Rare Beauty Defies Expectations
Makeup with a message.
by MADISON MANCZKO ★ OCTOBER 16, 2020
Selena Gomez’s makeup line, Rare Beauty, has been generating a surge of buzz within the oh-so competitive beauty community. The company’s first launch was just over a month ago, and people have been quick to compare it to Fenty Beauty, Rihanna’s highly regarded makeup brand. Gomez isn’t here for any of the drama though, and even said in a YouTube collab with NikkieTutorials that she doesn’t want to be a competitor. Rare Beauty instead directs its efforts towards spreading awareness about mental health.
In an interview with E! News, Gomez said Rare Beauty is two and a half years in the making and was heavily inspired by her own mental health journey. “The whole reason why I wanted to create Rare was to kind of challenge the beauty space,” she said. Gomez accomplishes this by actively promoting the importance of self-confidence and natural beauty.
Credit: Rarebeauty.com
According to Forbes magazine, one-third of Americans worry about others judging them for receiving mental health treatment. As someone who has openly struggled with mental health issues herself, Gomez aspires to use her company to lessen the very real stigma surrounding mental illness and the loneliness that comes with it.
Arguably the most powerful part of the company’s mission is the Rare Impact Fund, Gomez’s ambitious long-term goal created to go hand-in-hand with her makeup line. Rarebeauty.com states that the company hopes to raise $100 million in ten years to “help address the gaps in mental health services for underserved communities.” Rare Beauty has also partnered with mental health advocacy organizations such as the National Alliance on Mental Illness (NAMI), Sad Girl’s Club, and The Trevor Project, and one percent of their combined earnings are donated directly to the Rare Impact Fund.
In terms of Rare Beauty’s makeup products, they fall more medium to light on the coverage spectrum, as Gomez’s vision was to enhance the wearer’s natural beauty and to help her customers feel more comfortable in their own skin. The products embody the “no-makeup makeup” look and have been compared to companies like Milk Makeup or Glossier, but the packaging is where Rare Beauty really stands out. Rare Beauty’s sleek and modern packaging is not only unique and easy to use but was also inspired by Gomez’s personal experiences with suffering from arthritis and lupus.
Credit: Hudabeauty.com
The spherical-shaped caps on the foundation, liquid blush, illuminizer, and concealer were made with the intent of being easy to open for those who suffer from similar health conditions to Gomez. She was diagnosed with Lupus in 2015 and even underwent a kidney transplant in 2017. With her side effects including anxiety, depression, and aching joints, it's apparent how heavily her struggle with the autoimmune disease influenced the creation of her brand.
Credit: NBC News
As Rare Beauty continues to seize the makeup world by storm and brings in reviews that are all the rave, it becomes clear how much effort Gomez and her team put into creating quality products. So, if you have the money to spend, consider checking out her line, as it’s currently shaping up to be more than just another celebrity cash-grab.
Cover photo credit: Centennialbeauty.com, elle.com