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Selena Gomez isn’t the first celebrity to launch a cosmetic brand. Additionally, its collection is vegan and cruelty-free. Rare Beauty also promises ethical production, meaning there is no forced or coerced labor used in creating any of its products. Plus, when ordering online, all shipping materials are 100% recyclable. Later this year, Rare Beauty will be introducing post-consumer recycled materials into the packaging designs of several products.

The company also launched the Rare Impact Fund, which donates 1% of all sales to “ increase access to mental health services in educational settings.” This is an attempt to reduce the stigma surrounding mental health and wellbeing, something Gomez herself claims to have struggled with in the past. It offers 48 color options for the Rare Beauty touch foundation and concealer. Indeed, the brand’s dedication to inclusivity and representation is clear in its product formulation and delivery. Rare Beauty isn’t about how other people see you, but how you see yourself.” You’re not defined by a photo, a like or a comment.

I want us all to stop comparing ourselves to each other and start embrace our uniqueness. I think Rare Beauty can be more than a beauty brand. “ Being rare is about being comfortable in yourself. In an Instagram post, she describes her thought process behind the brand as: So, the multi-talented celebrity decided to passionately shake up the beauty industry, launching Rare Beauty in 2020. In recent years, she’s become increasingly transparent about her struggles with her mental health, as well as the impossible beauty standards we all face.