Rare Beauty

Rare Beauty is a purpose-driven beauty brand founded by Selena Gomez in 2020, created to redefine beauty standards through authenticity, inclusivity, and emotional well-being. Launched exclusively with Sephora, Rare Beauty quickly became a global leader in the celebrity beauty space — not just for its product innovation but for its mission-led brand DNA. Gomez built Rare Beauty to challenge unrealistic beauty ideals and foster self-acceptance, donating a portion of all sales to the Rare Impact Fund, which supports mental health initiatives worldwide. The brand’s minimalist aesthetic, accessible pricing, and focus on community storytelling helped it achieve viral cultural impact, driven by products like the Soft Pinch Liquid Blush and Positive Light Foundation. Rare Beauty embodies a rare combination of social purpose and commercial success, achieving unicorn status within three years of launch.