The makeup brand Rare Beauty was founded in February 2019 by Selena Gomez. Known for her many talents, including singing and acting, Selena is now taking on the role as makeup connoisseur. With its large variety of products and positive reviews, Rare Beauty has gone viral on the internet through social media sites like TikTok and Instagram.

Selena has made Rare Beauty all-inclusive, which is a big deal for the makeup-loving community. The Rare Beauty website also has an option to put your specified skin tone into the Shade Finder tab, which helps one figure out what shade and product is best suitable for your skin. With 48 shades of her Liquid Touch Weightless Foundation, Gomez has received the people’s message of there not being enough dark skin-toned makeup, loud and clear. Selena’s line also includes 24 shades of her Positive Light Tinted Moisturizer, which includes 20 SPF.

The most famous product in this line is the Soft Pinch Liquid Blush, which comes in 13 different colors. These shades range from deep purples to hot pink, perfect for bringing color to any skin tone. This blush is known for its pigmentation. One dot, the size of the tip of a bobby pin, will give you loads of color that will last for hours. There has been a trend cycling on TikTok of users putting massive amounts of blush on their faces to demonstrate just how pigmented it is.

Selena has done an outstanding job at marketing for this brand: from doing her own version of “Get Ready With Me”s only using Rare Beauty, to hosting influencer trips with some of the biggest names in social media. Influencers, notably Alix Earle, have also been gifted matching initial earrings. Gomez additionally features multiple “micro-influencers” to market her products; her marketing team creates reels with these influencers using her products.

And to think that this brand couldn't get any better…Selena created the Rare Impact Fund. The goal of this fund is to raise money in order to give people access to mental health resources. Rare Beauty donates 1% of all sales to this foundation, as well as raises additional resources through different philanthropic foundations, corporate partners, and individuals.

Since this brand is in such high demand, it is almost impossible to get your hands on a product. Sephora has a huge selection of Rare Beauty products, with restocks weekly to make sure their customers can get what they need. The products can even be found at Kohls; although they do not have every shade or every product, this is still another place to get your hands on a blush. If hunting in the store isn’t for you, the Rare Beauty website also has a “waitlist” feature where you can get emails when the product you seek becomes available.

You can rest assured that what you are paying for is worth the price you pay. With almost all of the products having 5-star reviews on the Rare Beauty website, Selena prides herself on using minimal and natural ingredients in her products. Selena makes sure to keep the consumer in mind, as she has a “Tips” section under each product that you click on. These tips include how to use the product and what to use it with, and even includes a video of her using the product.

On March 27, 2023, Rare Beauty launched their newest product. The Soft Pinch Tinted Lip Oil is not your average lip oil. According to Selena’s Instagram, this product is “an innovative lip jelly that transforms into lightweight oil giving your lips the perfect pinch of color and shine.” According to Elle, “Selena has spent 2 years perfecting Rare Beauty’s new tinted lip oils.” This is available in 8 shades ranging from a cool pink to a nude brown. The Jojoba seed oil in the product “moisturizes and creates a protective barrier over the lips.” This product is now available to pick up; alternatively, you can order it on the Sephora app!

Written by Alexa Davis, Graphic Designer: Izzy Davis, Social Media: Camila Ponce

The Rarity of Rare Beauty