Rare Beauty
Rare Beauty is a vegan cosmetics brand founded by Selena Gomez in 2020, selling makeup, fragrance, and body care via DTC e-commerce and retail partnerships with Sephora, Ulta Beauty, and Nykaa, targeting Gen Z and millennial consumers.
- Company typePrivate
- Founded2020
- HeadquartersEl Segundo, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rare Beauty does
Rare Beauty is a vegan and cruelty-free cosmetics company founded by Selena Gomez in September 2020 and headquartered in El Segundo, California. The company offers makeup (blush, foundation, contour, bronzer, brow gel, mascara, eyeliner, eyeshadow), lip products, body care (entered in 2023), and fragrance (entered with Rare Eau de Parfum in August 2025). Its signature product, the Soft Pinch Liquid Blush, sells every 3-4 seconds globally and accounts for roughly 26% of all blush sales at Sephora. Formulations are dermatologist-tested and exclude parabens, phthalates, formaldehyde, and 1,600+ chemicals banned under EU cosmetic standards; all formula suppliers are audited to ISO 22716 GMP. A distinctive accessibility program, the Made Accessible Initiative, was developed with the Casa Colina Research Institute and produces packaging designed for users with dexterity limitations, including an oversized-pump fragrance bottle and easy-grip blush applicators.
Rare Beauty firmographics
Firmographics- Name
- Rare Beauty
- Legal name
- Rare Beauty, LLC
- Website
- https://rarebeauty.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rare Beauty is a vegan cosmetics brand founded by Selena Gomez in 2020, selling makeup, fragrance, and body care via DTC e-commerce and retail partnerships with Sephora, Ulta Beauty, and Nykaa, targeting Gen Z and millennial consumers.
- Ownership category
- akta.pro rank
Rare Beauty industry classification
Industry- Product category
- Cosmetics and Beauty Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Natural & Clean Fragrance (CRABADAG), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
Keywords
Where Rare Beauty is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rare Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Direct-to-Consumer Product Sales: Primary revenue stream from direct sales via rarebeauty.com website. Products include Soft Pinch Liquid Blush (bestseller), brow gels, foundations, concealers, lip oils, fragrances, and body care. Sold at MSRP with no subscription component.
- Retail Partnership Sales: Revenue through exclusive partnership with Sephora internationally and new partnership with Ulta Beauty domestically. Retailers purchase wholesale from Rare Beauty, with brand accounting for nearly half of revenue coming from international markets via Sephora.
- Rare Impact Fund Donations: 1% of annual sales donated to youth mental health programs through the Rare Impact Fund, with over $30 million raised since 2020. While not direct revenue, this social impact initiative drives brand loyalty and differentiates the brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual makeup and beauty products priced by category and size |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Rare Beauty product offering
Product offeringCore offering
Rare Beauty is a cosmetics brand that develops, manufactures, and sells vegan, cruelty-free, and clean beauty products including liquid and powder blushes, foundations, brow gels, lip oils, bronzers, eyeliners, mascaras, eyeshadows, primers, mists, and fragrances. Products are sold directly to consumers through its own e-commerce site and through exclusive retail partnerships with Sephora internationally and Ulta Beauty domestically, with the brand's Soft Pinch Liquid Blush serving as its flagship bestseller.
Product overview
Rare Beauty is a direct-to-consumer and retail cosmetics brand founded by Selena Gomez in September 2020, operating as a vegan and cruelty-free makeup line. The brand's core portfolio centers on the Soft Pinch Collection (liquid blush, matte bouncy blush, luminous powder blush, tinted lip oil, and liquid contour), expanded with face products including True to Myself foundation, brow gels, bronzers, concealers, eyeshadows, eyeliners, mascaras, and primers. The brand made a strategic entry into fragrance with Rare Eau de Parfum (August 2025), featuring accessibility-focused design and layering balms. Distribution spans DTC ecommerce via Shopify platform, Sephora retail partnership, and newly launched Ulta Beauty nationwide (February 2026) with international expansion via Nykaa in India. The brand integrates charitable giving through the Rare Impact Fund, which pledges 1% of annual sales to youth mental health programs.
Differentiator
Problem solved
Functional benefit
Products and services
- Soft Pinch Liquid Blush Award-winning bestseller liquid blush that is lightweight, layerable, long-lasting, and blends for a soft healthy flush. For consumers seeking buildable cheek color with a natural finish.
