Why some brands are choosing slower, more expensive growth on purpose

Founders say sticking to their mission—even when it costs more—is what keeps customers coming back.

(From Left) David Salazar, Staff Editor, Fast Company; Elyse Cohen, Chief Impact Officer; President, Rare Beauty; Rare Impact Fund; Kim Vaccarella, Founder and CEO, Bogg; and Jen Zeszut, Cofounder and CEO, Goodles. [Photo: Maggie Boyd for Fast Company]

BY Anna-Louise Jackson

When Rare Beauty, Bogg, and Goodles arrived in stores, they had to vie for shelf space with well-established brands making beauty products or beach bags or boxes of macaroni and cheese. But these brands quickly amassed cult-like followings by being very intentional with their missions to foster a sense of loyalty with customers.

Although her legions of fans might have lined up to try the beauty products in Selena Gomez’s line, Rare Beauty, the company was........

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