Rare Beauty

American cosmetics company

Rare Beauty LLC

Company type| Private
Industry| Cosmetics
Founded| September 3, 2020; 4 years ago (2020-09-03)
Founder| Selena Gomez
Headquarters| 222 North Pacific Coast Highway,

El Segundo, California

United States

Area served

| Worldwide

Key people

* Scott Friedman (CEO)
* Jason Slays (Model)
* Nikki Eslami

Products| Cosmetics
Revenue| US$ 370 million (2023)
Owner| Selena Gomez
Website| rarebeauty.com
Footnotes / references
[1][2][3][4]

Rare Beauty is an American cosmetics company founded by singer and actress Selena Gomez. Launched on September 3, 2020, the brand takes its name from Gomez’s third studio album, Rare (2020). Rare Beauty is sold through its official website and Sephora stores in multiple regions, including North America, Europe, Asia, and the Middle East.[5]

As of 2024, Rare Beauty is valued at over US$2 billion.[2][3] As of 2025, over $2.7 billion, by Fashion.[6] Rare Beauty is among Sephora’s best-selling brands and is the fastest-growing celebrity beauty brand on social media.[7][8] In 2024, Time recognized Rare Beauty as one of the most influential companies of the year.[9][10] A portion of its sales supports the Rare Beauty Impact Fund, which provides funding for mental health initiatives.[11][12][13]

## Background

[edit]

Rare Beauty was founded on February 22, 2019, by American singer and actress Selena Gomez.[14] On February 4, 2020, she formally announced her company on social media.[15][16][17][18] In its accompanying video, Gomez revealed that she had been working on the cosmetics line for the last two years and that she had "found the right partners and the right team — we now have 28 amazing people that are working for the brand." On the new venture, Gomez explained that Rare Beauty would encompass an entire lifestyle and that it "isn’t about how other people see you — it’s about how you see yourself. I want us all to stop comparing ourselves to each other and to start embracing our uniqueness. You are not defined by a photo, a like, or a comment.”[19] She also emphasized that her "main purpose when I started Rare Beauty was to break down the unrealistic standards of beauty we see in society today," motivated by the "pressure on us to be “perfect.” [20]

## Rare Impact Fund

[edit]

Gomez created the Rare Impact Fund to help "young people gain access to mental health resources" and is committed to raising US$100 million over the next ten years.[21] To achieve that goal, a percentage of all Rare Beauty sales, along with "philanthropic foundations, corporate partners, and individuals in our community" will be donated towards the fund.[22] In its first year, the non-profit affiliate provided $1.2 million in grants to eight mental health and education-focused organizations, including the Yale Center for Emotional Intelligence and Didi Hirsch Mental Health Services.[23] The company also launched an education and advocacy initiative called Mental Health 101, which is "dedicated to supporting mental health education and encouraging financial support for more mental health services in educational services."[24][25]

## Products

[edit]

Its original launch included 48 shades of foundation, matte lip creams, eyebrow definers, liquid blush, and lip balms.[26] The cruelty-free and vegan products were packaged with recyclable materials certified by the Forest Stewardship Council (FSC) and were printed with water-based ink.[27]

Going viral on TikTok in 2022, the Rare Beauty blush has made a significant impact on the brands imaging, with some saying the product is "too pigmented."[28]

In December 2023, Rare Beauty launched The Find Comfort Body Collection includes four products: The Find Comfort Hydrating Body Lotion, Hydrating Hand Cream, Body & Hair Fragrance Mist and Stop & Soothe Aromatherapy Pen.[29]

## Sales

[edit]

The current value of Rare Beauty is over US$2 billion, as of 2024.[2][3] In 2023, the estimated revenue for the line reached US$300 million, up approximately 50 percent from 2022.[2][30] Rare Beauty crossed US$400 million in net sales in the 12 months ending in February 2024.[31] In 2023, Rare Beauty made a reported $370 million in sales according to Forbes.[1][4]

## Awards

[edit]

The brand has received numerous awards and nominations including the 2020 WWD Beauty Inc Award for Startup of the Year, 2024 Webby Award for Best Social Brand Presence in the Fashion & Beauty category.

