What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
Selena Gomez built Rare Beauty around a clear proposition: makeup should be a way to express yourself, not a requirement for feeling beautiful. She paired that message with a broad launch range, Sephora distribution, and a stated commitment to direct part of sales to mental-health services. The company’s later Ulta expansion and reported sales growth show how that purpose-led launch became a much larger beauty business.
What Rare Beauty set out to be
Rare Beauty’s stated identity connects makeup with self-expression and self-acceptance. On its About page, the brand says it aims to challenge unrealistic standards of perfection and encourage people to feel good without hiding what makes them unique.
At the August 2020 launch, Gomez, identified by the company as its founder and creator, described makeup as something people could enjoy rather than need: “Makeup is something to enjoy, it’s not something you need.” The launch announcement framed the goal as challenging a “beauty myth” centered on physical perfection. Those are the company’s stated values, not independently measured effects of its products or marketing. Rare Beauty’s launch announcement
How the brand launched with a broad product range
Rare Beauty announced its first line for September 3, 2020, in the United States, Canada, and Mexico, selling through Sephora and RareBeauty.com. The launch release described 14 product categories and 150 SKUs—a substantial range for a debut. Gomez was credited with involvement in product development, testing, and design. Launch details
Outdated Drivers Are Slowing You Down
One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchPC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11#1 Best Overall
- Sephora Favorites Vacay All Day 9-Piece Makeup & Skincare Value Set
- ASSORTED BEAUTY PRODUCTS - Includes a mix of full-size, deluxe-size, and mini-size makeup and skincare items for lips, face, and brows.
- MULTI-STEP ROUTINE - Features lip gloss, blush balm, brow gel, setting spray, hydrating cream, and primer for everyday use.
- WHAT’S INCLUDED - Rare Beauty Lip Gloss (Full Size); Sol de Janeiro Dewy Cream (Deluxe); REFY Lip Gloss (Mini); Glossier Balm Dotcom (Full Size); Anastasia Beverly Hills Brow Gel (Mini)
- ALSO INCLUDED IN SET - Huda Beauty Setting Spray (Mini); Danessa Myricks Hydrating Primer (Deluxe); Haus Labs Blush Balm (Full Size); LANEIGE Moisturizer (Mini)
The original assortment covered complexion products, lip products, blush, luminizer, brow products, and tools. The Liquid Touch Weightless Foundation and Liquid Touch Brightening Concealer each launched in 48 shades. These figures describe the 2020 debut, not the full range currently available.
A recognizable product: Soft Pinch Liquid Blush
The Soft Pinch Liquid Blush illustrates how one product can carry the brand’s visual identity beyond its initial launch. The current Rare Beauty product page lists 16 shades and describes matte and dewy finishes, a doe-foot applicator, and a highly pigmented formula for which one dot is intended to give high-impact color. Those descriptions and performance claims come from the seller; they are not independent product testing.
Rank #2
- 2-Piece Lash & Brow Set: Includes a volumizing mascara and clear lifting gel for a complete, eye-enhancing routine. Buildable Volume Mascara: Lightweight, water-resistant formula lifts and lengthens without clumping or flaking. Flexible Brow Gel: Universal clear formula shapes, smooths, and sets brows with a strong yet comfortable hold. Long-Lasting Performance: Both products resist humidity, sweat, and natural oils for wear that lasts all day. Effortless Definition: Perfect for creating fuller-looking lashes and naturally sculpted brows with minimal effort.
How retail distribution expanded
Sephora was Rare Beauty’s launch retail partner in the United States, Canada, and Mexico, alongside the brand’s own website. Sephora later documented joint activity around World Mental Health Day, reflecting the continuing relationship. In 2026, Rare Beauty announced a nationwide U.S. launch at Ulta Beauty, a major expansion of its retail footprint. Sephora’s campaign announcement; Rare Beauty’s Ulta announcement
The Ulta news is a U.S. retail milestone, not proof that every product is stocked at every store or that the expansion covers other countries. Product selection and availability can vary by location and over time.
