Rare Beauty is an American cosmetics company founded by singer and actress

Selena Gomez Selena Marie Gomez ( ; born July 22, 1992) is an American actress, singer, songwriter, producer, and businesswoman. Gomez began her career as a child actress, appearing on the children's television series ''Barney & Friends'' (2002–2004), a ...

. Launched on September 3, 2020, the brand takes its name from Gomez’s third studio album, '' Rare'' (2020). Rare Beauty is sold through its official website and

Sephora Sephora is a French multinational retailer of personal care and beauty products, offering nearly 340 brands alongside its own private label, the Sephora Collection. Its product range includes cosmetics, skincare, fragrance, nail color, beauty t ...

stores in multiple regions, including

North America North America is a continent in the Northern Hemisphere, Northern and Western Hemisphere, Western hemispheres. North America is bordered to the north by the Arctic Ocean, to the east by the Atlantic Ocean, to the southeast by South Ameri ...

Europe Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterranean Sea to the south, and Asia to the east ...

Asia Asia ( , ) is the largest continent in the world by both land area and population. It covers an area of more than 44 million square kilometres, about 30% of Earth's total land area and 8% of Earth's total surface area. The continent, which ...

, and the

Middle East The Middle East (term originally coined in English language) is a geopolitical region encompassing the Arabian Peninsula, the Levant, Turkey, Egypt, Iran, and Iraq. The term came into widespread usage by the United Kingdom and western Eur ...

. As of 2024, Rare Beauty is valued at over

US$ The United States dollar (Currency symbol, symbol: Dollar sign, $; ISO 4217, currency code: USD) is the official currency of the United States and International use of the U.S. dollar, several other countries. The Coinage Act of 1792 introdu ...

2 billion. Rare Beauty is among Sephora’s best-selling brands and is the fastest-growing celebrity beauty brand on social media. In 2024, ''

Time Time is the continuous progression of existence that occurs in an apparently irreversible process, irreversible succession from the past, through the present, and into the future. It is a component quantity of various measurements used to sequ ...

'' recognized Rare Beauty as one of the most influential companies of the year. A portion of its sales supports the Rare Beauty Impact Fund, which provides funding for mental health initiatives.

Background

Rare Beauty was founded on February 22, 2019, by American singer and actress

. On February 4, 2020, she formally announced her company on social media. In its accompanying video, Gomez revealed that she had been working on the cosmetics line for the last two years and that she had "found the right partners and the right team — we now have 28 amazing people that are working for the brand." On the new venture, Gomez explained that Rare Beauty would encompass an entire lifestyle and that it "isn’t about how other people see you — it’s about how you see yourself. I want us all to stop comparing ourselves to each other and to start embracing our uniqueness. You are not defined by a photo, a like, or a comment.” She also emphasized that her "main purpose when I started Rare Beauty was to break down the unrealistic standards of beauty we see in society today," motivated by the "pressure on us to be “perfect.”

Rare Impact Fund

Gomez created the Rare Impact Fund to help "young people gain access to mental health resources" and is committed to raising

100 million over the next ten years. To achieve that goal, a percentage of all Rare Beauty sales, along with "philanthropic foundations, corporate partners, and individuals in our community" will be donated towards the fund. In its first year, the non-profit affiliate provided $1.2 million in grants to eight mental health and education-focused organizations, including the Yale Center for Emotional Intelligence and Didi Hirsch Mental Health Services. The company also launched an education and advocacy initiative called Mental Health 101, which is "dedicated to supporting mental health education and encouraging financial support for more mental health services in educational services."

Products

Its original launch included 48 shades of foundation, matte lip creams, eyebrow definers, liquid blush, and

lip balm Lip balm or lip salve is a wax-like substance applied to the lips to moisturize and relieve chapped or dry lips, angular cheilitis, stomatitis, or cold sores. Lip balm often contains beeswax or carnauba wax, camphor, cetyl alcohol, lanolin, par ...

s. The

cruelty-free In the animal rights movement, cruelty-free is a label for products or activities that do not harm or kill animals anywhere in the world. Products animal testing, tested on animals or made from animals are not considered cruelty-free, since these ...

and

vegan Veganism is the practice of abstaining from the use of animal products and the consumption of animal source foods, and an associated philosophy that rejects the commodity status of animals. A person who practices veganism is known as a ve ...

products were packaged with recyclable materials certified by the

Forest Stewardship Council The Forest Stewardship Council GmbH (FSC) is an international non-profit, multistakeholder organization established in 1993 that promotes responsible management of the world's forests via timber certification. This organization uses a market-b ...

(FSC) and were printed with water-based ink. Going viral on TikTok in 2022, the Rare Beauty blush has made a significant impact on the brands imaging, with some saying the product is "too pigmented." In December 2023, Rare Beauty launched The Find Comfort Body Collection includes four products: The Find Comfort Hydrating Body Lotion, Hydrating Hand Cream, Body & Hair Fragrance Mist and Stop & Soothe Aromatherapy Pen.

Sales

The current value of Rare Beauty is over

2 billion, as of 2024. In 2023, the estimated revenue for the line reached US$300 million, up approximately 50 percent from 2022. Rare Beauty crossed US$400 million in net sales in the 12 months ending in February 2024. In 2023, Rare Beauty made a reported $370 million in sales according to ''

Forbes ''Forbes'' () is an American business magazine founded by B. C. Forbes in 1917. It has been owned by the Hong Kong–based investment group Integrated Whale Media Investments since 2014. Its chairman and editor-in-chief is Steve Forbes. The co ...

''.

Awards

The brand has received numerous awards and nominations including the 2020 WWD Beauty Inc Award for Startup of the Year, 2024

Webby Award The Webby Awards (colloquially referred to as the Webbys) are awards for excellence on the Internet presented annually by the International Academy of Digital Arts and Sciences, a judging body composed of over three thousand industry experts a ...

for Best Social Brand Presence in the Fashion & Beauty category.

References

External links

* {{Selena Gomez Cosmetics brands Organizations established in 2019 Selena Gomez