{{short description |American cosmetics company}} {{Use mdy dates|date=April 2018}} {{Infobox company | name = Rare Beauty LLC | logo = Rare beauty.webp | type = Private | industry = Cosmetics | key_people = {{plainlist| * Scott Friedman (CEO) * Jason Slays (Model) * Nikki Eslami }} | products = Cosmetics | founded = {{Start date and age|2020|09|3}} | founder = Selena Gomez | hq_location = 222 North Pacific Coast Highway | hq_location_city = El Segundo, California | hq_location_country = United States | area_served = Worldwide | owner = Selena Gomez | revenue = US$370 million | revenue_year = 2023 | website = {{URL|rarebeauty.com}} | footnotes = <ref name="Vega">{{Cite web |last=Vega |first=Nicolas |date=2024-04-26 |title=Selena Gomez says success of 'mission-driven' Rare Beauty makeup brand 'makes me happy every night when I go to sleep' |url=https://www.cnbc.com/2024/04/26/selena-gomez-success-of-rare-beautys-mission-makes-me-happy.html |access-date=2024-08-04 |website=CNBC |language=en}}</ref><ref name="BOF 2024">{{Cite web|last=Rao|first=Priya|url=https://www.businessoffashion.com/articles/beauty/beautys-most-sought-after-ma-targets-in-2024/|title=Beauty's Most Sought-After M&A Targets in 2024|magazine=The Business of Fashion|date=January 16, 2024|access-date=January 19, 2024|archive-url=https://web.archive.org/web/20240117141552/https://www.businessoffashion.com/articles/beauty/beautys-most-sought-after-ma-targets-in-2024/|archive-date=January 17, 2024|url-status=live}}</ref><ref name="$2 billion Bloomberg">{{Cite web|last1=Shaw|first1=Lucas|last2=Tse|first2=Crystal|last3=Ceron|first3=Ella|url=https://www.bloomberg.com/news/articles/2024-03-18/selena-gomez-weighs-sale-of-cosmetics-brand-valued-at-2-billion|title=Selena Gomez Weighs Sale of Cosmetics Brand Valued at $2 Billion|website=Bloomberg|date=March 18, 2024|access-date=March 19, 2024|archive-url=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|archive-date=March 19, 2024|url-status=live}}</ref><ref name="Forbes">{{Cite web|url=https://www.forbes.com/profile/selena-gomez/?sh=6d76c6c640cb|title=Selena Gomez - Profile|access-date=June 5, 2025|magazine=Forbes}}</ref> }}
<!-- Information about companies and products must be written in an objective and unbiased style, free of puffery. All article topics must be verifiable with independent, third-party sources WP:NOTADVERT -->'''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, Sephora and Ulta Beauty stores in multiple regions, including North America, Europe, Asia, and the Middle East.<ref>{{Cite web |last=Robin |first=Maci |date=2020-02-05 |title=Selena Gomez Is Launching a Makeup Brand at Sephora This Summer |url=https://www.allure.com/story/selena-gomez-rare-beauty-makeup-brand-sephora |access-date=2022-12-28 |website=Allure |language=en-US}}</ref>
As of 2024, Rare Beauty is valued at over US$2 billion.<ref name="BOF 2024" /><ref name="$2 billion Bloomberg" /><ref>{{cite news |last=Shatzman |first=Celia |date=March 21, 2024 |title=Selena Gomez’s Popular Rare Beauty Brand Is Said to Weigh a Sale |url=https://finance.yahoo.com/news/selena-gomez-popular-rare-beauty-200000921.html |access-date=April 7, 2026 |work=Yahoo! Finance}}</ref> As of 2025, over $2.7 billion, by ''Fashion''.<ref>{{Cite web|last=McEwen|first=Julia|url= https://fashionmagazine.com/beauty-grooming/rare-beauty-blush-brand-story/|title=How Rare Beauty Transformed Celebrity Beauty Lines Forever|magazine=Fashion|date=June 24, 2025|access-date=July 1, 2025 }}</ref> Rare Beauty is among Sephora's best-selling brands and is the fastest-growing celebrity beauty brand on social media.