Rare Beauty Explained

Rare Beauty LLC
Type:Private
Trading Name:Rare Beauty
Industry:Cosmetics
Key People:
  • Selena Gomez (Founder, CEO, Owner)
  • Scott Friedman (CO-CEO)
  • Josh Gurrie (Creative Director)
  • Nikki Eslami (Investor)
Products:Cosmetics
Founder:Selena Gomez
Hq Location:222 N Pacific Coast Hwy
Hq Location City:El Segundo, California
Hq Location Country:United States
Area Served:Worldwide
Owner:Selena Gomez
Revenue:US$ 300 million (2023)[1] [2]

Rare Beauty is an American makeup and cosmetics company founded and owned by Selena Gomez. The brand was Inspired by her third studio album, Rare (2020). Rare Beauty launched on September 3, 2020, exclusively through their official website and in Sephora stores in North America.[3] Since then, it has been made available to countries in Europe, Asia, and the Middle East. The company aims to "break down unrealistic standards of perfection" by promoting inclusivity and addressing mental health initiatives and education.[4] [5] One percent of all sales are donated to the Rare Beauty Impact Fund, a part of their "commitment to give people access to the resources they need to support their mental health."[6]

The current valuation of Rare Beauty is over US$2 billion, as of 2024. In 2023, the estimated revenue for the line reached US$300 million, up approximately 50 percent from 2022.[7] Rare Beauty crossed US$400 million in net sales in the 12 months ending in February 2024.[8] The brand is one of the best-selling brands at Sephora.[9] Additionally, Rare Beauty is the fastest-growing celebrity beauty brand on social media.[10]

History

Rare Beauty was founded on February 22, 2019, by American singer and actress Selena Gomez.[11] On February 4, 2020, she formally announced her company on social media.[12] 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.”[13] In an interview with Allure, Gomez stated that "beauty doesn’t have to be defined by a like or a comment, or your body. We were always under the notion that this would also be about mental health and creating a safe place for people to connect."[14] 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.” [15]

In August 2020, Gomez revealed on Instagram that Rare Beauty would be launching on September 3 on its official website and in Sephora stores across North America.[16] [17] Its original included 48 shades of foundation, matte lip creams, eyebrow definers, liquid blush, and lip balms.[18] 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.[19] As the company grew, Rare Beauty expanded its markets to the Middle East, Europe, and Southeast Asia.[20] [21] In February 2022, the company launched in the United Kingdom exclusively through Space.NK.[22] [23] Going viral on TikTok, the Rare Beauty blush has made a significant impact on the brands imaging, some even say the product is "too pigmented."[24]

Rare Impact Fund

As part of her commitment to mental health awareness and education, 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.[25] 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.[26] 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.[27] For Mental Health Awareness Month, Rare Beauty launched its first GoFundMe campaign and pledged to match $200,000 of donations. 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."[28] [29]

In honor of World Mental Health Day, Gomez announced that Sephora donated 100 Percent* of the sales of Rare Beauty by Selena Gomez products to the Rare Impact Foundation for Mental Health services within 24 hours.[30] [31]

1st Rare Impact Foundation Benefit

1st Rare Impact Foundation Benefit: A Night of Radiance & Reflection in Los Angeles
Genre:Fundraising gala
Founder Name:Selena Gomez
Host:Martin Short
Date:October 4, 2023
Location:Nya Studios
Los Angeles, California, U.S.
Country:United States
Years Active:2023[32]
Organized:Rare Impact Foundation

On October 4, 2023, Gomez held her first the inaugural Rare Impact Foundation Benefit: A Night of Radiance & Reflection in Los Angeles.[33] The charity event supported the Rare Impact Foundation's mission to raise money to reduce mental health-related stigma and expand access to mental health services and education for young people around the world.[34] [32] Many celebrities attended this charity event, and Martin Short served as emcee for the evening, and H.E.R. also had a special performance and a Marshmello DJ set.[32]

Inclusivity

Rare Beauty aims to be inclusive[35] by offering a diverse range of 48 foundation and concealer shades.[36] The packaging is also made to be easy to use by people with disabilities with a sphere shape at the top of the applicators which prove to be disability-friendly.[37] [38]

