When beauty meets authenticity, magic happens. That’s exactly what Selena Gomez created when she launched Rare Beauty in September 2020. This isn’t just another celebrity makeup line—it’s a movement that’s changing how we think about beauty, one product at a time.
What is Rare Beauty?
Rare Beauty is more than makeup. It’s a philosophy wrapped in gorgeous packaging. Founded by singer and actress Selena Gomez, this cosmetics brand challenges everything we thought we knew about perfection. The mission? Simple yet powerful: celebrate what makes you unique instead of hiding it.
The brand’s name comes from Gomez’s third studio album “Rare,” and that perfectly captures what this line represents. In Selena’s own words: “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.”
Who Owns Rare Beauty?
Let’s clear this up right away: Selena Gomez owns and founded Rare Beauty. She launched the company on February 22, 2019, though products didn’t hit shelves until September 2020. Unlike many celebrity brands where stars just lend their name, Selena is deeply involved in every aspect—from product development to marketing strategy.
As of 2024, Rare Beauty is valued at over $2 billion, and recent reports suggest that number has climbed to $2.7 billion. This success has contributed to making Selena one of the youngest self-made female billionaires in America, with an estimated net worth of $1.3 billion.
The brand operates with a strong executive team including CEO Scott Friedman, Chief Digital Officer Mehdi Mehdi, and Chief Product Officer Joyce Kim—all former NYX Cosmetics executives who believed in Selena’s vision enough to take this journey with her.
Is Rare Beauty at Ulta?
Here’s the question everyone keeps asking: Can you find Rare Beauty at Ulta?
Unfortunately, the answer is no. Rare Beauty has an exclusive partnership with Sephora and is not currently available at Ulta stores, either in-person or online. This exclusivity was a strategic decision that aligns with the brand’s mission and values.
While Ulta carries other celebrity brands like Fenty Beauty and Ariana Grande’s perfumes, Rare Beauty remains committed to its partnership with Sephora. The brand is available at:
- Sephora stores (in-store and online)
- RareBeauty.com (official website)
- Select international retailers in Europe, Asia, and the Middle East
Could Rare Beauty come to Ulta in the future? Never say never. Fenty Beauty started as a Sephora exclusive before expanding to Ulta, so there’s always a possibility. For now, though, Sephora is your go-to destination.
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Rare Beauty Blush: The Product That Started It All
If there’s one product that put Rare Beauty on the map, it’s the Soft Pinch Liquid Blush. This isn’t just hype—it’s genuinely revolutionary.
Why Everyone’s Obsessed
The Soft Pinch Liquid Blush emerged as a hero product for the brand after finding itself all over influencers’ feeds. Going viral on TikTok in 2022, this blush changed the game with its unique formula.
What makes it special:
- Pigmentation powerhouse: One tiny dot is all you need. Seriously, just one
- Buildable formula: Goes from subtle flush to bold statement in seconds
- Long-lasting wear: Stays put all day without fading or patching
- Hydrating texture: Contains skin-loving ingredients that nourish while you wear it
- 13 stunning shades: From soft pinks to deep berries, there’s a color for everyone
The blush retails for $23, and in 2022 alone, Rare Beauty moved 3.1 million units—that’s one blush sold every four seconds! At that rate, it generated approximately $70 million in revenue from this single product.
How to Use It Right
Here’s the trick: less is more. Take a tiny dot (and we mean tiny), dab it onto your cheeks, and blend quickly with your fingers or a damp beauty sponge. The formula is super concentrated, so going overboard is easy if you’re not careful.
Rare Beauty Highlighter: Your Glow Goals Answered
While the blush gets all the glory, the highlighters deserve equal attention. Rare Beauty offers two types to suit different preferences.
Positive Light Liquid Luminizer
This is for the glow-getters who want that dewy, from-within radiance. The liquid formula melts into your skin, creating buildable luminosity that looks natural, not glittery.
