Rare Beauty is a cause-driven cosmetics brand established and owned by pop sensation Selena Gomez. Gomez is a successful singer, actress, and the most followed woman on Instagram, with multiple accolades to her name, which includes 16 Guinness World Records. Gomez was named in Time Magazine’s 100 most influential people list in 2020 and currently has a net worth of $95 Million. She has been a victim of several mental and physical health issues, which motivated her to establish Rare Beauty in 2020.
Apart from being a cruelty-free cosmetics brand, Rare Beauty has a philanthropic foundation and focuses on spreading awareness about mental health and self-love and raising money.
The Motivation Behind Rare Beauty
Besides all her glam and fame, Selena Gomez has gone through a lot in her life, both physically and mentally. Gomez was diagnosed with Lupus, a highly chronic autoimmune disease, in 2015 as per March8. The whole process of recovery involved her staying in rehab till 2015. But again, in 2016, she started getting side effects of Lupus which involved anxiety and depression, which landed her in rehab yet again. The agony did not stop for her as she again had to get a kidney transplant in 2017, followed by multiple hospitalizations in 2018. Gomez was further diagnosed with bipolar disorder too.
During this phase, several malicious rumors were circulated regarding Selena Gomez, and she had to stay off social media for her mental well-being. However, despite her physical and psychological suffering, she did not lose hope and is quite vocal about her issues in public. She even went public about her bipolar disorder in 2020 and has made it a goal to talk about mental health as much as possible and reduce the social stigma surrounding it. So eventually, in September 2020, Gomez launched her very own vegan cosmetic brand, Rare Beauty.
Rare Beauty And Selena Gomez’s Mission
Selena Gomez announced Rare Beauty at the start of 2020, and the brand officially launched in September. The primary motto of Rare Beauty is to liberate women from the shackles of unrealistic beauty standards and public image. Rare Beauty highlights the importance of self-love, embracing inner beauty and imperfections. It manufactures cosmetics inclined towards glowing, natural makeup looks instead of utilizing the cosmetics to disguise or change the user’s looks entirely.
Rare Beauty is an inclusive brand, and its product range includes 48 ranges of foundations, matte lip creams, eyebrow definers, liquid blush, and lip balms. All the products are manufactured in a cruelty-free and vegan procedure, and even the packaging is carried out using recyclable material certified by the Forest Stewardship Council. Rare Beauty was an instant success, with a revenue of $60 Million within five months of hitting the market, as per 440 Industries. As revenue grew, Rare Beauty expanded its presence to the Middle East, Europe, and Southeast Asia. It was also launched in the UK in 2022 in collaboration with Space. NK.
A Multi-Million Dollar Business With A Cause
Rare Beauty was founded alongside Rare Impact Fund, a nonprofit organization that breaks mental health stigmas and provides communities with resources. Rare Beauty has pledged to donate 1% of all sales to this fund, as reported by Allure. In the first year, the Rare Impact Fund donated $1.2 million in grants to eight mental health and education-focused organizations, and its goal is to raise $100 million over a decade.
Rare Beauty held a campaign named Mental Health 101 in May 2021, which is also mental health awareness month. The campaign’s motto was to educate the public about the importance of mental health and create a mental health community. The campaign was carried out on several social media platforms and generated $82,000 for the Rare Impact Fund while garnering 60,000 signatures for their Mental Health 101 petition.
The primary key to Rare Beauty’s success is its products’ quality and that most of Selena’s fans belong to Gen Z, who are constantly subjected to mental health issues, especially since the pandemic. Even the website of Rare Beauty has a separate link for information and resources on mental health, including several articles on crucial topics. They also host a weekly event called Rare Chat, where selected community members hold discussions about friendship and all things Rare Beauty, as mentioned in Rare Beauty.
Selena Gomez has established a morally beautiful business in the form of Rare Beauty, which serves quality products while also trying to improve this world. Rare Beauty became the 8th most successful celebrity beauty brand after its launch, and with its off-beat marketing and business-for-a-cause strategy has become one of the fastest-growing beauty brands in the world. Selena Gomez has taken the sufferings of her life and transformed them into Rare Beauty, demolishing fake beauty standards for the greater good of all the people suffering from mental health.