- Soft Pinch Matte Bouncy Blush Weightless matte blush with bouncy texture that blends and builds for a soft flush of color. Available in mini size for travel.
- Soft Pinch Luminous Powder Blush
Quantifiable outcome
- Soft Pinch Liquid Blush accounts for 26% of all blush sales at Sephora
- +3 more outcomes
Companies that use Rare Beauty
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Rare Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
Rare Beauty partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- NykaaflagshipPartnership brings Rare Beauty to India's premium beauty market through Nykaa's online platforms and 30 stores. Accesses one of the country's largest beauty-focused retail ecosystems as Nykaa reported 28.4% YoY revenue growth to ₹2,648 crore.
- Ulta BeautycoreNationwide launch in over 1,500 Ulta Beauty stores from February 1, 2026. Includes charitable partnership supporting mental health and community well-being via donations at checkout. Features exclusive product kits. Significantly broader distribution compared to previous limited availability.
- Casa Colina Research InstitutecoreResearch partnership for the Made Accessible Initiative to identify features that make products accessible for individuals with dexterity issues. Study results inform packaging decisions and are shared with the beauty industry for broader implementation.
- SephoracoreExclusive international retail partnership. Nearly half of brand revenue comes from international markets via Sephora. Soft Pinch blush line accounts for 26% of all blush sales at Sephora. Joint annual 'Make a Rare Impact' mental health campaign.
- PETA (Beauty Without Bunnies)minorCertified cruelty-free and vegan by PETA's Global Beauty Without Bunnies program. Brand is free of animal-derived ingredients and never tests on animals.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Rare Beauty competitors and assessment
Company assessmentPeers
Direct peers
- Fenty Beauty: Celebrity-founded color cosmetics brand (Rihanna) built on inclusive shade ranges and viral social-driven launches. Most directly comparable peer given similar founder-led, prestige-positioned, Gen Z-targeted model and Sephora retail partnership.
- Charlotte Tilbury: Prestige makeup and fragrance house sold across Sephora and Ulta globally. Comparable on category breadth (face, eye, lip, fragrance), premium ASP positioning, and celebrity-tied brand aura.
- Kosas: Clean, vegan color cosmetics brand with Sephora distribution and a similar Gen Z / Millennial target consumer. Closely comparable on clean-formulation positioning and DTC-plus-Sephora GTM motion.
- Glossier: Iconic DTC-led beauty brand selling makeup, skin, and fragrance with a community-driven brand ethos. Comparable on direct-to-consumer-first GTM, Gen Z / Millennial focus, and purpose-led brand storytelling.
Emerging players
- Rhode: Hailey Bieber-founded beauty brand with a tight, minimalist product line and strong viral social media presence. Comparable as a newer celebrity-led beauty brand pursuing Sephora/Ulta distribution and rapid Gen Z adoption.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Rare Beauty social profiles
Digital presenceRare Beauty compliance and trust
Trust signalCompliance4 records
Rare Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rare Beauty leadership team
Management profileNumber of profiles
Profiles4 records
Rare Beauty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rare Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rare Beauty
What does Rare Beauty do?
Rare Beauty is a cosmetics brand that develops, manufactures, and sells vegan, cruelty-free, and clean beauty products including liquid and powder blushes, foundations, brow gels, lip oils, bronzers, eyeliners, mascaras, eyeshadows, primers, mists, and fragrances. Products are sold directly to consumers through its own e-commerce site and through exclusive retail partnerships with Sephora internationally and Ulta Beauty domestically, with the brand's Soft Pinch Liquid Blush serving as its flagship bestseller.
Is Rare Beauty a public or private company?
Rare Beauty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rare Beauty founded?
Rare Beauty was founded in 2020. It employs 51 to 100 people.
Where is Rare Beauty based?
Rare Beauty is headquartered in El Segundo, United States, in the North America region.
How does Rare Beauty make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are retail Partnership Sales and rare Impact Fund Donations.
Who are Rare Beauty's main competitors?
Tower 28 Beauty is listed as a peer. Direct peers are Fenty Beauty, Charlotte Tilbury, Kosas and Glossier. Rhode is listed as an emerging player.
Does Rare Beauty have an API?
No public API is recorded for Rare Beauty.
What industry is Rare Beauty in?
Rare Beauty's product category is Cosmetics and Beauty Products. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABADAG, Natural & Clean Fragrance. Its NAICS code is 456120 and its SIC code is 2844.