Rare Beauty
By Selena Gomez
The Story
Rare Beauty launched in September 2020 with a mission to break down unrealistic standards of perfection. Founded by Selena Gomez, the brand donates 1% of all sales to the Rare Impact Fund, which has committed $100 million over 10 years to increase access to mental health services. Despite launching during a global pandemic, Rare Beauty became one of the fastest-growing beauty brands in Sephora history. The Soft Pinch Liquid Blush became a viral sensation, consistently selling out worldwide. In 2024, the brand was reportedly valued at over $2 billion.
Available At
BeautyShield Protection
Every Rare Beauty product is eligible for instant replacement protection
Founder Story
Selena Gomez developed Rare Beauty over two years, driven by her personal journey with self-acceptance and mental health advocacy. Having grown up in the spotlight since age seven on Barney and Friends, she experienced intense pressure around appearance standards. The brand name Rare reflects her belief that everyone is uniquely beautiful. Selena committed 1% of all sales to the Rare Impact Fund, pledging $100 million over 10 years to increase access to mental health services in underserved communities. Despite launching during a global pandemic in September 2020, Rare Beauty became one of the fastest-growing brands in Sephora history.
Behind the Scenes
Rare Beauty products are developed with a less is more philosophy, focusing on lightweight, buildable formulas that enhance natural beauty rather than masking it. The brand team includes dermatologists and cosmetic chemists who prioritise skin-friendly ingredients. Every product is designed to be easy to apply, even for makeup beginners. The Soft Pinch Liquid Blush, which requires just a single dot for full colour, exemplifies this approach. Selena personally reviews every product and shade, often sharing her testing process with fans on social media.
Key Milestones
Rare Beauty launches exclusively at Sephora during pandemic
Soft Pinch Liquid Blush becomes instant viral sensation
Rare Impact Fund reaches $5 million in donations
Expands to 30+ countries through Sephora partnership
Brand reportedly valued at over $2 billion
Launches Kind Words Matte Lipstick collection
Starter Kits
Curated bundles with bundled protection savings
The Rare Glow
Achieve the signature Rare Beauty dewy look. Includes Soft Pinch Blush, Positive Light Luminizer, and Always an Optimist Primer.
Everyday Rare
Your complete daily routine. Includes Liquid Touch Foundation, Soft Pinch Blush, and Kind Words Lipstick.
Product Catalogue
Soft Pinch Liquid Blush
Weightless, long-lasting liquid blush that blends effortlessly. A tiny dot is all you need.
Positive Light Liquid Luminizer
Buildable liquid highlighter for a natural, lit-from-within glow.
Kind Words Matte Lipstick
Comfortable matte lipstick that feels like a balm. 8-hour wear.
Soft Pinch Tinted Lip Oil
Hydrating lip oil with a sheer wash of colour and glossy finish.
Liquid Touch Weightless Foundation
Lightweight, buildable foundation with a natural skin-like finish in 48 shades.
Always an Optimist Illuminating Primer
Lightweight primer that smooths, hydrates, and adds a subtle glow.
Perfect Strokes Matte Liquid Liner
Precision tip liquid liner for effortless application. Smudge-proof.
Soft Pinch Luminous Powder Blush
Silky powder blush with a luminous finish. Buildable and blendable.