Celebrity beauty brands seem to be ten a penny these days, with seemingly every big star bringing out their own range of cosmetics and skincare. It therefore takes a lot to shake up the market and really get people talking in a crowded market. Selena Gomez, CEO of Rare Beauty, seems to have been able to set her brand apart, however, and has been able to tap into the beauty consumer's desire for a no-fuss, modern beauty brand which has the shade range to meet everybody's needs. Social media is aflutter with happy shoppers who are delighted with their new purchases.
There's an awful lot of buzz surrounding Rare Beauty. But just how is Selena Gomez's brand doing?
8 Rare Beauty Has Been Making Millions In Revenue
Selena took a big risk launching her brand in the midst of the pandemic back in 2020, but it seems that the gamble has paid off. Really paid off.
In its first year alone, Rare Beauty generated $60 million in revenue. Sales at Sephora and SpaceNK have been huge. Likewise, the brand has built a considerable following of 3.1 million on Instagram.
7 Selena's Mental Health Message Has Struck A Chord With Shoppers
Selena Gomez has been open about her mental health struggles for many years, and in forming her brand wanted to carry over her experience of struggle and recovery.
“I hear all day, every day that I’m not sexy enough or cool enough,” Selena shared. “So, I wanted to create a brand to encourage each and every person to be who they are and help eliminate all of that unwanted pressure to look a certain way.”
“My main purpose when I started Rare Beauty was to break down the unrealistic standards of beauty we see in society today. There’s so much pressure on us to be “perfect”— I decided to create Rare Beauty to challenge the conversations around beauty. Even though launching during the pandemic had its share of challenges, the conversation around this pressure is always important.”
Her approach has been a hit with fans and customers alike.
6 The Range And Affordability Of Products Has Been A Success
With 14 categories and 133 products available, there's something for everybody at Rare Beauty. Many customers have been raving about finding foundation shades that finally are a perfect match for their skin tone. The friendly pricing of the products has also been a hit with shoppers. Rare Beauty is a rather rare brand in terms of affordability — nothing in the whole range is over $50.
"Aside from making sure the formulas were truly lightweight, inclusivity is always top of mind as we’re developing any product," Selena explained, "but especially with foundation and concealer. That’s why we decided to launch with such a wide range of foundation and concealer shades. I wanted to make sure everyone who is part of the Rare Beauty community feels represented and can find what they need when they come to Sephora.”
5 People Are Also Pleased With The Brand's Charity Work
Another reason Rare Beauty has been a success? Its charitable nature. On launching Rare Beauty, Gomez also started the Rare Impact Fund, which plans to raise $100 million for mental health services over the next 10 years. 1% of all sales, the brand states, will go towards mental health.
"I have struggled very openly about anxiety and depression and mental health," Gomez said. "[But] the time that I've taken for myself has actually just reflected in everything that I've been releasing. I don't know if anyone can tell or cares but you can just see the amount of happiness that I have with what I'm given and what I'm blessed with."
4 Professional Reviewers Are Impressed With The Make-Up Line
Professional reviewers have also been impressed with the quality of the products. A writer at Byrdie summed her product analysis up by saying "these intuitive products are making a splash in the makeup space for the simplest of reasons: they do what they say they will, and more.' Other big reviewers have said similarly positive things"
3 Only A Few Customers Have Been Less Than Impressed
On Trustpilot, Rare Beauty scores a good 4.1, but one reviewer was less than impressed, writing 'honestly it's average, you can get the same look and feel from drugstore makeup.'
'The makeup is not horrible by any means,' they added, 'but like i said you can achieve the exact look with cheaper makeup. I do have to say that i love the fact that she is bringing awareness to mental health and putting some of the profits of her line towards that 'cause that is wonderful.'
2 Twitter Is Full Of Happy Customers
All over social media, customers are raving about the products.
'Selena Gomez was not playing around when she created rare beauty,' said one Twitter user.
'Rare Beauty is amazing, I cannot believe they have a foundation to match my skin tone after I’ve spent years searching but that concealer just doesn’t do enough for my crazy eye bags',' added another.
1 The Brand Has Been Winning Awards
The brand has also been making a splash in the awards ring. Rare Beauty's Soft Pinch Liquid Blush won "Best Fake Flush" at the Harper's BAZAAR Skincare Awards 2022. The win cements its status as an iconic, go-to product.