Rare Beauty

About Rare Beauty

Rare Beauty is a US-based makeup brand founded by Selena Gomez, focused on accessible, breathable cosmetics that celebrate individuality. The company markets vegan and cruelty-free products with messaging around feel-good, everyday wear and inclusive shade ranges. Its global ecommerce presence targets international customers and includes a strong emphasis on social impact through initiatives like the Rare Impact Fund. The brand operates from El Segundo, California, and offers a range of makeup across cheeks, lips, eyes, and fragrance categories.