Key features:
- Second-skin texture that blends seamlessly
- Superfine light-catching pearls for that Instagram-worthy shine
- 10 shades ranging from champagne to deep bronze
- Layer-friendly formula that works over or under makeup
- Contains botanical extracts (lotus, gardenia, white water lily) to nourish skin
Price: $25 for 0.5 oz
Pro tip: Mix a drop with your foundation for all-over radiance, or apply to the high points of your face (cheekbones, nose bridge, cupid’s bow) for targeted glow.
Positive Light Silky Touch Powder Highlighter
Prefer powder? This one’s for you. It delivers that glass-skin effect we all chase but in a convenient compact form.
What sets it apart:
- Ultra-smooth, talc-free formula that feels like silk
- Won’t settle into fine lines or emphasize texture
- Semi-sheer base packed with finely milled pearls
- Transferproof and water-resistant
- 6 gorgeous shades from cool champagne to warm copper
- Doubles as eyeshadow for added versatility
Price: $26 for 0.098 oz
The powder highlighter won an Allure Best of Beauty award, and customers rave about its natural-looking sheen that lasts all day.
Rare Beauty Perfume: Scent Meets Accessibility
In August 2024, Rare Beauty entered the fragrance world with Rare Eau de Parfum, and it’s been turning heads ever since.
The Scent Story
The fragrance features top notes of caramel, pistachio, and pink pepper; heart notes of vanilla, ginger, and cocoa beans; and base notes of sandalwood, tonka beans, and skin musks.
Created by master perfumer Jérôme Epinette, this warm and spicy gourmand fragrance evolves throughout the day. It opens sweet and playful with caramel and pistachio, transitions to a spicy-sweet heart with vanilla and ginger, then settles into an earthy, sensual base.
Fragrance details:
- Longevity: Up to 12 hours
- Projection: Personal and intimate (people notice it during hugs, not across rooms)
- Vibe: Sophisticated sweetness that’s never cloying
- Sourced globally: Ingredients from Australia, Nigeria, West Africa, New Caledonia, and Venezuela
Price: $75 for 50ml (1.69 oz) | $30 for 10ml travel size
Revolutionary Packaging
Here’s where Rare Beauty truly shines. The fragrance bottle was designed in collaboration with certified hand therapists and packaging engineers to ensure accessibility for people with dexterity issues.
Accessibility features:
- Oversized pump that’s easy to press with any part of your hand
- Ergonomic bottle shape for secure grip
- Large pump size for easier twisting to lock/unlock
- Thoughtful design that anyone can use comfortably
In a consumer study of 56 individuals with mild to severe upper extremity impairments, 96% said the pump was easier to use compared to traditional perfume bottles.
Fragrance Layering Balms
Rare Beauty also launched four Fragrance Layering Balms that you can wear alone or combine with the Eau de Parfum:
- Amber Vanilla: Adds warmth and sweetness
- Floral Peony Blossom: Brings sultry floral notes
- Fresh Bergamot: Creates a bright, breezy vibe
- Woody Oak: Deepens with earthy richness
These balms let you customize your scent story based on your mood, making every wearing experience unique.
Earlier Fragrance: Find Comfort
Before the Eau de Parfum, Rare Beauty released the Find Comfort Body & Hair Fragrance Mist in December 2023. This lighter, wellness-focused scent features lemon zest, jasmine, and cashmere wood. It’s perfect for a refreshing post-shower spritz or bedtime ritual.
The Rare Beauty Difference: Why This Brand Stands Out
What separates Rare Beauty from the countless other makeup brands flooding the market? Several key factors:
Mental Health Advocacy
This isn’t a marketing gimmick. Selena has been open about her own mental health struggles, including her bipolar disorder diagnosis. The Rare Impact Fund, the brand’s nonprofit arm, receives 1% of all Rare Beauty sales. The goal is to raise $100 million over 10 years to expand mental health services in underserved communities.
