Does Selena Gomez Own Rare Beauty? Yes – Here‘s the Inside Scoop on Her Game-Changing Brand
The answer is a resounding yes: global superstar Selena Gomez owns 100% of Rare Beauty, the makeup brand she founded in 2020. Let‘s take a closer look at how Selena launched this company, its values and impact, and how it became a new major player in the celebrity beauty space.
Selena Spearheaded Rare Beauty as Founder and Creative Force
Rare Beauty is Selena‘s brainchild. She came up with the concept, secured funding, assembled a team, and worked closely with the best product developers to translate her vision into reality. This was no vanity project – Selena has been intricately involved from start to finish as founder and creative director. She runs Rare Beauty as CEO and sole owner.
In a 2022 interview, Selena explained: "I had the idea and put together a small team of absolute experts whom I would educationally prepare for another two years on how I wanted this brand to be." Her goal was to launch a brand with purpose that could "make an impact culturally."
Selena herself worked on Rare Beauty‘s product formulas, packaging, campaign creative and website design. This reflects her hands-on approach and personal investment in the brand.
Rare Beauty Promotes Self-Acceptance and Mental Health Awareness
Rare Beauty‘s tagline is "You‘re not meant to look like anybody else. Just like you." This encapsulates the brand‘s goal of redefining beauty standards and empowering self-expression.
As someone who has publicly shared her own mental health experiences, Selena wanted to start important conversations around wellbeing. That‘s why Rare Beauty partnered with the Rare Impact Fund to raise money for expanded mental health services in educational settings.
This mission resonates with Rare Beauty‘s largely Gen Z consumer base. 67% of Rare Beauty customers shop the brand specifically because it advocates for mental health awareness.
By infusing purpose into every aspect of the brand – from natural, cruelty-free products to bold messaging about self-love – Rare Beauty has struck a chord.
| Celeb Beauty Brand | Followers | 2021 Revenue | Funding |
|---|---|---|---|
| Rare Beauty | 1M | $60M | VC: $100M |
| Kylie Cosmetics | 22M | $400M | Bootstrapped |
| Fenty Beauty | 2.5M | $550M | LVMH Backing |
Rare Beauty Saw Record Sales in its Debut Year
Rare Beauty made an epic entrance by ringing up $60 million in first year sales online and at Sephora stores across North America. For context, the average cosmetics brand makes $20.3 million in annual sales, according to data from Statista.
What‘s behind Rare Beauty‘s blockbuster success? Industry experts cite:
- Gomez‘s star power and social media promotion
- Alignment with younger generations‘ values
- Strategic partnerships (e.g. Hulu docuseries)
- Earned media from influencers and celebrities
Research firm Edison Trends predicts Rare Beauty can surpass $500 million in annual sales by 2025. I think they may even hit the billion-dollar mark sooner based on their exponential growth so far.
Rare Beauty Stands Out in a Crowded Market
The celebrity cosmetics market has exploded in the last 5 years with big names like Kylie Jenner, Rihanna and Selena Gomez launching brands. So how does Rare Beauty differentiate itself?
While all 3 founders leverage their fame, Rare Beauty has a clear purpose that sets it apart. Kylie relies on social media buzz and Rihanna on bold style – but Rare Beauty is the only one focusing on mental health activism. This mission-led approach strengthens engagement and loyalty, especially among Gen Z.
Rare Beauty also scores points for feel-good messaging and…
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