RARE BEAUTY (US) 

Rare Beauty is shattering false expectations of perfection. ​

Since Rare Beauty isn't about pretending to be someone else, but about being yourself, this makeup is designed to make you feel good while not hiding your individuality.


Rare Beauty, I believe, has the potential to be more than a cosmetics company—it has the potential to make an impact. I want us to avoid comparing ourselves to one another and instead embrace our individuality.

 “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.”

- Note From the Founder, Selena Gomez

Their Mission
They're on a quest to redefine what it means to be beautiful in order to make others enjoy their uniqueness. They want to encourage people to embrace themselves and provide them with the resources they need to feel less alone in the world.
Their vision is to create a safe, welcoming space in beauty—and beyond—that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective. ​

“We believe in the beauty of imperfections.”

“We nurture a caring, respectful community.”
“We create meaningful connections and relationships.”
“We champion authenticity and positivity.”
​”We lead with transparency to build trust.”
​”We believe there is power in being vulnerable.”