# Uplifting Celebrity Makeup Brands Selena Gomez's Rare Beauty Challenges Physical Perfection By Laura McQuarrie | Published 2020-08-31 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/selena-gomezs-rare-beauty References: [prnewswire](https://www.prnewswire.com/news-releases/selena-gomezs-rare-beauty-launches-first-line-of-beauty-products-in-the-us-canada-and-mexico-exclusively-at-sephora-on-september-3-301121160.html) & [rarebeauty](https://www.rarebeauty.com/) 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 ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 61% | Activity: 70% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### What Makes This Trend Stand Out - **Mission-driven Beauty Brands:** Disruptive innovation opportunity: Developing beauty brands that prioritize social causes and challenge industry norms. - **Embracing Uniqueness in Beauty:** Disruptive innovation opportunity: Creating beauty products that celebrate individuality and empower self-expression. - **Playful Packaging in Beauty:** Disruptive innovation opportunity: Designing unconventional and visually appealing packaging for beauty products. ### Sectors Adopting This - **Beauty:** Disruptive innovation opportunity: Introducing inclusive and socially-conscious beauty products and experiences. - **Mental Health Services:** Disruptive innovation opportunity: Developing innovative approaches to provide mental health support and services. - **Fashion and Design:** Disruptive innovation opportunity: Incorporating playful and unique design elements into fashion and lifestyle products. ## Related on Trend Hunter - [Celebrity Finishing Powders](https://www.trendhunter.com/trends/true-to-myself-tinted-pressed-finishing-powder.md) - [Spiced Makeup Collaborations](https://www.trendhunter.com/trends/rare-beauty-4.md) - [Seasoning-Inspired Beauty Sets](https://www.trendhunter.com/trends/rare-beauty-x-tajin.md) - [Collaborative Travel Beauty Bags](https://www.trendhunter.com/trends/rare-beauty-x-beis-beauty.md) - [Expanded Luminizer Collections](https://www.trendhunter.com/trends/liquid-luminizer-line.md) - [Makeup-Themed Dog Toys](https://www.trendhunter.com/trends/makeupthemed-dog-toys.md) - [Self-Care Travel Capsules](https://www.trendhunter.com/trends/rare-beauty-bis.md) - [Clean Mindful Cosmetics](https://www.trendhunter.com/trends/sonela.md) - [Mental Health Sundae Initiatives](https://www.trendhunter.com/trends/rare-impact-fund.md)