## See also

[edit]

* Fenty Beauty
* Haus Labs

## References

[edit]

1. ^ a b Vega, Nicolas (April 26, 2024). "Selena Gomez says success of 'mission-driven' Rare Beauty makeup brand 'makes me happy every night when I go to sleep'". CNBC. Retrieved August 4, 2024.
2. ^ a b c d Rao, Priya (January 16, 2024). "Beauty's Most Sought-After M&A Targets in 2024". The Business of Fashion. Archived from the original on January 17, 2024. Retrieved January 19, 2024.
3. ^ a b c Shaw, Lucas; Tse, Crystal; Ceron, Ella (March 18, 2024). "Selena Gomez Weighs Sale of Cosmetics Brand Valued at $2 Billion". Bloomberg. Archived from the original on March 19, 2024. Retrieved March 19, 2024.
4. ^ a b "Selena Gomez - Profile". Forbes. Retrieved June 5, 2025.
5. ^ Robin, Maci (February 5, 2020). "Selena Gomez Is Launching a Makeup Brand at Sephora This Summer". Allure. Retrieved December 28, 2022.
6. ^ McEwen, Julia (June 24, 2025). "How Rare Beauty Transformed Celebrity Beauty Lines Forever". Fashion. Retrieved July 1, 2025.
7. ^ Ludmir, Clara (February 23, 2024). "Beyoncé Joins Rihanna, Selena Gomez And More In Beauty Retail With Cécred". Forbes. Archived from the original on March 4, 2024. Retrieved March 21, 2024.
8. ^ Muhammad, Latifah (July 24, 2023). "Rare Beauty Takeover: Selena Gomez Has Reportedly Sold $70 Million in Blush". Billboard. Archived from the original on August 23, 2023. Retrieved September 11, 2023.
9. ^ "This Celebrity-Owned Beauty Brand Is The Most Influential Company In The World!". Times of India. May 30, 2024. Retrieved May 30, 2024.
10. ^ Lapid, Alyssa (May 30, 2024). "Selena Gomez Just Made CEO Dressing Look So Chic". Bustle. Retrieved May 30, 2024.
11. ^ Aziz, Afdhel. "Rare Beauty Launches Mental Health 101 Campaign To Help Gen-Z Get Access To Health For All". Forbes. Retrieved December 28, 2022.
12. ^ "With Rare Beauty, Selena Gomez Is Making a Real Difference". Well+Good. April 23, 2022. Retrieved December 28, 2022.
13. ^ "Rare Impact Fund". Rare Beauty. Retrieved December 28, 2022.
14. ^ "RARE BEAUTY, LLC:: California (US)". OpenCorporates. Retrieved December 28, 2022.
15. ^ "Selena Gomez announces 'Rare Beauty' collection for summer 2020". Good Morning America. Retrieved December 28, 2022.
16. ^ Smith, Sophie (September 10, 2024). "Rare Beauty's rapid rise to success". TheIndustry.beauty. Retrieved March 26, 2025.
17. ^ Cacciatore, Bella (February 4, 2020). "Rare Beauty: Selena Gomez's Beauty Line Is Finally Here". Glamour.com. Glamour. Retrieved December 17, 2022.
18. ^ Robin, Marci (August 4, 2020). "Selena Gomez Finally Announced the Launch Date for Rare Beauty". Allure.com. Allure. Retrieved December 17, 2022.
19. ^ Decker, Megan (February 4, 2020). "Selena Gomez Is Launching Her Beauty Brand At Sephora". Refinery29. Retrieved December 28, 2022.
20. ^ Tan, Amelia (June 11, 2021). "Selena Gomez on Rare Beauty, and How She Challenges the 'Beauty Myth' With Her Makeup Line". Nylon. Retrieved December 17, 2022.
21. ^ Gold, Jessica. "Selena Gomez's Rare Beauty Pledges To Raise $100 Million For Mental Health". Forbes. Retrieved December 28, 2022.
22. ^ "Selena Gomez's Rare Beauty to Raise $100 Million for Mental Health Initiatives". Harper's BAZAAR. July 23, 2020. Retrieved December 28, 2022.
23. ^ Stables, Paige (February 10, 2022). "Selena Gomez Has Rewritten the Script for Beauty Start-Ups". Allure.com. Allure. Retrieved December 17, 2022.
24. ^ Aziz, Afdhel. "Rare Beauty Launches Mental Health 101 Campaign To Help Gen-Z Get Access To Health For All". Forbes. Retrieved December 17, 2022.
25. ^ "Selena Gomez Launches 'Your Words Matter' Mental Health Campaign With Rare Beauty". finance.yahoo.com. May 2022. Retrieved December 28, 2022.
26. ^ "Selena Gomez's Rare Beauty Will Launch With 48 Shades". Teen Vogue. April 16, 2020. Retrieved December 28, 2022.
27. ^ "Environmental Impact". RareBeauty.com. Rare Beauty. Retrieved December 17, 2022.
28. ^ Roberts, Sami (March 30, 2022). "Is the Rare Beauty Liquid Blush Worth the Hype?". Cosmopolitan. Archived from the original on March 1, 2023. Retrieved August 16, 2023.
29. ^ Shatzman, Celia (December 18, 2023). "Selena Gomez's Rare Beauty Launches Body Care—And It Feels Like A Big Hug". Forbes. Archived from the original on January 4, 2024. Retrieved January 19, 2024.
30. ^ ""I tried Rare Beauty's new body care range – here's what I thought…"". Cosmopolitan. February 2, 2024. Retrieved February 14, 2024.
31. ^ Rao, Priya (March 20, 2024). "Selena Gomez's Rare Beauty Exploring an IPO or Sale as Net Sales Cross $400 Million". The Business of Fashion. Retrieved March 21, 2024.

