Rare Beauty

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.

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

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

• Vegan cosmetics
• Cruelty-free makeup
• Inclusive beauty products
• Clean beauty formulations
• Direct-to-consumer cosmetics

Headquarters

HQ city

El Segundo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• NykaaflagshipChannel Partner/ Reseller/ Distributor · 4 June 2026Partnership 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 BeautycoreChannel Partner/ Reseller/ Distributor · 5 January 2026Nationwide 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 InstitutecoreStrategic or Co-development Partner · 29 January 2024Research 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.
• SephoracoreChannel Partner/ Reseller/ Distributor · 1 September 2020Exclusive 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)minorOthers · 1 September 2020Certified 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

Peers

• Tower 28 Beauty:

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

• Xx.com/rarebeauty
• YouTubeyoutube.com/channel/UCvOtsjwO04Seaep0J2clYEw
• Facebookfacebook.com/Rare-Beauty-102403614660064
• Instagraminstagram.com/rarebeauty
• Pinterestpinterest.com/RareBeautyOfficial

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rare Beauty