Selena Gomez founded Rare Beauty in 2020 with a mission to challenge conventional beauty standards and promote self-acceptance. Inspired by her own mental health journey, Gomez wanted to create a brand that celebrated individuality and embraced imperfections, shifting away from the industry’s focus on unattainable perfection. Rare Beauty debuted with an impressive range of 48 foundation shades and quickly gained popularity for its inclusive approach. Products like the Soft Pinch Liquid Blush and Always an Optimist Primer became instant favourites, particularly through viral social media engagement on platforms like TikTok.
Alongside the makeup line, Gomez launched the Rare Impact Fund, pledging 1% of sales to support mental health initiatives. This dual focus on beauty and philanthropy has helped Rare Beauty carve a distinctive place in the competitive beauty market, growing into a £2 billion brand within just four years. Selena is rumoured to be a billionaire now, worth around $1.3B due to the success of the brand she founded. The fact that she is the world’s 3rd most followed person on Instagram, also helps.
Rare Beauty is now celebrating its 4th anniversary in 2024. This milestone highlights the brand’s rapid rise in the beauty industry, which is worth around £2 billion globally. What sets Rare Beauty apart is its fusion of high-quality, inclusive cosmetics with a strong focus on mental health awareness, an approach that has resonated with modern consumers.
Rare Beauty Product Lines
| Product Line | Description | Examples |
|---|---|---|
| Foundation | Liquid and powder foundations designed for inclusivity and coverage. | Soft Pinch Liquid Blush, Always an Optimist Primer |
| Blush | Cream and powder blushes in a variety of shades. | Soft Pinch Liquid Blush |
| Eyeshadow | Eyeshadow palettes and singles in matte and shimmer finishes. | Always an Optimist Eyeshadow Palette |
| Mascara | Volumizing and lengthening mascara. | Kind Words Mascara |
| Highlighter | Highlighters in various shades to add radiance to the skin. | Positive Light Liquid Luminizer |
| Lipstick | Matte and satin finish lipsticks in a range of colors. | I Want It All Lipstick |
| Lip Liner | Lip liners to define and shape lips. | Lip Liner |
| Setting Powder | Setting powder to set makeup and reduce shine. | Always an Optimist Setting Powder |
| Brushes | Makeup brushes designed for application of various products. | Rare Beauty Blending Brush |
A Star in the Making
Selena Gomez began her career in entertainment at a young age, first appearing on Barney & Friends when she was just seven years old. This early role marked her entry into acting, but it was her portrayal of Alex Russo in Disney Channel’s Wizards of Waverly Place in 2007 that truly propelled her to fame. The show, which ran for four seasons, cemented Gomez as a household name and a Disney icon.
During her time on the show, she developed a massive fan base and quickly became one of the network’s most popular stars. Her time on Wizards of Waverly Place not only showcased her acting skills but also provided a platform for her to experiment with music, as she performed on several soundtracks related to the show.
In parallel to her acting success, Gomez launched a music career. In 2009, she formed the band Selena Gomez & the Scene, which released several albums, including hits like Naturally and Who Says. While her band enjoyed commercial success, her solo music career took off even more in the mid-2010s. Songs like Come & Get It and Good for You topped the charts, solidifying her status as a pop star. Alongside her artistic achievements, Gomez has also become a prominent advocate for mental health awareness.
After publicly discussing her personal struggles, including her diagnosis of lupus and bipolar disorder, she has used her platform to promote mental health initiatives, further solidifying her role as not just an entertainer but also a philanthropist and advocate for social change
Selena Gomez’s commitment to Rare Beauty has been pivotal in its continued success. She has been actively involved in everything from product development to marketing campaigns, which gives the brand an authentic appeal. Gomez’s openness about her own mental health challenges has allowed her to leverage her influence to advocate for mental wellness, a cause central to the Rare Beauty ethos. The brand’s Rare Impact Fund, launched alongside Rare Beauty, has already raised over £10 million in grants to support mental health services, aiming for a £100 million goal over ten years.
“I’m so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare” – Selena Gomez
Rare Beauty’s Philosophy & Market Growth
Rare Beauty promotes an inclusive and empowering message, aiming to break down unrealistic beauty standards. Its mission aligns with a wider cultural shift towards authenticity and self-acceptance. This resonates with consumers who appreciate both the high-performance products and the brand’s advocacy for mental health. Rare Beauty’s product range, which includes their cult-favourite Soft Pinch Liquid Blush and the Always an Optimist Illuminating Primer, quickly gained viral fame on social platforms like TikTok.
In financial terms, the brand has shown impressive growth. Its revenue doubled between 2022 and 2023, and by 2024, Rare Beauty was on track to generate annual sales of around £320 million, a testament to its staying power in the highly competitive beauty market.
Rare Beauty Year-by-Year
| Year | Key Events |
|---|---|
| 2020 | Launch of Rare Beauty |
| 2021 | Expansion of product line |
| 2022 | Launch of Rare Impact Fund |
| 2023 | Continued growth and success |
| 2024 | 4th Year Anniversary |
Charitable Commitment with the Rare Impact Fund
The Rare Impact Fund is a core element of Rare Beauty’s identity, reflecting Selena Gomez’s commitment to mental health advocacy. Established alongside the brand in 2020, the fund pledges 1% of all product sales to support mental health initiatives, with a goal of raising £100 million over the next decade. By 2024, Rare Beauty had partnered with 26 organisations worldwide, focusing on improving access to mental health services, particularly for young people. These partnerships include collaborations with major mental health organisations like the JED Foundation and The Trevor Project, which provide resources and education to schools and communities.
This charitable initiative sets Rare Beauty apart from other cosmetic brands by aligning its business success with a higher purpose. The Rare Impact Fund doesn’t just raise money; it also works to destigmatise mental health issues through educational campaigns and social media outreach. Rare Beauty frequently shares wellness tips and affirmations on its platforms, aiming to foster an open conversation about mental health. Selena Gomez’s personal experiences with mental health challenges deeply inform the fund’s mission, creating a strong emotional connection between the brand and its community.
Consumer Engagement
Rare Beauty has cultivated a strong community of consumers through social media, with Gomez frequently engaging her followers. Anniversary events often include interactive campaigns, such as Instagram Q&As, giveaways, or product challenges, which deepen consumer loyalty. This engagement is crucial in maintaining a competitive edge in the saturated beauty industry.
By 2024, Rare Beauty is available in over 36 countries and retailed through major stores like Sephora. This expansive reach, coupled with its strong social media presence, has allowed the brand to tap into a diverse demographic, making it a major player in the global beauty market.
The Future of Rare Beauty
As Rare Beauty continues to grow, it solidifies its place alongside industry-transforming brands like Fenty Beauty and Huda Beauty, both of which have made a lasting impact through their focus on inclusivity and ethical responsibility. Like these trailblazing brands, Rare Beauty champions a more inclusive approach to beauty, offering products that cater to a wide range of skin tones and prioritising accessibility, with features like disability-friendly packaging.
However, the project that was conceived by Gomez’s dead time, sitting in a make up chair, Rare Beauty goes a step further by intertwining its product innovation with a deep commitment to mental health advocacy through its Rare Impact Fund.
This unique combination of social responsibility and cutting-edge product offerings, such as its viral Soft Pinch Liquid Blush and Always an Optimist Illuminating Primer, positions Rare Beauty as a brand with long-term influence in the beauty industry. And a fantastic success story for a young woman, she is only 32, that many failed to see as an emerging major player.