To date, the fund has raised over $5 million and supports mental health initiatives in educational settings. This cause-driven mission resonates deeply with customers who want their purchases to make a difference.
Inclusive Product Design
Rare Beauty launched its “Made Accessible” initiative, collaborating with the Casa Colina Research Institute to test packaging usability with individuals with upper-extremity disabilities. Updates include matte finishes for better grip, spherical caps, and ergonomic designs.
This commitment to accessibility extends beyond marketing—it’s built into the product design process from day one.
Genuine Authenticity
Selena isn’t just the face of the brand; she’s the heart of it. She genuinely uses the products, shares tutorials on her social media (often while getting ready for TV shows), and has been involved in development from the beginning.
During the brand’s early days, Selena recorded hours of herself applying makeup for her HBO Max show “Selena + Chef.” The team cut these into short, authentic clips that showed real application, mistakes included. This transparency built trust with consumers tired of overly produced content.
Easy-to-Use Formulas
Rare Beauty products are designed for everyone—makeup pros and beginners alike. The formulas are:
- Buildable: Start subtle, build intensity
- Blendable: Easy application with fingers, brushes, or sponges
- Breathable: Lightweight textures that don’t feel heavy
- Long-lasting: Stay put through your busy day
There are no complicated 10-step routines here. Rare Beauty believes in enhancing what makes you unique, not covering it up.
Thoughtful Shade Ranges
From the start, Rare Beauty committed to inclusivity. The Liquid Touch Weightless Foundation launched with 48 shades covering a wide range of undertones and depths. The blush collection offers 13 shades. Highlighters come in 10 options. This isn’t tokenism—it’s genuine commitment to serving diverse customers.
Rare Beauty’s Meteoric Rise
The numbers tell an impressive story. Rare Beauty crossed $400 million in net sales in the 12 months ending in February 2024, with 2023 sales reported at $370 million. The brand has grown approximately 50% year-over-year since launch.
Rare Beauty has shown strong penetration gains, boosting Sephora’s market share for makeup by 270 basis points to 17%. It’s now among Sephora’s best-selling brands and the fastest-growing celebrity beauty brand on social media.
Time magazine recognized Rare Beauty as one of the most influential companies of 2024, cementing its status as more than a passing trend.
Social Media Success
With 7.4 million Instagram followers (compared to Selena’s 428 million personal followers), Rare Beauty has built its own loyal community. The brand’s social strategy focuses on:
- User-generated content featuring real people
- Behind-the-scenes development insights
- Mental health awareness content
- Authentic tutorials without heavy filters
- Community engagement and conversation
TikTok has been particularly powerful for Rare Beauty. Products regularly go viral, with the hashtag #RareBeauty generating billions of views. This organic social success has been crucial to the brand’s explosive growth.
Other Must-Try Rare Beauty Products
While we’ve covered the stars, here are other products worth your attention:
Perfect Strokes Universal Volumizing Mascara
The unique eye-hugging brush lifts, lengthens, and volumizes every single lash. The formula lasts all day without flaking or smudging.
Price: $20
Liquid Touch Weightless Foundation
Available in 48 shades, this medium-coverage foundation feels like nothing on your skin. It’s buildable, breathable, and perfect for that “your skin but better” look.
Price: $30
Always an Optimist Illuminating Primer
This multipurpose product primes, hydrates, and adds a subtle glow. It creates the perfect canvas for makeup or looks beautiful worn alone.
Soft Pinch Luminous Powder Blush
The newest addition to the blush family (launched March 2024), this powder version delivers the same gorgeous flush in a different texture for those who prefer powder formulas.
With Gratitude Dewy Lip Balm
Hydrating, glossy, and packed with nourishing ingredients, these balms give your lips a healthy, natural-looking tint.
