worked Well

• Clear product sections with benefit driven descriptions

• Sensory language helps subscribers imagine texture, scent, and feel

• The email reinforces that this is a system, not just individual products

Opportunities for Improvement

• The information density makes scanning harder for mobile readers

• A comparison or “who it’s for” callout could help readers self select faster

5. NEW: Find Comfort Lip Butter

Focus: Feature spotlight within a broader collection

What Worked Well

• Isolating the lip butter gives the product space to shine

• Shade callouts and ingredient highlights reduce hesitation

• This email works for both new and returning subscribers without assuming prior context

Opportunities for Improvement

• The ingredient section is strong but visually dense. Breaking it into shorter chunks would improve scannability

• A quick use case example like “day vs night” could further clarify value

6. New Ways to Find Comfort From Head to Toe

Focus: Reinforcement and collection recap

What Worked Well

• Repetition builds familiarity without feeling redundant

• The collection framing reminds subscribers this is more than a single product launch

• Visual consistency across emails strengthens brand recognition in the inbox

Opportunities for Improvement

• The email covers a lot of ground. Tightening focus to one or two primary actions could improve click intent

• Highlighting a best seller or most popular product could guide decision making

What Rare Beauty Gets Right

Emotion First, Product Second: The entire sequence leads with how the products make you feel before explaining what they are. That alignment with Rare Beauty’s core brand message keeps the launch cohesive and authentic.

Disciplined Pacing: Each email has a job. No single send tries to do everything. That restraint is what keeps the sequence engaging instead of exhausting.

Visual Consistency: From color palette to photography style, every email feels like part of the same story. This builds trust and makes the launch memorable.

Where They Miss the Mark

Scanning Could Be Easier: Several emails rely on long vertical layouts with equal visual weight. Clearer hierarchy would help readers quickly understand what matters most.

Decision Guidance Is Light: The collection is presented beautifully, but subscribers are rarely told where to start. A little direction could reduce friction for first time buyers.

CTAs Sometimes Compete: Multiple buttons across long emails can dilute focus, especially on mobile.

Key Takeaways for Brands

Rare Beauty didn’t rely on urgency to carry this launch. They relied on clarity.

By repeating the same core idea across multiple emails, they made a new category feel familiar fast (without overwhelming the inbox).

✔ Use anticipation emails to sell the feeling, not the product
✔ Let each email play a single role in the launch journey
✔ Repetition builds confidence when the visual and verbal language stays consistent
✔ Guide subscribers toward a starting point when introducing a multi product collection
✔ Optimize for scanning, especially in longer, education focused emails

Meme of the week

Mood in 2026 😤

Up next on Send It: Why the first 45 days matter more than the first purchase

Most brands wait until after the first sale to start retention.

But by then, it might already be too late.

In next week’s Send It episode, we unpack why the first 45 days after someone joins your list are the real window to win loyalty... not after they convert.

We'll break down how to build trust before the sale, drive repeat purchases with habit loops, and hit the exact timing that turns subscribers into your best customers.

🛎️ Subscribe to the channel and tap the bell to catch every new drop.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

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Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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