Rare Beauty
Rare Beauty is an American makeup and cosmetics company founded and owned by Selena Gomez. Inspired by her third studio album, Rare (2020), the company aims to "break down unrealistic standards of perfection" by promoting inclusivity and addressing mental health initiatives and education.[3][4]
Rare Beauty
Cosmetics
February 22, 2019
Worldwide
- Selena Gomez (Founder & Chairwoman & CEO)
- Scott Friedman (CO-CEO)
- Josh Gurrie (Creative Director)
Rare Beauty launched on September 3, 2020, exclusively through their official website and in Sephora stores in North America.[5] Since then, it has been made available to countries in Europe, Asia, and the Middle East. 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 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][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[edit]
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 was 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]
1st Rare Impact Foundation Benefit: A Night of Radiance & Reflection in Los Angeles
Fundraising gala
October 4, 2023
Nya Studios
Los Angeles, California, U.S.
United States
2023[32]
October 4, 2023
Rare Impact Foundation
Sales[edit]
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][39] 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.[40][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.[40][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,[41] and more than 3.4 million on TikTok.[42]
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.[43]
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.[44]