<ref>{{Cite web|last1=Ludmir|first1=Clara|url=https://www.forbes.com/sites/claraludmir/2024/02/23/beyonce-joins-rihanna-selena-gomez-and-more-in-beauty-retail-with-ccred/|title=Beyoncé Joins Rihanna, Selena Gomez And More In Beauty Retail With Cécred|magazine=Forbes|date=February 23, 2024|access-date=March 21, 2024|archive-url=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/|archive-date=March 4, 2024|url-status=live}}</ref><ref name="Billboard $70 Million">{{Cite magazine|last=Muhammad|first=Latifah|url=https://www.billboard.com/culture/product-recommendations/selena-gomez-rare-beauty-blush-sales-70-million-1235377562/|title=Rare Beauty Takeover: Selena Gomez Has Reportedly Sold $70 Million in Blush|magazine=Billboard|date=July 24, 2023|access-date=September 11, 2023|archive-url=https://web.archive.org/web/20230823171558/https://www.billboard.com/culture/product-recommendations/selena-gomez-rare-beauty-blush-sales-70-million-1235377562/|archive-date=August 23, 2023|url-status=live}}</ref> In 2024, ''Time'' recognized Rare Beauty as one of the most influential companies of the year.<ref>{{Cite news |date=May 30, 2024 |title=This Celebrity-Owned Beauty Brand Is The Most Influential Company In The World! |url=https://timesofindia.indiatimes.com/life-style/beauty/this-celebrity-owned-business-is-the-most-influential-beauty-brand-in-the-world/articleshow/110551666.cms |access-date=May 30, 2024 |work=Times of India}}</ref><ref>{{Cite magazine |last=Lapid |first=Alyssa |date=May 30, 2024 |title=Selena Gomez Just Made CEO Dressing Look So Chic |url=https://www.bustle.com/style/selena-gomez-time-magazine-cover/ |access-date=May 30, 2024 |magazine=Bustle}}</ref> A portion of its sales supports the Rare Beauty Impact Fund, which provides funding for mental health initiatives.<ref>{{Cite web |last=Aziz |first=Afdhel |title=Rare Beauty Launches Mental Health 101 Campaign To Help Gen-Z Get Access To Health For All |url=https://www.forbes.com/sites/afdhelaziz/2021/05/20/rare-beauty-launches-mental-health-101-campaign-to-help-gen-z-get-access-to-health-for-all/ |access-date=2022-12-28 |website=Forbes |language=en}}</ref><ref>{{Cite web |date=2022-04-23 |title=With Rare Beauty, Selena Gomez Is Making a Real Difference |url=https://www.wellandgood.com/rare-beauty-selena-gomez/ |access-date=2022-12-28 |website=Well+Good |language=en}}</ref><ref>{{Cite web |title=Rare Impact Fund |url=https://www.rarebeauty.com/blogs/rare-impact/rare-impact-fund |access-date=2022-12-28 |website=Rare Beauty |language=en}}</ref>
On February 1st of 2026, Rare Beauty became available at Ulta Beauty and expanded the availability of the brand.<ref>{{Cite web |date=2026-02-02 |title=Selena Gomez's Rare Beauty Just Landed at Ulta — Here's What You Should be Shopping |url=https://wwd.com/shop/shop-beauty/best-rare-beauty-products-ulta-selena-gomez-shop-online-1238535226/ |access-date=2026-04-06 |website=WWD |language=en-US}}</ref>
== Background == <!-- Information about companies and products must be written in an objective and unbiased style, free of puffery. All article topics must be verifiable with independent, third-party sources WP:NOTADVERT -->Rare Beauty was founded on February 22, 2019, by American singer and actress Selena Gomez.<ref>{{Cite web |title=RARE BEAUTY, LLC:: California (US) |url=https://opencorporates.com/companies/us_ca/201905310862 |access-date=2022-12-28 |website=OpenCorporates}}</ref> On February 4, 2020, she formally announced her company on social media.