Rare Beauty by Selena Gomez: Confidence-Boosting Makeup

Are you tired of searching for makeup that isn’t too heavy, looks good, and can be applied easily? Rare Beauty focuses on simple makeup that celebrates natural beauty while encouraging everyone to feel included. Founded by Selena Gomez, this line of makeup exists to celebrate people’s individuality. It’s not merely about aesthetics; it’s more about self-love. In this article, we are going to focus on how Rare Beauty is making revolutionary changes in the cosmetic industry.

The Story Behind Rare Beauty

Developed by actress and singer Selena Gomez, Rare Beauty is one of the leading makeup brands in the industry today. The brand’s products were launched on September 3rd, 2020, and were available on the official website and in Sephora stores in North America.

Selena launched this product line with the vision of making people appreciate individuality. She believes makeup should help boost one’s confidence instead of making them feel suppressed and forced to meet beauty standards. This belief is precisely what inspired her to start Rare Beauty.

Before launching her products in the market, she started a campaign along with the release of the Rare Impact Fund in July 2020. The fund aims to raise $100 million over ten years and focuses on providing quality mental health services.

Rare Beauty has been an instant hit ever since it was launched, most notably with a younger generation. Their revenue hit $350 million in 2023, making them one of the top-selling brands at Sephora.

Selena Gomez has always wanted Rare Beauty to be more than just a makeup brand. She believes it should also endorse self-acceptance, mental health, and self-love by encouraging everyone to appreciate their uniqueness.

Top Products

As Selena Gomez’s brainchild, Rare Beauty boasts a plethora of makeup products aimed at self-expression and beauty. Here is a list of some of the most sought-after products under the brand:

Face Products

• Liquid Touch Weightless Foundation: A natural foundation that is available in 48 shades to fit every skin tone and has a buildable finish.
• Liquid Touch Brightening Concealer: A lightweight, medium-to-full coverage concealer that’s perfect for brightening the undereye and concealing blemishes.
• Soft Pinch Liquid Blush: A pigmented liquid formula that provides a natural-style flush. It comes in both matte and dewy finishes. It is available in a matte as well as a glowy finish.
• Positive Light Liquid Luminizer: This liquid highlighter provides gentle light and makes the skin look dewy and elegant. It accentuates the natural glow of your skin.

Eye Products

• Perfect Strokes Universal Volumizing Mascara: A mascara that lifts, lengthens, and gives lashes volume without clumping.
• Brow Harmony Pencil and Gel: A dual-ended tool with retractable pencil and tint brow gel. It is easy to shape and set the brows.

Lip Products

• Lip Soufflé Matte Lip Cream: A matte whipped lip cream that provides comfortable wear while delivering deep shades of color.
• With Gratitude Dewy Lip Balm: A moisturizing balm that gently tints the lips and leaves them with a shining finish for a fresh casual look all day long.

Every product is created with ease of use for all individuals in mind, which is at the core of what Rare Beauty stands for: individuality and self-acceptance.

Makeup Tools & Accessories by Rare Beauty

Along with makeup, Rare Beauty provides high-quality applicators and tools needed for accuracy and precision while putting makeup on.

• Liquid Touch Foundation Brush: A soft, angled brush to apply foundation more seamlessly into the skin. Its shape ensures even application. The bristles are soft and densely packed together, giving a natural look without streaks and marks on the skin.
• Liquid Touch Concealer Brush: This brush goes hand in hand with Liquid Touch Brightening Concealer. The brush helps with the blending of the concealer under the eyes and on blemishes. The slightly curved shape makes it easy to reach every corner of the face without dragging the skin.
• Always an Optimist 4-in-1 Mist: While not a tool, this hydrating mist acts as a primer, setting spray, and skin refresher all in one. It preps the skin before makeup and keeps it looking fresh throughout the day.
• Blot & Glow Touch-Up Kit: This compact is useful at any time as it contains blotting sheets as well as a puff that dispenses powder to reduce shine during the day. This compact is a perfect makeup accessory that can be carried in a purse or bag for easy use throughout the day.
• Perfect Strokes Matte Liquid Liner: This waterproof felt-tip eyeliner is great for people who enjoy wearing liners. The applicator provides complete control for an effortless and precise application and a smooth finish. Unlike other eyeliners, this one is smudge proof, allowing it to last all day without streaks.

Mental Health Initiatives

Apart from beauty products, Rare Beauty also focuses on mental health. The brand funds the Rare Impact Fund by donating 1% of sales. This fund targets reaching $100 million in the next ten years to better assist the younger generation in receiving mental health aid.

This initiative is aimed at fostering self-acceptance and improving overall wellness. In October 2024, Rare Beauty collaborated with Sephora to launch the “Make a Rare Impact” campaign, where 100% of global sales on World Mental Health Day were donated to the fund. This approach enables the brand to continually create an important positive impact.

Social Media Presence

Rare Beauty is active across all social media platforms, such as Instagram, TikTok, YouTube, Twitter/X, and Facebook. On Instagram, the brand posts product photographs, makeup tutorials, and other self-acceptance messages the brand promotes.

You can find beauty tips, tutorials, behind-the-scenes videos, and podcasts on mental health on the YouTube channel of Rare Beauty.

You can find tweets and updates about the brand ideology on Twitter and Facebook. On these platforms, the brand is able to form and foster positive relationships with the customers, and promote their beauty products, and their philosophy.

Final Words

The brand Rare Beauty is more than just makeup. It advocates for self-esteem and inclusivity. The company has captured the hearts of many through its powerful message and quality products. From foundations to beauty tools, it offers something for everyone. With each passing day, Rare Beauty is expanding and motivating people to change their perception of beauty—it is less about looking good and more about feeling good.