08 Sep Rare Beauty: How Selena Gomez is Proving That Beauty and Mental Health Can Coexist
Back in February, we told you Rare Beauty by Selena Gomez was coming soon, and soon is here! Since then we have been counting down the days and anticipating the release of the Texas native singer’s new beauty venture which was officially launched on September 3rd. Rare has become an extension of her music career, having her newest album and top song titled with the same strong word.
Gomez came up with the idea after the effects of Lupus started to cause flare ups on her skin. The young star was diagnosed with this chronic autoimmune disease in 2013. As a result, she underwent a kidney transplant in the summer of 2017. The former Disney star has had to learn to manage her lupus symptoms – that can include swelling in the joints, muscle pain, fever, chest pain, hair loss, mouth/nasal ulcers, facial rashes and extreme fatigue – with different medications, which have side effects – including weight gain. Skin disease in lupus can cause rashes or sores, most of which will appear on sun-exposed areas such as the face, ears, neck, arms, and legs. Gomez, being in the public eye is no stranger to the harsh world of Hollywood standards and onlookers’ critical eyes. She has been targeted for the changes her body and skin has endured in the last years and wanted to bring forth a platform that celebrates the beauty in all.
This leads to the launch of Rare Beauty, and The Rare Impact Fund, both striving to prove that a cosmetic company can be about more than just a narrow definition of beauty. The star, who grew up in the spotlight, wanted to use her platform to break down the unrealistic and harmful standards that exist in the beauty world, so she launched the Rare Impact Fund to provide mental health services in underserved communities.
“I definitely challenge the idea that mental health and beauty can’t coexist,” Gomez says via Instagram, “When you’re feeling a certain way inside, there’s always a part of you that reflects on the outside.” That’s even more true in the age of social media when self-scrutiny is all but unavoidable. “I’ve had weight issues and inflammation, and I deal with my medical stuff, and for me, that’s when mental health and feeling good comes into play,” she says. “Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources. How? Starting with our very first sale, 1% of annual Rare Beauty sales will go directly to the Rare Impact Fund. But that’s not all. We’re committed to raising funds with numerous philanthropic partners to reach our goal. The Rare Impact Fund will help support the local, national, and global organizations that have a direct impact on the well-being of this amazing community.” The brand shares on Instagram, “Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts.”
Selena Gomez, Rare Beauty. Photo Sourced From Rarebeauty.com
Rare Beauty’s marketing focuses on self-acceptance, confidence, and embracing everyone’s unique qualities. It is makeup made to feel good in, without hiding what makes you unique—because Rare Beauty is not about being someone else, but about being who you are. The line encompasses the “no makeup-makeup look” made to look and feel like your true authentic selves. “Our mission is to shape conversations around beauty, self-acceptance, and mental health,” a post on the brand’s Instagram reads. “We want to help people get more access to support and services, and help people feel more authentically connected to one another and less alone in the world.” To build on this, the brand launched its #WeAreRare campaign where it called on fans to join its community and share what makes them rare.
“I think Rare Beauty can be more than a beauty brand—it can make an impact. I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness.” Gomez shares on the Rare Beauty website, “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.”
Let’s dive into what Rare Beauty is bringing us in terms of products. The makeup line will be sold exclusively at Sephora in the U.S., Canada, and Mexico, including the Sephora inside J.C. Penney locations, as well as on its own web site. “We will go globally next year,” Gomez said, hinting that parts of the launch process would be collaborative. “I want your help to build the brand, because I want it to be real — real stories, real people.”
Rare Beauty’s products range in price from $5 for a blotting paper refill to $29 for the foundation. The complete lineup also boasts buttery lipsticks, silky shimmer highlighters, and complexion products that practically melt into your skin. The spotlight shines bright on the Liquid Touch Weightless Foundation and concealer with an impressive 48 shade range meant to be the perfect everyday foundation as it’s meant to be. Weightless and breathable, with all-day medium to full coverage that melts into skin to look and feel like you.
All products are cruelty-free, paraben-free, 100% vegan, perfect for sensitive skin, dermatologist-tested, and noncomedogenic.
While Gomez’s vision for Rare Beauty always encompassed inclusive color cosmetics and a meaningful philanthropic footprint, she couldn’t have foreseen releasing a beauty line in the midst of a global health crisis and political climate, where some would consider makeup frivolous. However, for Gomez, moving forward with the launch is an act of perseverance. Seeing people look and feel beautiful with her cosmetics is just the icing on the cake.