Rare Beauty's Global Rise — and the Vision of Selena Gomez Behind It

From Disney star to billion-dollar beauty mogul, Selena Gomez has transformed her personal journey into a worldwide phenomenon. Rare Beauty is rewriting the rules of makeup, and the world can't seem to get enough.

When Selena Gomez launched Rare Beauty in 2020, she didn't just add another celebrity label to the beauty aisles — she introduced a mission-driven movement that reshaped how the world thinks about makeup.

What began as a passion project soon became a global brand reportedly valued at $2.7 billion, outshining massive names like Kylie Cosmetics, Fenty Beauty, and Rhode.

Rare Beauty's success, however, is rooted in something deeper than product sales: it's built on Gomez's lived experiences, her openness about mental health, and her desire to make beauty feel more human.

A Brand That Redefined What Beauty Can Be

From the start, Rare Beauty positioned itself differently. Instead of chasing trends or perfecting full-coverage glam, Gomez imagined a brand that celebrated individuality, embraced imperfections, and pushed back against unrealistic beauty standards.

Every product was designed with intention — lightweight, breathable, vegan, and never tested on animals. The formulas enhance rather than conceal, allowing wearers to feel comfortable rather than pressured to achieve a flawless look.

Accessibility and ease have been core to the brand's approach. Gomez wanted makeup to feel user-friendly and approachable, not intimidating.

The result is a collection that resonates with people of all ages and skill levels, reinforcing the brand's message that beauty is personal, imperfect, and deeply individual.

A Mission Grounded in Mental Wellness

Rare Beauty's impact extends beyond store shelves. A central part of its identity is the Rare Impact Fund, a philanthropic initiative dedicated to expanding mental health resources for young people globally.

Every purchase supports this mission, reinforcing Gomez's belief that beauty should not be separate from emotional well-being.

The brand's ethos also reflects Gomez's own journey. In her interview with Time Magazine, she explained, "I hope I don't, and I hope Rare Beauty doesn't, give off the vibe that you have to do anything."

She recognizes the pressure of the double standard — being judged for wearing too much makeup while simultaneously judged for wearing too little. Often, she chooses to go nearly barefaced herself, wearing little more than an under-eye brightener. That honesty resonates with millions.

Selena Gomez: The Vision Behind the Movement

Gomez's approach to Rare Beauty can't be separated from her personal story. She has never shied away from discussing her struggles with anxiety, depression, and bipolar disorder — challenges compounded by her ongoing battle with lupus.

She shared these experiences candidly in her documentary "My Mind & Me," as well as through various interviews, helping to de-stigmatize conversations around mental health.

More recently, she earned critical acclaim for her role in Hulu's "Only Murders in the Building." Across film, TV, music, and business, she has consistently shown resilience, reinvention, and heart — qualities that fuel the authenticity behind Rare Beauty.

A Billion-Dollar Brand With a Human Soul

Despite becoming the most popular beauty brand of 2025, Rare Beauty has never abandoned its core values. Gomez and her team continue to champion a message that no one needs makeup — even as they sell millions of dollars worth of product. It's a balance few brands have achieved: commercial success powered by compassion, self-acceptance, and emotional honesty.

Rare Beauty's rise reflects a cultural shift toward more inclusive, more meaningful beauty experiences. And at the center of it all is Selena Gomez — a woman who turned her vulnerability into empowerment, her struggles into purpose, and her vision into one of the most influential beauty movements of the decade.