Rank #3
- Rare Beauty Limited Edition Selena's Essential Eye Duo
- INCLUDES: 0.04 oz / 1.3 g Eyeshadow Stick in shade Perspective (deep golden olive) and a 0.27 fl oz / 8 mL Mascara in shade Black.
- What Else You Need to Know: The All of the Above Weightless Eyeshadow Stick in Perspective will line, shade, and smoke out eyes all in one. The Perfect Strokes Universal Volumizing Mascara finishes the look for lush, long, lifted lashes, no matter your lash type.
- New In Box!!
How the Rare Impact Fund fits the business
Rare Beauty announced the Rare Impact Fund in July 2020, with a ten-year goal of mobilizing $100 million for mental-health services, particularly in underserved communities. The brand says 1% of all sales goes to the fund; the fund also raises money from philanthropic foundations, individuals, corporate partners, and the community. The $100 million figure is a stated goal, not evidence that the amount has been raised. 2020 fund announcement; Rare Impact Fund About page
This standing 1% commitment is distinct from a Sephora campaign that promised to donate 100% of Rare Beauty product sales during a specific World Mental Health Day event, subject to geographic limits and monetary caps in the campaign terms. That one-time promotion should not be confused with the brand’s ongoing sales commitment.
Rank #4
- BODY & HAIR ESSENTIALS: This mini body care gift set is infused with the joyful Awaken Confidence scent, blending notes of juicy peach, orange blossom, and white sandalwood for a fresh, uplifting experience.
- SKIN-SOFTENING: The Find Comfort Bouncy Body Cream delivers long-lasting hydration for up to 24 hours, leaving skin feeling softer, smoother, plumper, and visibly more even.
- YOUTHFUL LOOKING SKIN: Enriched with niacinamide and hyaluronic acid, this lightweight pudding-like body cream helps refresh dull skin while enhancing overall radiance and comfort.
- FAST ABSORBING: The nonsticky, fast-absorbing fragrance mist softens skin while the biotin-boosted formula helps strengthen hair and protect against breakage without weighing strands down.
- CLEAN, VEGAN: This vegan and cruelty-free set is suitable for all skin types and ideal for gifting, travel, or everyday self-care, delivering a longer-lasting fragrance when layered together.
TIME reported in May 2024 that the fund had raised $13 million and supported 26 organizations across five continents. Those are figures reported at that time, not current totals. The fund’s About page also cites a 62% figure for young people who have struggled with mental health and do not get the complete care they need, but does not identify the underlying study or its date on the page. It attributes a separate statistic—0.5% of global health philanthropic spending went to mental health in 2021—to the World Health Organization. TIME’s 2024 profile; Fund About page
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What reported sales figures say—and what they do not
In a May 29, 2024 profile, TIME reported that Rare Beauty’s annual sales grew 100% from 2021 to 2022 and 200% the following year, reaching $400 million for the 12 months ending in May. TIME also reported $70 million in 2023 sales for the Soft Pinch liquid blush. These are figures reported by TIME, not audited financial statements presented in the cited evidence; they should be read with their dates and periods attached. TIME, May 29, 2024
Do these 3 things before closing this tab:
1Clear out junk files and repair common Windows errors2Scan for outdated or missing drivers - takes under a minute3Repair Windows errors before they cause bigger problemsBest Value
- These makeup brushes are suitable for applying, blending, and shading products such as foundation, powder, eyeshadow, concealer, blush, and highlighter
- Cruelty-free Make up Brushes: Soft synthetic bristles, high-quality aluminum ferrules, and wooden handles, easy to hold and control while applying makeup
- A Cute Pink Makeup Brush Set: Pretty and dense, evenly dispense products on your skin and create a perfect look, a must-have in your makeup bag
- An Affordable Makeup Brush Kit: A full assortment with different shapes, you can do your makeup like a pro anywhere and anytime
- A Gorgeous Brush Set in Your Collection: Suitable for makeup beginners and enthusiasts, an ideal gift choice for special occasions like Christmas, birthdays, Mother's Day, Valentine's Day, etc
That reporting gives a dated snapshot of commercial momentum, but it does not establish Rare Beauty’s current revenue, valuation, ownership split, or whether the company has been sold or gone public.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
