Rare Beauty appoints former Ilia Beauty exec as Assistant VP of Integrated Marketing

By Amanda May | Published: 16-Mar-2026
Colour Cosmetics Finance

Tyra Booker, who has previously worked for Ilia Beauty, Supergoop! and L’Oréal, is joining Selena Gomez’s Rare Beauty as Assistant VP of Integrated Marketing

Rare Beauty has named former Ilia Beauty executive, Tyra Booker, its new Assistant VP of Integrated Marketing.

The executive joins singer and actress Selena Gomez’s cosmetics brand after four-and-a-half years at Ilia Beauty, where Booker ran the brand’s social media and influencer communications. 

Booker revealed the news on their LinkedIn, writing: “What an incredible four-and-a-half years at Ilia Beauty leading social and influencer, and getting to experience so many firsts with the brand.

“Countless social campaigns, events, mailers and talent collaborations from Clairo, Solange, Gustaf Westman, Audrey Hobert; hosting our first influencer trip in Whistler, Canada; to hitting [more than] one million followers.

“Now, I am happy to share that I am starting a new position as Assistant VP of Integrated Marketing at Rare Beauty.

Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.

“With special thanks to Ashley Murphy [CMO at Rare Beauty], Zack Morgenroth [Partner at Lighthouse Management & Media], Jacob Epstein [Talent Manager at Lighthouse Management & Media], Mehdi Mehdi [COO at Rare Beauty], and Joyce Kim [Chief Brand Officer at Rare Beauty] for being so supportive along the way.

“And [I] cannot wait for the next chapter.”

Booker is no stranger to communication roles at leading beauty companies.

Booker joined Ilia Beauty in 2021 as Director of Social Media, before being promoted to Senior Director, Global Social Media and Influencer Communications, in 2024.

Before this, Booker has held roles including Senior Social Media Manager at Supergoop!, and Brand Communications Manager for L’Oréal-owned brands Atelier Cologne and Maison Margiela.

Gomez launched Rare Beauty in 2020 and the brand now has 8.6 million followers on Instagram and five million on TikTok. 

The company has an estimated valuation of US$2.7bn, according to a new report. 

Related content:

  • Companies:
  • Ilia Beauty
  • Rare Beauty
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

The marketing power of unsponsored beauty product endorsements

Read more
From the #MollyMaeEffect and #MelMadeMeDoIt, to Harry Styles’ under eye patches and Alysa Liu’s Rare Beauty moment during the Winter Olympics, Cosmetics Business uncovers why consumers are craving authentic product use

Trending Articles

  1. Bella Hadid named Prada Beauty’s first-ever Global Beauty Ambassador Model Hadid makes her debut for Prada Beauty as the brand’s first Global Beauty Ambassador, fronting the brand’s latest make-up launch, Prada Touch
  2. You need to be a subscriber to read this article.
    Click here to find out more.
    Cosmetics Business picks: 8 of this week’s best beauty launches Spring colour cosmetics launches from Hailey Bieber’s Rhode and Kiko Milano, a palette resurrection from Makeup by Mario and a new gel fragrance format by Dolce & Gabbana feature in this week’s biggest beauty launches
  3. Beauty’s biggest money makers topping Forbes’ 2026 Billionaires List From Bernard Arnault and Ronald Lauder to Kim Kardashian and Rihanna, discover the richest people in the beauty industry
  4. Key takeaways from Ulta Beauty’s 2025 earnings: TikTok Shop team-up and 'rising conflict' impact The US Beauty retailer noted a ‘better-than-planned’ performance in the 2025 financial year, but expects slower growth in 2026
  5. Estée Lauder Companies acquires Forest Essentials as part of ‘long-term commitment to India’ After initially investing in the Indian luxury Ayurvedic brand in 2008, Estée Lauder Companies (ELC) is now taking full ownership of the business and plans to expand it globally

Upcoming event

PCPC Beauty Collective Summit 2026

23-25 March | Miami, US See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

The marketing power of unsponsored beauty product endorsements

From the #MollyMaeEffect and #MelMadeMeDoIt, to Harry Styles’ under eye patches and Alysa Liu’s Rare Beauty moment during the Winter Olympics, Cosmetics Business uncovers why consumers are craving authentic product use
Media

Rare Beauty’s Selena Gomez, Kim Kardashian and Sephora’s US boss named among top women leaders in business

CNBC’s Changemakers: Women Transforming Business list recognises the 50 top female business leaders from around the world, with several beauty executives making the cut
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Analysis: Are we witnessing the fall of the celebrity beauty brand?

Between singer Gwen Stefani’s Gxve Beauty and actress Drew Barrymore’s Flower Beauty closing their doors over the past year, is the celebrity beauty category’s once rock-steady foundation crumbling in 2026?
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Kylie Cosmetics crowned best-performing US beauty brand on social in January based on creator marketing

Influencer marketing platform Traackr has unveiled the top-performing US brands based on creator marketing in January 2026, with Kylie Cosmetics, Rare Beauty and Huda Beauty all reporting growth
You need to be a subscriber to read this article.
Click here to find out more.
Body Care

Cosmetics Business picks: 8 of this week’s biggest beauty launches

From fashion collabs by both Orebella and Merit to category expansions from Monday Haircare and longevity-boosting skin care from Paula’s Choice, these are this week’s biggest beauty launches
You need to be a subscriber to read this article.
Click here to find out more.
Body Care

Cosmetics Business picks: 11 beauty launches new for January 2026

Beauty brands’ first launches of the new year are starting to land on shelves. Discover 11 new releases from the likes of Tatcha, Makeup by Mario, Jones Road Beauty and The Inkey List you need to know about
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Cosmetics Business' fantasy Traitors line-up – US beauty brand founders edition

The Cosmetics Business team has drafted up a dream line-up of US beauty brand founders we would love to take part in a hypothetical beauty-themed special of The Traitors television show. Discover who made it into our fantasy castle…
Subscribe now