Selena Gomez Talks about Rare Beauty's Success, Challenges: 'I Thought That Wasn't Going to Sell'

Selena Gomez's makeup brand, Rare Beauty, is arguably one of the most successful celebrity makeup brands there is today, and no one is more pleasantly surprised than the founder of the beauty brand herself.

Since launching Rare Beauty in 2020, the beauty community has formed some sort of attachment with the brand, its products, and its causes.

Despite Rare Beauty probably bringing a handsome sum into Gomez's bank account, the thing that makes her proudest isn't the dough, but the mark Rare Beauty has left: "What I'm most proud of is the conversation that we've created in the beauty space."

"I feel like we were challenging the norms and I really wanted to create a brand that was for everyone," she told People.

Gomez's brand claims to be vegan and cruelty-free. Its website also notes: "Together we're building a safe, welcoming space in beauty and beyond. This is makeup made to feel good in, without hiding what makes you unique."

With the beauty industry constantly bombarded with new makeup brands and celebrity after celebrity launching new makeup lines, Gomez was apprehensive that Rare Beauty could take off, "I thought that wasn't going to sell" she revealed.

Furthermore, the "Rare" singer shared what she thinks makes her brand different, "I'm noticing other brands getting on board with mental health, too, and I'm really, really excited about that. If anything, that's the most important part of my brand."

According to Rare Beauty's website, its goal is to "break down unrealistic standards of perfection."

The brand also puts much emphasis on mental health, self-love, and acceptance, as well as other causes like gender identity, sexual orientation, race, cultural background, and more.

Rare

Aside from its causes and well-crafted products, Gomez also notes that the brand's versatility is another thing that sets her brand apart.

"They're not super over the top," she said, referring to the brand's ability to cater to both beginners and professionals.

"What I love about my products is that you really don't need a necessary order."

"You can always add, and you could always take away. ... Whether I want to do a full face or if I just want to keep it natural."

The natural concept of the brand reflects Gomez's idea of Rare Beauty: "Being rare is about being comfortable with yourself. I've stopped trying to be perfect. I just want to be me."

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Selena Gomez