Shopping Tips for Rare Beauty
Ready to build your Rare Beauty collection? Here’s how to shop smart:
Where to Buy
- Sephora: Full range available in-store and online
- RareBeauty.com: Official site with exclusive products and merch
- International retailers: Check local Sephora stores in your country
When to Buy
- Sephora Sales: Spring (April) and Fall (November) savings events offer 15-20% off
- Holiday Sets: Rare Beauty releases value sets during the holidays
- Birthday Month: Sephora Beauty Insider members sometimes get Rare Beauty samples as birthday gifts
Start Smart
If you’re new to Rare Beauty, start with these products:
- Soft Pinch Liquid Blush in a shade that suits your skin tone
- Positive Light Liquid Luminizer for easy glow
- Perfect Strokes Mascara for everyday eye definition
This trio gives you a complete, natural look without breaking the bank.
Beautiful Rare Girl Names Inspired by the Brand
Since you’re interested in rare beauty, here are some gorgeous, uncommon girl names that embody that same spirit of uniqueness:
Classic Rare Names:
- Aurelia (meaning “golden”)
- Calista (meaning “most beautiful”)
- Elowen (meaning “elm tree”)
- Genevieve (meaning “woman of the race”)
- Lorelei (meaning “alluring enchantress”)
Modern Rare Names:
- Aria (musical term, rising in popularity)
- Ivara (feminine version of Ivar, meaning “warrior”)
- Kaori (Japanese, meaning “fragrance”)
- Marjorie (meaning “pearl”)
- Willow (nature-inspired, gentle)
International Rare Names:
- Adina (meaning “gentle one”)
- Estelle (French, meaning “star”)
- Fleur (French, meaning “flower”)
- Lesedi (South African, meaning “light”)
- Roya (Arabic, meaning “dream”)
Just like Rare Beauty celebrates what makes each person unique, these names stand out from the crowd while carrying beautiful meanings.
The Future of Rare Beauty
What’s next for this beauty powerhouse? In March 2024, reports emerged that Rare Beauty hired investment banks Goldman Sachs and Raymond James to explore a possible sale or initial public offering. However, Selena quickly clarified that she has no plans to sell.
“I’m not ready,” she told Fortune magazine. “I love what we do and I don’t want it to change.”
The brand continues expanding internationally, recently launching in Indonesia and India. Product innovation continues with new additions to core categories rather than jumping into trendy segments.
Body care is one area of expansion—the Find Comfort collection launched in December 2023 with body lotion, hand cream, fragrance mist, and aromatherapy products. Expect more wellness-focused launches that align with the brand’s mental health mission.
Why Rare Beauty Matters
In a saturated beauty market where new brands launch daily, Rare Beauty has achieved something rare indeed: genuine connection with consumers. The brand succeeds because:
- It’s authentic: Selena’s involvement isn’t performative
- It’s inclusive: From shade ranges to accessible packaging
- It’s cause-driven: Mental health advocacy is core to the mission
- Products deliver: The formulas actually work as promised
- It celebrates imperfection: The anti-perfection message resonates
As beauty industry expert Rich Gersten noted: “There’s less forgiveness for a celebrity brand. If the product wasn’t good, it wouldn’t have scaled or stayed scaled.”
Rare Beauty scaled because the products are exceptional, the mission is genuine, and the brand meets customers where they are—seeking authenticity in a world of filtered perfection.
Conclusion
Rare Beauty isn’t just changing faces; it’s changing minds. Every product carries a message: you don’t need to be perfect to be beautiful. You just need to be yourself.
Whether you’re drawn to the viral blush, intrigued by the accessible fragrance design, or inspired by the mental health mission, Rare Beauty offers something meaningful. It’s makeup that makes you feel good wearing it—not because it hides your “flaws,” but because it celebrates what makes you uniquely you.
Ready to experience what rare really means? Start with one product, and you’ll understand why millions have fallen for this brand. Visit Sephora or RareBeauty.com to begin your rare beauty journey.
Remember: Being rare is about being comfortable with yourself. And that’s the most beautiful thing of all.