<ref>{{Cite web |title=Selena Gomez announces 'Rare Beauty' collection for summer 2020 |url=https://www.goodmorningamerica.com/style/story/selena-gomez-announces-rare-beauty-collection-summer-2020-68757133 |access-date=2022-12-28 |website=Good Morning America |language=en}}</ref><ref>{{Cite web |last=Smith |first=Sophie |date=2024-09-10 |title=Rare Beauty's rapid rise to success |url=https://theindustry.beauty/rare-beautys-rapid-rise-to-success/ |access-date=2025-03-26 |website=TheIndustry.beauty |language=en-GB}}</ref><ref>{{cite web |last1=Cacciatore |first1=Bella |date=February 4, 2020 |title=Rare Beauty: Selena Gomez's Beauty Line Is Finally Here |url=https://www.glamour.com/story/selena-gomez-rare-beauty-line-details |access-date=17 December 2022 |website=Glamour.com |publisher=Glamour}}</ref><ref>{{cite web |last1=Robin |first1=Marci |date=August 4, 2020 |title=Selena Gomez Finally Announced the Launch Date for Rare Beauty |url=https://www.allure.com/story/rare-beauty-selena-gomez-launch-date |access-date=17 December 2022 |website=Allure.com |publisher=Allure}}</ref> 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.”<ref>{{Cite web |last=Decker |first=Megan |date=2020-02-04 |title=Selena Gomez Is Launching Her Beauty Brand At Sephora |url=https://www.refinery29.com/en-gb/2020/02/9359622/selena-gomez-rare-beauty-brand |access-date=2022-12-28 |website=Refinery29 |language=en-GB}}</ref> 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.” <ref>{{cite web |last1=Tan |first1=Amelia |title=Selena Gomez on Rare Beauty, and How She Challenges the 'Beauty Myth' With Her Makeup Line |url=https://www.nylon.com.sg/2021/06/interview-selena-gomez-on-makeup-brand-rare-beauty/ |website=Nylon |date=June 11, 2021 |access-date=17 December 2022 |archive-date=December 17, 2022 |archive-url=https://web.archive.org/web/20221217224953/https://www.nylon.com.sg/2021/06/interview-selena-gomez-on-makeup-brand-rare-beauty/ |url-status=dead }}</ref>
== Rare Impact Fund == <!-- Information about companies and products must be written in an objective and unbiased style, free of puffery. All article topics must be verifiable with independent, third-party sources WP:NOTADVERT -->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.<ref>{{Cite web |last=Gold |first=Jessica |title=Selena Gomez's Rare Beauty Pledges To Raise $100 Million For Mental Health |url=https://www.forbes.com/sites/jessicagold/2020/07/22/selena-gomezs-rare-beauty-pledges-to-raise-100m-for-mental-health/ |access-date=2022-12-28 |website=Forbes |language=en}}</ref><ref>{{Cite web |date=2025-10-17 |title=Selena Gomez Has Built A Beauty Empire. Why She Says It Hasn’t Made Her Happier |url=https://www.inkl.com/news/selena-gomez-has-built-a-beauty-empire-why-she-says-it-hasn-t-made-her-happier |access-date=2026-04-06 |website=inkl |language=en}}</ref> 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.<ref>{{Cite magazine |date=2020-07-23 |title=Selena Gomez's Rare Beauty to Raise $100 Million for Mental Health Initiatives |url=https://www.harpersbazaar.com/celebrity/latest/a33403145/selena-gomez-rare-beauty-fund-raising-100-million-mental-health-services/ |access-date=2022-12-28 |magazine=Harper's BAZAAR |language=en-us}}</ref> 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.<ref>{{cite web |last1=Stables |first1=Paige |title=Selena Gomez Has Rewritten the Script for Beauty Start-Ups |url=https://www.allure.com/story/selena-gomez-rare-beauty-impact-interview |website=Allure.com |date=February 10, 2022 |publisher=Allure |access-date=17 December 2022}}</ref> 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."