Rare Beauty

Rare Beauty is an American beauty brand founded by singer and actress Selena Gomez. According to company and media sources, the business was created on February 22, 2019 and publicly revealed in early 2020, with the retail launch following on September 3, 2020 in partnership with Sephora. The brand name references Gomez's 2020 studio album "Rare" and reflects her long‑running focus on mental health and self‑acceptance. From the outset the company committed to vegan, cruelty‑free formulations and packaging choices such as FSC‑certified paper and water‑based inks.

Although Rare Beauty began as a color cosmetics line, in 2024 it expanded into fine fragrance with Rare Eau de Parfum, crafted in France. The fragrance is positioned as a warm and lightly spicy gourmand built around creamy caramel, pistachio, pink pepper, vanilla, ginger, cocoa, sandalwood, tonka bean and skin musk notes, with the brand claiming wear up to 12 hours. The bottle design was developed with input from certified hand therapists and packaging engineers to improve grip and usability, continuing the brand's broader accessibility initiative that also informed updates such as spherical caps and matte finishes across products.

Rare Beauty is also structured around a philanthropic component: 1% of annual sales supports the Rare Impact Fund, which finances mental health services in underserved communities. By 2024 the brand had become one of Sephora's best‑selling labels, had expanded distribution to Ulta and multiple global regions, and was named to Time's list of the most influential companies of the year. In 2024 and 2025 valuations reported by business media placed Rare Beauty above the US$2 billion mark, highlighting its rapid growth in the celebrity beauty space.