Back in February, Selena Gomez announced that she would be joining the likes of other celebs with her own brand, Rare Beauty. Rare Beauty, which celebrates your own unique beauty, is meant to make you feel good in your own skin. And after a long seven months, the makeup brand is finally here!
Rare Beauty is all about celebrating your own individuality and embracing what makes you unique—or rather, rare. Each product makes people of all genders, backgrounds and experiences feel seen and celebrated.
“Our 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,” Rare Beauty’s site reads.
Offering face, lips and eye products, along with several beauty tools, Rare Beauty has everything you need in a beauty brand. Not to mention, all products are 100% vegan and cruelty free. However, one standout product is the Liquid Touch Weightless Foundation. Taking notes from Rihanna’s uber-inclusive Fenty Beauty, Rare’s foundation offers 48 different shades for light, light-medium, medium, medium-deep and deep skin tones.
Not only is the foundation great for most skin tones, but it works for both light and full coverage. “I wanted my foundation to be weightless and breathable, but still buildable. Some days I want full coverage, some days not so much,” Gomez explains on Instagram.
Destigmatizing Mental Health
With Rare, Gomez, who opened up about her own bipolar disorder diagnosis in April, has made mental health awareness a major priority. So, along with offering high quality products, Rare Beauty also aims to help destigmatize mental health issues. The Rare Impact Fund hopes to raise $100 million over the next 10 years to help provide underserved communities with mental health services. Not to mention, 1% of all Rare Beauty sales, along with money raised with their partners, will go towards the fund.
Additionally, the beauty brand has formed a Mental Health Council of expert advisers from universities and other organizations to help guide them in ensuring maximum impact on the community.