Products

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.[39]

Sales

The current price of Rare Beauty is over US$2 billion, as of 2024.[1] [2] In 2023, the estimated revenue for the line reached US$300 million, up approximately 50 percent from 2022.[1] [40] Rare Beauty crossed US$400 million in net sales in the 12 months ending in February 2024.[8]

According to a Bloomberg report, the brand's star product is the best-selling liquid blush, the product retails for US$23, which in 2022 sold over 3.1 million units.[41] [10] Rare Beauty has already sold US$70 million worth of liquid blush in 2022 alone, and expects to triple the company's overall sales from last year.[41] [10] Additionally, Rare Beauty is the fastest-growing celebrity beauty brand on social media.[10] The company gained 400,000 TikTok followers and more than 600,000 Instagram followers in February 2023.[10] The brand has more than 6.4 million followers on Instagram,[42] and more than 3.4 million on TikTok.[43]

In 2023, Rare Beauty launched its Soft Pinch Tinted Lip Oils, they sold out within 12 hours on RareBeauty.com, generating a wait-list of more than 20,000 customers.[44]

As of 2023, Rare Beauty emerged as the top index brand on TikTok and Instagram, with a combined media impact value of US$313,198,657 on the two platforms alone.[45] In 2023, Rare Beauty made a reported $350 million in sales according to Business of Fashion.[46]

Controversies

Amidst Israeli–Palestinian conflict, the brand has faced criticism for sharing misleading posts about providing aid to Gaza.[47]

Awards and nominations

AwardYear Recipient(s) and nominee(s)CategoryResult
Allure Best of Beauty Awards2021Rare Beauty by Selena GomezBest New Brand[48]
Best Cream Blush[49]
2022Best Blush[50]
Best Mascara
Best Blush (Liquid)[51]
2023Best Blush[52]
Best Highlighter
Best Mascara[53]
Best Powder Highlighter[54]
Anthem Awards2024Diversity, Equity & Inclusion[55]
Beautycon's The Beauties Awards 2023Brand of the Year[56]
CEW Beauty Awards 2021Face Product[57]
2023Best New Face Makeup – Prestige[58]
Cosmopolitan Beauty Awards (UK)2022Best Bronzer[59]
Best Lip Liner[60]
2023Best Gel Eyeliner[61]
Cosmopolitan Holy Grail Beauty Awards2021Best Blush[62]
2022Best Liquid Lipstick[63]
2023Best Highlighter[64]
Cosmopolitan Readers’ Choice Beauty Awards2022Best Highlighter[65]
Best Mascara[66]
Best Blush
Best Lip Balm
2023Best Celebrity Brand[67]
Best Setting Powder
Best Bronzer
Best Blush
Best Highlighter
2023Best Foundation and Blush[68]
The Highlighter[69]
2021Best Makeup Products of the Year[70]
2022Best Lipstick[71]
Best Powder[72]
Best Breakthrough[73]
2023Best Highlighter[74]
Best Lipstick
Best Highlighter[75]
Best Blush
Best Highlighter[76]
Best Lip Gloss
2022Best Blush[77]
Best Fake Flush[78]
Best Blush - Cream[79]
2023Best Liquid Liner[80]
Best Highlighter[81]
Best Concealer for Under Eye
InStyle Awards2021Best Concealer[82]
Favorite Celebrity Brand
2023Best Highlighter[83]
2023Makeup[84]
2023Mental Health First Aid Impact Award – Partnership of the Year[85]
2023Best Powder Highlighter[86]
PETA's Libby Awards2020Heroes — Favorite Vegan Makeup Line[87]
2022Lifestyle — Favorite New Vegan Beauty Product[88]
Prevention Beauty Awards2022Best Skin Tint[89]
2021Best Beauty Products[90]
2022Best Blush[91]
Shop Today Beauty Awards2023Best Cream Lipstick[92]
Best Curling Mascara[93]
Stylist Best Beauty Awards2023Best Pencil Eyeliner[94]
2022Makeup — Best Highlighter[95]
2023Makeup — Best Lip Oil[96]
The New Zealand Herald2022The Flirt[97]
The Sunday Times Style Beauty Awards2022Best Celebrity Brand[98]
2023[99]
Best Complexion Make-up[100]
2023Celebrity or Influencer Beauty Mogul[101]
Best Highlighter[102]
2021Rare Beauty by Selena Gomez — Makeup Made to Feel Good InFashion & Beauty — Social[103]
2022Rare Beauty by Selena GomezFashion & Beauty — General Social[104]
2023Community Engagement — Features (Social)[105]
Fashion & Beauty — General Social (Social)[106]
[107]
WWD Beauty Inc Awards2020Startup of the Year[108]

