# Rare Beauty

> Rare Beauty is the mission-driven cosmetics company Selena Gomez launched in September 2020, sold exclusively through Sephora and its own site. It pairs an inclusive, wear-it-your-way makeup line - anchored by the viral Soft Pinch Liquid Blush - with the Rare Impact Fund, which channels 1% of every sale toward youth mental health services. The brand crossed $400 million in net sales in its 2023-2024 fiscal year and has been valued at roughly $2 billion, helping make Gomez a billionaire.

- **Founded:** 2019
- **Headquarters:** El Segundo, California, United States
- **Founders:** Selena Gomez (Founder & Creator)
- **Team size:** ~770 employees
- **Products:** Soft Pinch Liquid Blush, Liquid Touch Weightless Foundation & Brightening Concealer, Always An Optimist Primer & 4-in-1 Mist, Soft Pinch Tinted Lip Oil & Lip Products, Find Comfort Body Collection
- **Notable:** Crossed $400M+ in net sales in the fiscal year ending February 2024, Soft Pinch Liquid Blush sold at a pace of one every ~3 seconds in 2024 and tens of millions of units cumulatively, Became a top-selling blush at Sephora, reportedly 26%+ of the retailer's blush sales

## Products & services

- **Soft Pinch Liquid Blush** — The brand's viral hero product - a highly pigmented, long-wearing liquid blush in matte and dewy finishes; a little goes a long way. It has sold tens of millions of units and is among Sephora's top-selling blushes.
- **Liquid Touch Weightless Foundation & Brightening Concealer** — Launch-day complexion range offered in 48 shades each to suit a wide range of skin tones.
- **Always An Optimist Primer & 4-in-1 Mist** — Illuminating pore-diffusing primer and hydrating setting/refresh mist that anchor the base routine.
- **Soft Pinch Tinted Lip Oil & Lip Products** — Nourishing tinted lip oils, liquid lipsticks, and liners in the lip range.
- **Find Comfort Body Collection** — Body and hand creams, fragrance mist, and self-care products extending the brand beyond color cosmetics.
- **Eye & Face Makeup Range** — Mascara, brow, eyeshadow, highlighter, bronzer, setting powder, tools and brushes across the full face.
- **Rare Impact Fund** — The brand's charitable arm; 1% of all Rare Beauty sales, plus outside donations, funds youth mental health services and education with a goal of mobilizing $100 million.

## Achievements

- Crossed $400M+ in net sales in the fiscal year ending February 2024
- Soft Pinch Liquid Blush sold at a pace of one every ~3 seconds in 2024 and tens of millions of units cumulatively
- Became a top-selling blush at Sephora, reportedly 26%+ of the retailer's blush sales
- Helped make Selena Gomez a billionaire (Bloomberg, September 2024)
- Rare Impact Fund raised $20M+ supporting 30+ organizations across five continents
- Launched with 48 foundation and concealer shades on day one in 2020

## Latest updates

- **2025-10** — Sephora and Rare Beauty extended the 'Make A Rare Impact' World Mental Health Day campaign into its third year.
- **2025-06** — Reports valued the brand at roughly $2 billion (some outlets up to ~$2.7B) as Gomez weighed a possible sale; the process was later reported on hold.
- **2024-09** — Bloomberg reported Selena Gomez had become a billionaire, driven largely by her Rare Beauty stake.

## Links

- Website: https://rarebeauty.com
- LinkedIn: http://www.linkedin.com/company/rarebeautyofficial
- Twitter/X: https://twitter.com/rarebeauty
- YouTube: https://www.youtube.com/@rarebeauty
- Instagram: https://www.instagram.com/rarebeauty
- Facebook: https://facebook.com/rare-beauty-102403614660064
- TikTok: https://www.tiktok.com/@rarebeauty

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Profile page: https://yespress.io/rare-beauty
Published by YesPress — https://yespress.io
Last updated: 2026-08-13