## External links

[edit]

* Official website

* v
* t
* e

Selena Gomez

* Awards and nominations
* Discography
* Live performances
* Songs
* Videography

Studio albums|

* Stars Dance
* Revival
* Rare
* I Said I Love You First

Compilation albums|

* For You

EPs|

* Another Cinderella Story EP
* Revelación

Singles|

* "Tell Me Something I Don't Know"
* "Come & Get It"
* "Slow Down"
* "The Heart Wants What It Wants"
* "Good for You"
* "Same Old Love"
* "Hands to Myself"
* "Kill Em with Kindness"
* "It Ain't Me"
* "Bad Liar"
* "Fetish"
* "Wolves"
* "Back to You"
* "I Can't Get Enough"
* "Lose You to Love Me"
* "Rare"
* "Boyfriend"
* "Past Life" (remix)
* "Ice Cream"
* "De Una Vez"
* "Baila Conmigo"
* "Selfish Love"
* "999"
* "Let Somebody Go"
* "Calm Down" (remix)
* "My Mind & Me"
* "Single Soon"
* "Love On"
* "Call Me When You Break Up"
* "Sunset Blvd"
* "Younger and Hotter Than Me"
* "Ojos Tristes"

Featured singles|

* "I Want You to Know"
* "We Don't Talk Anymore"
* "Trust Nobody"
* "Taki Taki"
* "Anxiety"

Promotional singles|

* "Whoa Oh!" (remix)
* "Magic"
* "Send It On"
* "Shake It Up"
* "Me & the Rhythm"
* "Look at Her Now"
* "Feel Me"
* "Scared of Loving You"

Other songs|

* "Birthday"
* "Sober"
* "Only You"
* "Dance Again"
* "Vulnerable"
* "People You Know"
* "Dámelo To'"

Concert tours|

* Stars Dance Tour
* Revival Tour

Related|

* July Moon Productions
* Rare Beauty
* Selena Gomez & the Scene
* Selena Gomez: My Mind & Me
* Selena + Chef

* Category

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