Rare Impact by Rare Beauty Awards

AwardYearRecipient(s) and nominee(s)CategoryResult
Halo Awards2022Rare Impact – Mental Health 101 – Rare BeautyBest Health Initiative (Physical or Mental Health)[109]
Shorty Awards2022Your Words Matter from Rare Impact by Rare BeautyBest in Mental Health[110]
Rare Impact by Rare Beauty - Mental Health Awareness Month 2022Best in Corporate Social Responsibility

Other accolades

Listicles

Name of publisher, name of listicle, year(s) listed, and placement result
PublisherListicleYear(s)Result
Glamour31 Best Female-owned Beauty Brands2023Placed[111]
Fast Company165 Brands That Matter In 20232023Placed[112]

Notes and References

  1. Web site: Rao. Priya. Beauty's Most Sought-After M&A Targets in 2024. The Business of Fashion. January 16, 2024. January 19, 2024. https://web.archive.org/web/20240117141552/https://www.businessoffashion.com/articles/beauty/beautys-most-sought-after-ma-targets-in-2024/. January 17, 2024. live.
  2. Web site: Shaw. Lucas. Tse. Crystal. Ceron. Ella. Selena Gomez Weighs Sale of Cosmetics Brand Valued at $2 Billion. Bloomberg. March 18, 2024. March 19, 2024. https://web.archive.org/web/20240319012218/https://www.bloomberg.com/news/articles/2024-03-18/selena-gomez-weighs-sale-of-cosmetics-brand-valued-at-2-billion. March 19, 2024. live.
  3. Web site: Robin . Maci . 2020-02-05 . Selena Gomez Is Launching a Makeup Brand at Sephora This Summer . 2022-12-28 . Allure . en-US.
  4. Web site: Aziz . Afdhel . Rare Beauty Launches Mental Health 101 Campaign To Help Gen-Z Get Access To Health For All . 2022-12-28 . Forbes . en.
  5. Web site: 2022-04-23 . With Rare Beauty, Selena Gomez Is Making a Real Difference . 2022-12-28 . Well+Good . en.
  6. Web site: Rare Impact Fund . 2022-12-28 . Rare Beauty . en.
  7. Web site: 2024-02-02 . "I tried Rare Beauty's new body care range – here's what I thought…" . 2024-02-14 . Cosmopolitan . en-GB.
  8. Web site: Rao. Priya. Selena Gomez's Rare Beauty Exploring an IPO or Sale as Net Sales Cross $400 Million. The Business of Fashion. March 20, 2024. March 21, 2024.
  9. Web site: Ludmir. Clara. Beyoncé Joins Rihanna, Selena Gomez And More In Beauty Retail With Cécred. Forbes. February 23, 2024. March 21, 2024. https://web.archive.org/web/20240304213323/https://www.forbes.com/sites/claraludmir/2024/02/23/beyonce-joins-rihanna-selena-gomez-and-more-in-beauty-retail-with-ccred/. March 4, 2024. live.
  10. Muhammad. Latifah. Rare Beauty Takeover: Selena Gomez Has Reportedly Sold $70 Million in Blush. Billboard. July 24, 2023. September 11, 2023. https://web.archive.org/web/20230823171558/https://www.billboard.com/culture/product-recommendations/selena-gomez-rare-beauty-blush-sales-70-million-1235377562/. August 23, 2023. live.
  11. Web site: RARE BEAUTY, LLC:: California (US) . 2022-12-28 . OpenCorporates.
  12. Web site: Selena Gomez announces 'Rare Beauty' collection for summer 2020 . 2022-12-28 . Good Morning America . en.
  13. Web site: Decker . Megan . 2020-02-04 . Selena Gomez Is Launching Her Beauty Brand At Sephora . 2022-12-28 . . en-GB.
  14. Web site: Chia . Jessica . Selena Gomez's Rare Beauty Line Is Coming Soon, and We Got to Try It Early . Allure.com . August 31, 2020 . Allure . 17 December 2022.
