Founded in 2020, Rare Beauty is a makeup brand centered around self-acceptance, natural expression and emotional wellness, encouraging people to embrace what makes them unique (“rare”). The brand focuses on lightweight, skin-like formulas designed to enhance rather than mask, with a strong emphasis on soft glow, easy blending and everyday wearability.
Rare Beauty is celebrated for its inclusive shade ranges, airy textures and modern “soft glam” aesthetic, particularly seen in its viral Soft Pinch Liquid Blush. Rooted in Selena’s advocacy for mental health, the brand aims to redefine beauty standards by prioritizing authenticity, comfort and confidence.