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Selena Gomez built Rare Beauty by pairing a makeup line she helped develop with a mission centered on self-expression, a major Sephora launch and a standing commitment to direct 1% of sales to mental-health causes. The brand launched in 2020; its later nationwide Ulta Beauty expansion, announced in 2026, marks a further step in its U.S. retail growth.
How Rare Beauty began
Rare Beauty announced its first product line on August 31, 2020, with a September 3 launch planned for the United States, Canada and Mexico. The initial sales channels were Sephora and RareBeauty.com. The company described Gomez as the brand’s founder and creator, and said she took part in product development, testing and design. The launch announcement set out an unusually broad opening assortment: 14 categories and 150 stock-keeping units.
That scale gave the brand more than a single celebrity-led hero product at launch. Its first range included complexion products, lip products, blush, luminizer, brow products and tools. The announcement named 48 shades for both Liquid Touch Weightless Foundation and Liquid Touch Brightening Concealer. Those are launch-era details, not a count of Rare Beauty’s current full assortment.
What made the brand’s positioning distinctive
Rare Beauty’s central message was that makeup should be an option for expression, not a requirement for looking beautiful. In the 2020 launch announcement, Gomez said, “Makeup is something to enjoy, it’s not something you need.” The brand framed its purpose as challenging unrealistic ideals of physical perfection and encouraging self-acceptance. Its current About page continues to describe makeup as a way to feel good without hiding what makes someone unique.
#1 Best Overall
- Sephora Favorites Vacay All Day 9-Piece Makeup & Skincare Value Set
- ASSORTED BEAUTY PRODUCTS - Includes a mix of full-size, deluxe-size, and mini-size makeup and skincare items for lips, face, and brows.
- MULTI-STEP ROUTINE - Features lip gloss, blush balm, brow gel, setting spray, hydrating cream, and primer for everyday use.
- WHAT’S INCLUDED - Rare Beauty Lip Gloss (Full Size); Sol de Janeiro Dewy Cream (Deluxe); REFY Lip Gloss (Mini); Glossier Balm Dotcom (Full Size); Anastasia Beverly Hills Brow Gel (Mini)
- ALSO INCLUDED IN SET - Huda Beauty Setting Spray (Mini); Danessa Myricks Hydrating Primer (Deluxe); Haus Labs Blush Balm (Full Size); LANEIGE Moisturizer (Mini)
These are the company’s stated values, rather than independently measured effects. Their business significance is that the brand’s identity was designed to encompass more than product features: the launch story, product range and philanthropic initiative all reinforced the same message.
How the product strategy developed
Rare Beauty’s launch combined a broad assortment with products the brand could build recognition around. One present-day example is Soft Pinch Liquid Blush. The official product page lists 16 shades and describes matte and dewy finishes, a doe-foot applicator and a highly pigmented formula; its claim that one dot delivers high-impact color is vendor language, not an independent test result. See the official Soft Pinch Liquid Blush page.
Rank #2
- 2-Piece Lash & Brow Set: Includes a volumizing mascara and clear lifting gel for a complete, eye-enhancing routine. Buildable Volume Mascara: Lightweight, water-resistant formula lifts and lengthens without clumping or flaking. Flexible Brow Gel: Universal clear formula shapes, smooths, and sets brows with a strong yet comfortable hold. Long-Lasting Performance: Both products resist humidity, sweat, and natural oils for wear that lasts all day. Effortless Definition: Perfect for creating fuller-looking lashes and naturally sculpted brows with minimal effort.
Commercial reporting later identified the blush as a major seller. TIME reported in May 2024 that it generated $70 million in sales in 2023. That figure is a historical number reported by TIME, not an audited product-sales disclosure or a current sales estimate.
How the Rare Impact Fund works
Rare Beauty announced the Rare Impact Fund in July 2020, setting a goal of mobilizing $100 million over ten years to expand access to mental-health services, particularly in underserved communities. The brand says 1% of all sales goes to the fund, which also raises money from philanthropic foundations, individuals, corporate partners and the wider community. The $100 million is a goal, not evidence that the amount has been raised. The fund describes its approach and mission on its About page; the original commitment appears in the 2020 announcement.