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  17. Web site: Robin . Marci . Selena Gomez Finally Announced the Launch Date for Rare Beauty . Allure.com . August 4, 2020 . Allure . 17 December 2022.
  18. Web site: 2020-04-16 . Selena Gomez's Rare Beauty Will Launch With 48 Shades . 2022-12-28 . Teen Vogue . en-US.
  19. Web site: Environmental Impact . RareBeauty.com . Rare Beauty . 17 December 2022.
  20. Web site: Insider Roundup: Selena Gomez's Rare Beauty To Arrive In Asia & More . 2022-12-28 . TheBeauLife.
  21. Web site: 2021-05-24 . Selena Gomez's Rare Beauty is Launching in the Middle East . 2022-12-28 . Vogue Arabia . en-GB.
  22. Web site: Lindsay . Grace . Selena Gomez just launched Rare Beauty in the UK (and we want it all) . MarieClaire.com . February 2022 . Marie Claire . 17 December 2022.
  23. Web site: Chitrakorn . Kati . 2022-04-20 . Why Space NK is powering pop-ups for emerging beauty brands . 2022-12-28 . Vogue Business . en-US.
  24. . live . March 1, 2023 . https://web.archive.org/web/20230301191346/https://www.cosmopolitan.com/style-beauty/beauty/a39574408/rare-beauty-liquid-blush-review/ . Is the Rare Beauty Liquid Blush Worth the Hype? . Sami . Roberts . Mar 30, 2022 . en . 16 August 2023 .
  25. Web site: Gold . Jessica . Selena Gomez's Rare Beauty Pledges To Raise $100 Million For Mental Health . 2022-12-28 . Forbes . en.
  26. 2020-07-23 . Selena Gomez's Rare Beauty to Raise $100 Million for Mental Health Initiatives . 2022-12-28 . Harper's BAZAAR . en-us.
  27. Web site: Stables . Paige . Selena Gomez Has Rewritten the Script for Beauty Start-Ups . Allure.com . February 10, 2022 . Allure . 17 December 2022.
  28. Web site: Aziz . Afdhel . Rare Beauty Launches Mental Health 101 Campaign To Help Gen-Z Get Access To Health For All . Forbes . 17 December 2022.
  29. Web site: Selena Gomez Launches 'Your Words Matter' Mental Health Campaign With Rare Beauty . 2022-12-28 . finance.yahoo.com . May 2022 . en-US.
  30. Web site: In Honor of World Mental Health Day, Sephora Commits to Donating 100 Percent* of Rare Beauty by Selena Gomez Product Sales to the Rare Impact Fund. Sephora Newsroom. October 4, 2023. October 30, 2023.
  31. Web site: Momenian. Donya. Selena Gomez Announced Sephora Will Donate All Rare Beauty Sales to Mental Health Fund for One Day. Teen Vogue. October 4, 2023. October 30, 2023.
  32. Web site: Chuba. Kirsten. Selena Gomez Hosts Inaugural Rare Impact Fund Benefit, Calling Mental Health Fund "The Most Important Thing That I've Ever Done". The Hollywood Reporter. October 4, 2023. March 10, 2024.
  33. Web site: Chuba. Kirsten. Selena Gomez Hosts Inaugural Rare Impact Fund Benefit, Calling Mental Health Fund "The Most Important Thing That I've Ever Done". The Hollywood Reporter. October 4, 2023. March 10, 2024.
  34. Web site: Aniftos. Rania. Lionel Messi, Luke Combs & More Donate Experiences & Items to Selena Gomez's Rare Impact Fund Benefit. Billboard. October 2, 2023. March 10, 2024.
  35. Web site: Diversity in the Workplace: Google, Microsoft, and Rare Beauty – Let's Go! . 2023-03-23 . sites.psu.edu.
  36. Web site: Le Fond de teint Liquid Touch Rare Beauty . 18 May 2023 . Marie Claire.
  37. Web site: Quezada . Chelsea . 2023-03-09 . We're Just Finding Out About This Rare Beauty Inclusive Packaging Feature . 2023-03-23 . we are Mitú. 100% American & Latino.