<ref>{{cite web |last1=Aziz |first1=Afdhel |title=Rare Beauty Launches Mental Health 101 Campaign To Help Gen-Z Get Access To Health For All |url=https://www.forbes.com/sites/afdhelaziz/2021/05/20/rare-beauty-launches-mental-health-101-campaign-to-help-gen-z-get-access-to-health-for-all/?sh=7fec7bc12829 |work=Forbes |access-date=17 December 2022}}</ref><ref>{{Cite web |title=Selena Gomez Launches 'Your Words Matter' Mental Health Campaign With Rare Beauty |url=https://finance.yahoo.com/news/selena-gomez-launches-words-matter-194033317.html |access-date=2022-12-28 |website=finance.yahoo.com |date=May 2022 |language=en-US}}</ref>
== Products == <!-- Information about companies and products must be written in an objective and unbiased style, free of puffery. All article topics must be verifiable with independent, third-party sources WP:NOTADVERT -->Its original launch included 48 shades of foundation, matte lip creams, eyebrow definers, liquid blush, and lip balms.<ref>{{Cite web |date=2020-04-16 |title=Selena Gomez's Rare Beauty Will Launch With 48 Shades |url=https://www.teenvogue.com/story/selena-gomez-rare-beauty-will-launch-with-48-shades |access-date=2022-12-28 |website=Teen Vogue |language=en-US}}</ref> 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.<ref>{{cite web |title=Environmental Impact |url=https://www.rarebeauty.com/pages/sustainability |access-date=17 December 2022 |website=RareBeauty.com |publisher=Rare Beauty}}</ref>
Going viral on TikTok in 2022, the Rare Beauty blush has made a significant impact on the brand's imaging, with some saying the product is "too pigmented."<ref>{{cite magazine |last=Roberts |first=Sami |date=Mar 30, 2022 |title=Is the Rare Beauty Liquid Blush Worth the Hype? |url=https://www.cosmopolitan.com/style-beauty/beauty/a39574408/rare-beauty-liquid-blush-review/ |url-status=live |archive-url=https://web.archive.org/web/20230301191346/https://www.cosmopolitan.com/style-beauty/beauty/a39574408/rare-beauty-liquid-blush-review/ |archive-date=March 1, 2023 |access-date=16 August 2023 |magazine=Cosmopolitan |language=en}}</ref>
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.<ref>{{Cite web|last=Shatzman|first=Celia|url=https://www.forbes.com/sites/celiashatzman/2023/12/18/selena-gomezs-rare-beauty-launches-body-care-and-it-feels-like-a-big-hug/|title=Selena Gomez's Rare Beauty Launches Body Care—And It Feels Like A Big Hug|magazine=Forbes|date=December 18, 2023|access-date=January 19, 2024|archive-url=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/|archive-date=January 4, 2024|url-status=live}}</ref><ref>{{Cite web |last=Anbouba |first=Margaux |date=2023-12-11 |title=Selena Gomez’s Rare Beauty Launches Fragrance and Body Products |url=https://www.vogue.com/article/selena-gomez-take-comfort-rare-beauty-fragrance-and-body |access-date=2026-04-06 |website=Vogue |language=en-US}}</ref>That same year, Rare Beauty launched its “Made Accessible” initiative, collaborating with the Casa Colina Research Institute to test packaging usability with individuals with upper-extremity disabilities. This led to product updates like matte finishes for grip, spherical caps, and ergonomic designs to support more inclusive application.<ref>{{Cite web |title='Everybody benefits': Why the beauty industry needs to get serious about accessible packaging {{!}} Retail Dive |url=https://www.retaildive.com/news/beauty-packaging-accessibility-rare-beauty-target-elf-beauty/729430/ |access-date=2025-08-06 |website=www.retaildive.com |language=en-US}}</ref>
