Rare Beauty By Selena Gomez – Makeup Made To Feel Good In

Selena Gomez
Emma Crameri Emma Crameri has been verified by Muck Rack's editorial team

Lifestyle Writer

Feb 16, 2023

American singer and actress Selena Gomez is the founder of a mission-driven beauty brand called Rare Beauty.

She believes everyone is unique and rare, so she wanted to create a brand about celebrating who you are and what makes you different.

Rare Beauty aims to use makeup to shape positive conversations around beauty, self-acceptance, and mental health. Too many people may feel trapped by unrealistic expectations and images of beauty that are impossible to achieve. This is sometimes referred to as ‘the beauty myth’.

The collection uses unique formulas to create breathable and airy makeup. Look forward to using products that go on easily for adjustable coverage and result in a fresh finish, without hiding what makes people unique.

“I’m so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare,” said Selena Gomez, Founder and Creator of Rare Beauty. “These products aren’t about being someone else, it’s about being who you are, whether that’s rocking a full face of bold makeup or barely any makeup at all. Makeup is something to enjoy, it’s not something you need. I want every person to feel beautiful exactly as they are.”

Rare Beauty Collection
Image Credit: Rare Beauty

Must-Have Rare Beauty products:

  • A first-of-its-kind Blot & Glow Touch-Up Kit that’s convenient to carry
  • Perfect Strokes Matte Liquid Liner is inspired by a calligrapher and is comprised of more than 1000 individual hairs
  • complexion products include the Always An Optimist Illuminating Primer, Always an Optimist 4-in-1 Mist, and the Liquid Touch Weightless Foundation & Liquid Touch Brightening Concealer, which are each available in 48 shades to suit all skin tones
  • With Gratitude Dewy Lip Balm in eight shades
  • Lip Souffle Matte Lip cream in 12 shades
  • Positive Light Liquid Luminizer in eight shades
  • Soft Pinch Liquid Blush in eight shades (four dewy and four matte)
  • Brow Harmony Pencil & Gel
  • Beauty tools: pale pink makeup brushes, a multi-tasking sponge, a compact mirror and a cute makeup brush cup

Did you know mental illness impacts one in five adults in the United States each year?

Rare Impact Mental Health Virtual Event

The event will help kick off our educational campaign, Your Words Matter, which aims to educate and inspire around the importance of word choice when talking about mental health.

About The Rare Impact Fund

The brand aims to raise US$100 million over ten years to help address gaps in mental health services to underserved communities. One per cent of Rare Beauty sales will be directed to The Rare Impact Fund.

“I’m so grateful to be surrounded by a team that’s helped make the Rare Impact Fund a reality,” said Selena Gomez, founder of Rare Beauty. “Since the brand’s inception, we wanted to find a way to give back to our community and further support people who needed access to mental health services, which have had a profound impact on my life. Rare Beauty is focused on helping people feel more connected to one another and less alone in the world. The Rare Impact Fund will make a direct impact on many lives and, ultimately, make a difference in the world. I’m proud of the work we’ve begun to do with our partners to offer these services to anyone who needs support.”

About Rare Beauty Mental Health Council

In addition, Rare Beauty has created the Rare Beauty Mental Health Council, composed of expert advisors from leading universities, organizations, and companies focused on mental health.

“I’m pleased to serve on the Rare Beauty Mental Health Council. There is a dire need for equitable access to mental health resources for children and adults. My hope is that these funds will help us get the necessary support to those who need them the most,” said Dr Marc Brackett of the Yale Center for Emotional Intelligence and author of the book, “Permission to Feel” and council member.

“Both mental health and seeking support continue to be disproportionately stigmatized in underserved communities. By supporting community engagement and channelling funding into resource providers, we can have a substantial impact on the mental health of all communities,” said Dr Jane Delgado, president and CEO of the National Alliance for Hispanic Health.

Rare Beauty is available to purchase at Sephora and online at RareBeauty.com.


By Emma Crameri Emma Crameri has been verified by Muck Rack's editorial team

Lifestyle Writer

Emma Crameri is a regular contributor for The Carousel and Women Love Tech. She is also the editor of the Brisbane-based food and lifestyle website Brisbanista.



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