Selena Gomez's beauty line — built on self-acceptance, not perfection.
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Gomez built the line to "break down the unrealistic standards of beauty we see in society today," debuting with 48 shades of foundation, matte lip creams and the liquid blush that later went viral on TikTok. Its cruelty-free, vegan products ship in FSC-certified recyclable packaging, and a "Made Accessible" initiative shaped grippable, ergonomic designs.
Sold through Sephora, Ulta and its own site across multiple regions, Rare Beauty was valued at over $2 billion by 2024; a share of sales funds the Rare Impact Fund for youth mental health, with a goal of raising $100 million over ten years.
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The Soft Pinch Liquid Blush is the product that put Rare Beauty on the map, and most reviewers say it earns the hype. It is intensely pigmented, so a single dab covers the cheek and a tube tends to last a long time. The catch worth knowing is that it sets fast and can be a lot for beginners, so blend quickly and start with less than you think you need.
The liquid blush went viral on TikTok in 2022 and became one of the brand's defining products, helped by a formula so pigmented that some call it almost too much. That dramatic build-and-blend made it perfect for short-form video, and the buzz turned it into a true phenomenon. Its viral moment reshaped how people see the whole brand.
Both are celebrity-founded and inclusive, but they have different finishes. Rare Beauty, founded by Selena Gomez, leans into a lightweight, fresh-faced look and a mental-health mission. Fenty Beauty is known for longwear and an industry-defining foundation shade range. If you want soft and natural with a cause behind it, Rare Beauty fits; if you want endurance, the other may suit you more.
Rare Beauty was founded by singer and actress Selena Gomez, established in February 2019 and launched on September 3, 2020. The name comes from Gomez's third studio album, Rare, released in 2020. So the brand is woven directly into her own creative identity.
Gomez created the Rare Impact Fund to help young people access mental health resources, with a goal of raising US$100 million over ten years. A percentage of every Rare Beauty sale, along with partner and community donations, goes toward it. In its first year the fund provided $1.2 million in grants to eight mental-health and education organizations, including the Yale Center for Emotional Intelligence.
Yes. Rare Beauty's products are cruelty-free and vegan, and the original launch was packaged with recyclable materials certified by the Forest Stewardship Council and printed with water-based ink. The brand has built ethical sourcing into its identity from day one. If those values matter to you, this is a brand that backs them up.
Its original 2020 launch included 48 shades of foundation, matte lip creams, eyebrow definers, liquid blush, and lip balms. That blush, of course, went on to become the brand's breakout hit. The range has since grown to include body care, like the Find Comfort collection added in December 2023.
Rare Beauty is sold through its official website, Sephora, and Ulta Beauty across North America, Europe, Asia, and the Middle East; it became available at Ulta in early 2026. It is among Sephora's best-selling brands. Sticking to the official site or an authorized retailer is the reliable way to get genuine product.
Yes, and notably so. In 2023 Rare Beauty launched its Made Accessible initiative, working with the Casa Colina Research Institute to test packaging with people who have upper-extremity disabilities. That led to updates like matte finishes for grip, spherical caps, and ergonomic designs for easier application. It is a thoughtful, often-overlooked part of the brand.
By 2024 Rare Beauty was valued at over US$2 billion and recognized by Time as one of the most influential companies of the year. It is the fastest-growing celebrity beauty brand on social media and won the 2024 Webby Award for Best Social Brand Presence in fashion and beauty. Its mix of viral product and genuine mission is a big part of why.
The hero products are evergreen, so there is no need to wait for a special moment to pick up the Soft Pinch Liquid Blush. Because the formula is so pigmented and lasts a long while, it is worth buying just one shade first and getting comfortable with it before stocking up. Shop the official site, Sephora, or Ulta to be sure it is genuine.
