Rare Beauty: A Cult Favorite with a Purpose
Rare Beauty: A Cult Favorite with a Purpose
By Ava Rosetti — April 11, 2025
Selena Gomez’s makeup company Rare Beauty has changed the game for celebrity beauty brands. Known for their fabulous and blendable formulas, Rare Beauty has become one of the most loved and popular beauty brands over the last few years.
Since its launch in 2020, Rare Beauty has earned a spot in Time’s 100 most Influential Companies in 2024 and has dropped several new lines.
Rare Beauty is all about breaking down the once believed standards of beauty. The brand’s website states, “This is makeup made to feel good in, without hiding what makes you unique—because Rare Beauty is not about being someone else, but being who you are.” Rare beauty hopes to create a space that celebrates self-acceptance and mental well-being.
The beauty brand is committed to making a difference in the world with Rare Impact. With a purpose of promoting mental health and self-acceptance, Rare Impact aims to support the mental well-being of the company’s employees, community, and partners. In 2023, Rare Beauty raised over $7 million and reached over one million people with Rare Impact.
Throughout the years, Rare Beauty has remained consistent with their purpose, “Celebrating individuality by redefining what beauty means.”
One of Rare Beauty’s most popular products, the Soft Pinch Liquid Blush, changed the game for blush in the beauty industry. Rare Beauty’s consistently good formulas received praise from celebrities and TikTok beauty influencers like Mikayla Nogueira. In the final days of January, the beauty brand released a new seven shade line of Soft Pinch Liquid Contour—an ode to the internet sensation that is the Soft Pinch Liquid Bush.
Gomez recently celebrated Galentine's Day with Jennifer Anniston and her brand LolaVie. During a joint event in Los Angeles, Gomez announced that a new limited edition Soft Pinch Blush product would be available on the Rare Beauty website for all of 48 hours before disappearing until March for a permanent drop.
As the brand continues to drop viral beauty lines, Rare Beauty will continue to stand by their mission statement and better the beauty community.
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