- Founded In: 2020
- Founder: Selena Gomez
- Headquarters: El Segundo, California
- Brand Philosophy: "Rare Beauty is breaking down unrealistic standards of perfection. This is makeup made to feel good in, without hiding what makes you unique—because Rare Beauty is not about being someone else, but being who you are."
- Current Creative Director: Josh Gurrie
- Current CEO: Scott Friedman
- Known For: Rare Beauty is known for its mission-driven approach to makeup, promoting self-acceptance and mental health awareness through its Rare Impact Fund. The brand's Soft Pinch Liquid Blush and Positive Light Tinted Moisturizer have become cult favorites for their lightweight, blendable formulas that enhance natural beauty. Since its launch in 2020 by Selena Gomez, Rare Beauty has gained a loyal following for its inclusive shade ranges and commitment to breaking unrealistic beauty standards.
Rare Beauty, founded by Selena Gomez in 2020, has rapidly distinguished itself in the beauty industry by promoting self-acceptance and mental health awareness. The brand’s commitment to inclusivity is evident in its extensive product range, which caters to diverse skin tones and types. Rare Beauty’s mission is to break down unrealistic standards of perfection, encouraging individuals to embrace their uniqueness.
A cornerstone of Rare Beauty’s ethos is the Rare Impact Fund, established with the goal of raising $100 million over ten years to support mental health initiatives. By 2023, the fund had raised over $7 million, reaching more than one million people across five continents. In October 2023, the inaugural Rare Impact Foundation Benefit was held in Los Angeles, attracting numerous celebrities and featuring performances by artists like H.E.R.
Rare Beauty’s product line has garnered acclaim, particularly the Soft Pinch Liquid Blush, which gained viral attention on platforms like TikTok for its pigmented formula. In 2024, the brand expanded this franchise by introducing the Soft Pinch Liquid Contour, available in seven shades. Additionally, Rare Beauty launched its first global campaign, “Every Side of You,” celebrating individuality and resonating strongly with Gen Z consumers.
The brand’s success has significantly contributed to Selena Gomez’s financial achievements, with reports indicating that Rare Beauty’s valuation played a role in her reaching billionaire status in 2024. Gomez’s active involvement and authentic connection with her audience have been instrumental in establishing Rare Beauty as a prominent and socially conscious brand in the beauty industry.