Rank #3
- Rare Beauty Limited Edition Selena's Essential Eye Duo
- INCLUDES: 0.04 oz / 1.3 g Eyeshadow Stick in shade Perspective (deep golden olive) and a 0.27 fl oz / 8 mL Mascara in shade Black.
- What Else You Need to Know: The All of the Above Weightless Eyeshadow Stick in Perspective will line, shade, and smoke out eyes all in one. The Perfect Strokes Universal Volumizing Mascara finishes the look for lush, long, lifted lashes, no matter your lash type.
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The ongoing 1% commitment is different from a separate Sephora campaign that pledged 100% of specified Rare Beauty product sales to the fund for World Mental Health Day. That was an event-specific campaign with territory and monetary limits, not the brand’s standing contribution rate. Sephora’s announcement describes the campaign terms.
TIME reported in May 2024 that the fund had raised $13 million and supported 26 organizations across five continents. Those figures describe the status reported at that time, not current totals. The fund’s own page also cites a statistic that 62% of young people who have struggled with mental health do not receive the complete care they need, but does not identify the underlying study or its date on the page. It attributes a separate figure—0.5% of global health philanthropic spending going to mental health in 2021—to the World Health Organization. TIME’s profile and the fund’s About page provide those attributions.
Rank #4
- BODY & HAIR ESSENTIALS: This mini body care gift set is infused with the joyful Awaken Confidence scent, blending notes of juicy peach, orange blossom, and white sandalwood for a fresh, uplifting experience.
- SKIN-SOFTENING: The Find Comfort Bouncy Body Cream delivers long-lasting hydration for up to 24 hours, leaving skin feeling softer, smoother, plumper, and visibly more even.
- YOUTHFUL LOOKING SKIN: Enriched with niacinamide and hyaluronic acid, this lightweight pudding-like body cream helps refresh dull skin while enhancing overall radiance and comfort.
- FAST ABSORBING: The nonsticky, fast-absorbing fragrance mist softens skin while the biotin-boosted formula helps strengthen hair and protect against breakage without weighing strands down.
- CLEAN, VEGAN: This vegan and cruelty-free set is suitable for all skin types and ideal for gifting, travel, or everyday self-care, delivering a longer-lasting fragrance when layered together.
How Rare Beauty expanded its retail reach
Sephora was the named launch retailer in the United States, Canada and Mexico in 2020. In 2026, Rare Beauty announced a nationwide U.S. retail launch at Ulta Beauty. Together, the announcements show how distribution grew from a direct-sales and Sephora launch to a wider U.S. retail presence. They do not establish that every product is stocked at every location or that the Ulta expansion covers other countries. Check the relevant retailer for current local availability. Read the Ulta expansion announcement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the reported sales figures do—and do not—show
TIME’s May 29, 2024 profile reported that Rare Beauty’s annual sales grew 100% from 2021 to 2022 and then 200% the following year, reaching $400 million for the 12 months ending in May 2024. Those are figures reported by TIME, not audited financial statements in the cited evidence. They indicate the commercial scale the brand had reached by that point, but do not establish its revenue in 2026.
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- These makeup brushes are suitable for applying, blending, and shading products such as foundation, powder, eyeshadow, concealer, blush, and highlighter
- Cruelty-free Make up Brushes: Soft synthetic bristles, high-quality aluminum ferrules, and wooden handles, easy to hold and control while applying makeup
- A Cute Pink Makeup Brush Set: Pretty and dense, evenly dispense products on your skin and create a perfect look, a must-have in your makeup bag
- An Affordable Makeup Brush Kit: A full assortment with different shapes, you can do your makeup like a pro anywhere and anytime
- A Gorgeous Brush Set in Your Collection: Suitable for makeup beginners and enthusiasts, an ideal gift choice for special occasions like Christmas, birthdays, Mother's Day, Valentine's Day, etc
The available reporting also does not establish Rare Beauty’s current valuation, ownership split, or whether the company has been sold or is preparing for a public offering. Strong sales reporting is not a substitute for those specific financial disclosures.
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