In 2026, Gomez attended a Rare Beauty event in West Hollywood to celebrate the launch of a new matte foundation.<ref>{{Cite web |last=Cafolla |first=Anna |date=2026-04-03 |title=Selena Gomez Tries Her Own Twist on the Pop of Pink Trend |url=https://www.vogue.com/article/selena-gomez-pop-of-pink |access-date=2026-04-06 |website=Vogue |language=en-US}}</ref><ref>{{Cite web |date=2026-04-03 |title=Selena Gomez Goes ’60s Mod in a Brand-New Prada Minidress |url=https://www.harpersbazaar.com/celebrity/latest/a70928016/selena-gomez-new-prada-pink-minidress-rare-beauty-true-to-myself-foundation-launch/ |access-date=2026-04-06 |website=Harper's BAZAAR |language=en-US}}</ref><ref>{{Cite web |last=AOL |date=2026-04-04 |title=Selena Gomez’s Prada Micro Minidress Shines at Rare Beauty Event |url=https://www.aol.com/articles/selena-gomez-prada-micro-minidress-182533188.html |access-date=2026-04-06 |website=www.aol.com |language=en-US}}</ref>
== Sales == <!-- Information about companies and products must be written in an objective and unbiased style, free of puffery. All article topics must be verifiable with independent, third-party sources WP:NOTADVERT -->The current value of Rare Beauty is over US$2 billion, as of 2024.<ref name="BOF 2024"/><ref name="$2 billion Bloomberg"/> In 2023, the estimated revenue for the line reached US$300 million, up approximately 50 percent from 2022.<ref name="BOF 2024"/><ref name="cosmopolitan.com">{{Cite web |date=2024-02-02 |title="I tried Rare Beauty's new body care range – here's what I thought…" |url=https://www.cosmopolitan.com/uk/beauty-hair/makeup/g42658492/rare-beauty-makeup-review/ |access-date=2024-02-14 |website=Cosmopolitan |language=en-GB}}</ref> Rare Beauty crossed US$400 million in net sales in the 12 months ending in February 2024.<ref name="$400 million BOF">{{Cite web |last1=Rao |first1=Priya |date=March 20, 2024 |title=Selena Gomez's Rare Beauty Exploring an IPO or Sale as Net Sales Cross $400 Million |url=https://www.businessoffashion.com/articles/beauty/selena-gomezs-rare-beauty-exploring-an-ipo-or-sale-as-revenue-crosses-400-million/ |access-date=March 21, 2024 |magazine=The Business of Fashion}}</ref> In 2023, Rare Beauty made a reported $370 million in sales according to ''Forbes''.<ref name="Vega">{{Cite web |last=Vega |first=Nicolas |date=2024-04-26 |title=Selena Gomez says success of 'mission-driven' Rare Beauty makeup brand 'makes me happy every night when I go to sleep' |url=https://www.cnbc.com/2024/04/26/selena-gomez-success-of-rare-beautys-mission-makes-me-happy.html |access-date=2024-08-04 |website=CNBC |language=en}}</ref><ref name="Forbes"/>
== Awards & philanthropy == <!-- Information about companies and products must be written in an objective and unbiased style, free of puffery. All article topics must be verifiable with independent, third-party sources WP:NOTADVERT -->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.
In February 2025, Selena Gomez and Rare Beauty held a pop-up and Valentines shop that supported the L.A. wildfire relief fund. All of the proceeds from the pop-up were donated to Direct Relief's LA wildfire response efforts.<ref>{{Cite web |last=Nash |first=Sarah |date=2025-02-11 |title=Selena Gomez's 'Rare': The Pop-Up & Valentine's Shop Supports L.A. Wildfire Relief With Every Purchase |url=https://secretlosangeles.com/selena-gomez-rare-the-pop-up-valentines-shop-supports-la-wildfire-relief/ |access-date=2025-09-19 |website=Secret Los Angeles |language=en-US}}</ref>
==See also== * Fenty Beauty * Haus Labs * R.E.M. Beauty * Kylie Cosmetics
==References== {{reflist}}
==External links== *{{official website|https://www.rarebeauty.com/}}
{{Selena Gomez}}
Category:Cosmetics brands Category:Organizations established in 2019 Category:Selena Gomez