Launched in 2020, Rare Beauty by Selena Gomez is not just another cosmetics brand, it is a movement that aims to promote mental wellness through makeup, and challenge existing unrealistic beauty standards. The brand’s name signifies that everyone is “rare”, reflecting Gomez’s belief in self-expression and individuality.
This blog is a roadmap of Rare Beauty’s story, Selena’s why, what makes the brand a success, and lessons women entrepreneurs can learn and apply.
A Little About Rare Beauty
Launched in the year 2020, exclusively at Sephora + rarebeauty.com, Rare Beauty aimed to celebrate individuality, embrace imperfections, and redefine beauty standards. A core part of the brand’s mission has been to integrate mental health into the beauty space. All its products are made to feel good, and are designed to support individuality rather than conformity.
Rare Beauty’s core line of products included the hot- selling Soft Pinch Liquid Blush, Lip Soufflé, foundations and concealers with 40+ shades. All of its makeup is vegan and never tested on animals. The brand is committed to making makeup more accessible and user- friendly. Rather than offering high-coverage products, the brand has makeup that feels light, breathable, and enhances natural beauty.
Rare Beauty also supports the Rare Impact Fund, its philanthropic effort to make mental health resources accessible for young people worldwide.
Funded by a certain percentage of Rare Beauty sales, alongside contributions from philanthropic foundations, corporate partners, and individuals, the fund supports non-profit organizations that strengthen mental health services, education, and holistic partnerships for youth. The fund aims at raising $100 million over the next decade to support these initiatives.
Selena Gomez’s Background and Why She Started Rare Beauty
Selena Gomez is famous for her successful career as a Disney star, a pop singer, an actress, and a businesswoman. Disney Channel’s series ‘Wizards of Waverly Place’ made her a teen idol. This was followed by her debut in the music industry with hits like “Come & Get It” and “Lose You to Love Me”. She gained acclaim as an actress in the Hulu series ‘Only Murders in the Building’. She is also the founder of the very successful beauty brand Rare Beauty.
Selena Gomez never once shied away from talking about her mental health struggles, which include bipolar disorder, anxiety, and depression. A part of it stemming from her battle with lupus. She has spoken all about her struggles in her documentary ‘My Mind & Me’ and through interviews.
She has been very vocal about the importance of receiving treatment, finding trustworthy support, and the positive impact of therapies like dialectical behavior therapy (DBT). Gomez also launched the Rare Impact Fund to support mental health education and services for women.
Selena Gomez launched Rare Beauty to break down the unrealistic standards of beauty we witness in society today. There is always the pressure on us to be ‘perfect’. She wanted everyone to understand that they are not defined by a photo, a like, or a comment. The brand promotes self-acceptance and mental health awareness, emphasising that beauty is not about perfection. Rare Beauty’s mission is rooted in their belief that there is beauty in imperfections.
The name Rare was inspired by her third studio album by the same name, Rare,back in 2020. The album explores themes of self- love, self- emp[owerment, and self- acceptance. It serves as a journal of Selena’s experiences over the previous years through hit singles like “Lose You to Love Me” and “Look At Her Now”.
Why Rare Beauty is a Success
Here are some of the reasons why Selena Gomez saw success at Rare Beauty from day zero:
1. Mission-Driven Brand with Mental Health Advocacy
Rare Beauty is a mission-driven brand. Mental health advocacy is its mission, not an afterthought. Wanting people to see beauty in imperfections, and to step out and away from the constricting beliefs built around the need to be ‘perfect’. The Rare Impact Fund is an attempt by the brand to raise and make accessible mental health aid and resources to people across the world.
2. Selena Gomez’s Personal Connection and Brand Relatability
Selena openly shares her struggles with her mental conditions and a debilitating genetic disease, and this makes the brand deeply relatable. The brand has a range of inclusive and high- quality, vegan, and cruelty-free products, which are advertised through its community-driven social media strategy that fosters connection and positivity.
3. Inclusive Product Range and Viral Hero Products
The brand has a wide range of foundations (40+), celebrating all skin tones. Its viral hero products are the Soft Pinch Blush, and Positive Light Highlighter that turned into a rage on TikTok and Instagram. Warm Wishes effortless bronzer Stick, Liquid Touch Brightening Concealer, Positive Light Under Eye Brightener, are some other trending products.
4. Community-Building and Value-Driven Marketing
Rare Beauty isn’t just about cosmetics and customers; it’s a supportive movement. It builds its community through a value-driven approach that centres around mental health, self-acceptance, and authentic connection, rather than traditional marketing.
The brand hosts inclusive events, hosts conversations like “Rare Chats”, promoting kindness through social media platforms. It aligns with mental health advocacy through the Rare Impact Fund, and has pledged $100M over 10 years for access to mental health services. This human-centred strategy creates a loyal, supportive community that helps the brand provide value beyond just products.
5. Omni-Channel Distribution for Accessibility
Rare Beauty distributes its products through a combination of a direct-to-consumer model via its official website, and an exclusive partnership with Sephora, the beauty retailer, both online and in their physical stores globally. This omni-channel model, allows for wide accessibility and caters to customers who prefer different shopping experiences.
6. Accessible Pricing and Thoughtful Packaging
The brand offers high quality products at a competitive price point. A few tweaks in packaging like having grip-friendly caps for its products, has found a lot of appreciation from its loyal customers. Minimalist packaging keeping accessibility in mind is yet another factor working in favour of the brand’s popularity.
Lessons for Women Entrepreneurs Building Similar Brands
So if you look up to Selena Gomez too and want to build a brand like hers, here are some lessons to take notes on:
1. Attach Purpose to Your Brand
There are some crucial takeaways from the story behind Selena Gomez’s Rare Beauty, and the foremost is attaching purpose to your brand. It is easier to relate with your audience when they can find an authentic connection through a personal story, such as Selena’s struggle with mental health, and physical debilities. Let what you make be an answer to and, a by-product of what’s been your struggle in dealing with an emotional need.
2. Prioritize Authenticity and Inclusivity
Authenticity and inclusivity are key to brand success stories. Share your story, and represent your audience in every product. Always present your ‘hero products’ first, instead of flooding the market with several products all at once.
3. Build a Community Around Shared Values
Build a community using the social media platforms to share stories, and speak of shared values. Think of a genuine social cause to tie up your brand to. Speak of your commitment through facts and figures.
4. Embrace Minimalism and Global Accessibility
The world is moving towards minimalism. Bring it into all the products you design and their packaging. Every small detail is noticed. Last but not the least is securing global distribution through strategic retail partnerships, and a strong online and offline presence for greater accessibility.
Conclusion
Rare Beauty is proof that brands with authenticity, purpose, and inclusivity can thrive even in saturated markets. Selena Gomez shows women entrepreneurs the power of combining personal stories with a strong mission.
When a business is purpose-driven,you create more than a brand- you create an impact. All the traction you need for your business to flourish is achieved out of making it as authentic, and relatable as possible.
Relatability leads to visibility, and that can be the pivot to exponential growth when channeled accurately in affording the customers accessibility. This is the model followed by Rare Beauty, and it can be your start to big dreams too.
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