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Makeup· established
MainstreamRare Beauty
Los Angeles, USA · Founded by Selena Gomez · Founder-led
Inclusive, mental-health-anchored prestige colour cosmetics — ‘rare is beautiful’.
Why it matters
Launched September 2020 at Sephora; estimated $400M+ in 2023 sales. Soft Pinch Liquid Blush became one of the most-replicated viral makeup products of the decade. 1% of all sales fund the Rare Impact Fund for youth mental-health access. The reference case for celebrity beauty done with operational discipline — Gomez is deeply involved in product development, not a name-on-the-box licensor.
Ingredients we're watching
External
rarebeauty.com →Other brands in Makeup
Graph relationships
Timeline
Sources
- 01
- 02Rare Beauty's $60M Soft Pinch Blush Phenomenon ↗Vogue Business
- 03Selena Gomez on Building Rare Beauty ↗Business of Fashion