Selena Gomez's Rare Beauty is a mission-driven beauty brand that's centered on sharing "uncomplicated beauty products" that are airy, breathable and adjustable to one's desired level of coverage. The feel-good makeup products are designed to help people accentuate their best features, embrace what makes them unique and defy unrealistic expectations across the industry—as Rare Beauty is devoted to "[challenging] the beauty myth of physical perfection." Rare Beauty supports everyday self-expression with products like the Blot & Glow Touch-Up Kit, the calligraphy-inspired Perfect Strokes Matte Liquid Liner and Always an Optimist 4-in-1 Mist, plus an expansive foundation and concealer range.
The product packaging is playful and soft-sculpted, setting itself apart from popular components that are rectangular and widely seen across the beauty industry.
With Rare Beauty, 1% of all product sales will go towards the Rare Impact Fund and support mental health services.
Image Credit: Rare Beauty