How Selena Gomez’s Personal Journey Shaped the Vision Behind Rare Beauty

Highlighting an individual’s uniqueness, Rare Beauty was conceptualized around Selena, particularly around the answers to the question: What makes Selena Gomez resonate with her audience, even after all these years?

This is what her core team, consisting of several Nyx Cosmetics alums, would usually ask themselves. “We really tried to absorb as much as we could about what makes her so special and why people love her so much, and that’s kind of where the essence started,” Mehdi Mehdi, Rare Beauty’s Chief Operating Officer, told WWD. This trickled down even into the brand’s creative approach and visual aesthetics, deriving inspiration from the star’s style, makeup videos, personal taste, and the like.

Mehdi added, “The more we got into it, her vulnerability was the thing that kept coming up,” adding that “She’s been so open and honest about who she is and some of the struggles that she goes through and the challenges, and there was a sense of just everyone could see themselves in her.”

Selena has been in the limelight more years than not, and the public has been well-aware of the many things going on in her personal life—from her struggle with the autoimmune disease lupus, to her rumored rift with her friend and kidney donor. She has disclosed her mental health journey, too, as she battles anxiety, depression, and bipolar disorder.

The founder shared to WWD, “There was this immense amount of pressure I had growing up that I felt like I needed to be a good role model. And then I felt like maybe that was just unrealistic, and my life became very public really quickly, and I didn’t know that I was going through my own journey with mental health at the time.”

She continued, “It was really confusing growing up, and once people created this narrative of my life, I realized I can’t be quiet anymore. I have to just address what needs to be addressed, and that’s me reclaiming my story.” And this, she continues to do through beauty.

“Rare Beauty is breaking down unrealistic standards of perfection,” as written in their official website. The brand primarily launched makeup that were designed “to feel good in, without hiding what makes you unique” because being yourself is exactly what makes you both rare and beautiful.

Beyond this, they have expanded into other aspects of self-care. Their eponymous fragrance line made waves, not just because of its notes and accords, but because of the way it continued to embody inclusivity. For instance, its bottle was designed for effortless handling even for those with limited grip.

They partnered with certified hand therapists to create an ergonomic bottle for the comfortable use of all. Rare Beauty has ventured into body care, too, from body and hair fragrance mists, to aromatherapy pens.

The brand is on a mission to encourage the celebration of individuality, championing the true definition of beauty and its subjective nature—being rooted from within, and present in each and every one. Our differences should bring us together, and not drive us further apart from each other. As Selena defined it, “Being rare is about being comfortable with yourself. I've stopped trying to be perfect. I just want to be me.”

In line with promoting self-acceptance and creating safe spaces in the industry, Rare Beauty’s strategy is actually guided by a mental health council that consists of advocates and professionals in the field. The brand has also been leading social impact initiatives since its inception. This support aims to champion well-being “across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective.”

Bring bounce back to your skin with the Find Comfort Bouncy Body Cream. With plant-derived butters and natural oils like shea and jojoba, respectively, it gives a refreshing burst of hydration and leaves the skin brighter and smoother.

The Soft Pinch Liquid Blush established Rare Beauty’s place in the world of beauty. The weightless liquid blush went viral for its high-impact pigment, blending seamlessly and lasting for long hours. It’s the embodiment of “a little goes a long way.”

Like its namesake blush, the Soft Pinch Liquid Contour provides the same lovable qualities but with shades designed to sculpt. It makes for a naturally lifted look, instantly enhancing your facial structure and adding dimension to your look.

The Positive Light Silky Touch Highlighter provides a glass-like glow that’s noticeable yet still natural. Rare Beauty describes it as “silk reborn as powder” given its smooth and airy formula, with finely milled pearls that enhance the skin’s radiance.

For a prismatic and multidimensional shimmer, trust that the Positive Light Luminizing Lip Gloss will deliver. The sheer gloss makes the lips appear plump while drenching it in lasting moisture and hydration. With a subtle peach scent, each swipe is a sensorial experience.