Selena Gomez
Selena Gomez launched Rare Beauty in 2020 with Sephora as the rare celebrity beauty brand built primarily around mental health advocacy. The Rare Impact Fund commits 1% of all sales to mental-health access and has crossed $30M+ raised. Reported in 2024 to be exploring strategic options at a $2B+ valuation.
"Rare Impact Fund is not a CSR bolt-on. It's the reason the brand exists."
— Selena Gomez
Gomez built her music and acting career through her teens and twenties before launching Rare Beauty in September 2020 with Sephora — built explicitly around mental-health advocacy and self-acceptance, not perfection.
Hero products like the Soft Pinch Liquid Blush became some of TikTok's most virally-cited makeup items of the early 2020s. The Rare Impact Fund — funded by 1% of all sales plus matched donations — has raised over $30M for mental-health access.
In 2024 Bloomberg reported Rare Beauty was exploring strategic options at a valuation of $2B or more.
Mental-health advocacy is structural — 1% of sales, not seasonal.
Less performative makeup; more permission.
- 2020Launches Rare Beauty at Sephora; founds Rare Impact Fund
- 2022Soft Pinch Liquid Blush becomes a TikTok-viral category-defining product
- 2024Reported $2B+ valuation; strategic-options process underway
How Rare Beauty Became a $2 Billion Brand
featureBloombergSelena Gomez on Mental Health and Rare Beauty
interviewVogue