  38. Muhammad. Latifah. 2023-03-01. Selena Gomez Shares Spring Makeup Tutorial Using Her 'Favorite' Rare Beauty Products: Watch. 2023-03-26. Billboard. en-US.
  39. Web site: Shatzman. Celia. Selena Gomez's Rare Beauty Launches Body Care—And It Feels Like A Big Hug. Forbes. December 18, 2023. January 19, 2024. https://web.archive.org/web/20240104231838/https://www.forbes.com/sites/celiashatzman/2023/12/18/selena-gomezs-rare-beauty-launches-body-care-and-it-feels-like-a-big-hug/. January 4, 2024. live.
  40. Web site: 2024-02-02 . "I tried Rare Beauty's new body care range – here's what I thought…" . 2024-02-14 . Cosmopolitan . en-GB.
  41. Web site: Ceron. Ella. Selena Gomez Sells $70 Million of Blush a Year as Brand Booms. Bloomberg. July 20, 2023. September 11, 2023.
  42. Web site: Rare Beauty. Instagram. September 11, 2023.
  43. Web site: Rare Beauty. TikTok. September 11, 2023.
  44. Web site: Valby. Karen. Inside Selena Gomez's beauty juggernaut: The Rare Beauty founder on makeup, Gen Z, and navigating social media. Fast Company. October 3, 2023. October 7, 2023. https://web.archive.org/web/20231006191040/https://www.fastcompany.com/90951624/selena-gomez-rare-beauty-cosmetics-industry-juggernaut-gen-z. October 6, 2023. live.
  45. Rare Beauty and Makeup by Mario outperform on TikTok. Vogue Business. October 24, 2023. November 11, 2023. https://web.archive.org/web/20231029191951/https://www.voguebusiness.com/beauty/rare-beauty-and-makeup-by-mario-outperform-on-tiktok-vogue-business-beauty-index. October 29, 2023. live.
  46. Web site: Vega . Nicolas . 2024-04-26 . Selena Gomez says success of 'mission-driven' Rare Beauty makeup brand 'makes me happy every night when I go to sleep' . 2024-08-04 . CNBC . en.
  47. Web site: Jokic . Natasha . 2023-11-07 . Selena Gomez's Rare Beauty Is Being Accused Of "Misleading" People With Its Latest Post On Gaza . 2024-08-06 . BuzzFeed . en.
  48. Web site: These Are the Winners of Our Allure Readers' Choice Awards for 2021. Allure. February 1, 2022. dead. https://web.archive.org/web/20211211051844/https://www.allure.com/story/readers-choice-winners. December 11, 2021.
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  50. Web site: The Winners of the Allure Readers' Choice Awards 2022. Allure. September 13, 2022. September 24, 2022. live. https://web.archive.org/web/20220727181906/https://www.allure.com/story/readers-choice-winners. July 27, 2022.
  51. Web site: Best of Beauty 2022: Base Makeup. Allure. September 13, 2022. September 24, 2022. live. https://web.archive.org/web/20220915135728/https://www.allure.com/story/best-of-beauty-base-makeup-product-winners. September 15, 2022.
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  53. rarebeauty. 1620905041908625408. Besties... our Soft Pinch Liquid Blush, Perfect Strokes Universal Volumizing Mascara, and Positive Light Liquid Luminizer have all been nominated @Alluremagazine's Readers' Choice Awards!. February 1, 2023. May 4, 2023.
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    rarebeauty. 1620905041908625408. Besties... our Soft Pinch Liquid Blush, Perfect Strokes Universal Volumizing Mascara, and Positive Light Liquid Luminizer have all been nominated Allure magazine's Readers' Choice Awards!. February 1, 2023. May 4, 2023.
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