I remember when I first got into makeup, there were only few celebrity-owned makeup brands. Everything was either small one-off collaborations or simply promoted by them. Nowadays you can’t even walk into any shop selling beauty products without being smacked in the face by several celeb-owned brands.
And not just makeup, skincare is the same thing. While some brands may be genuine and care about their products, many just seem to put out anything to increase their income and publicity.
Most famous, of course, Rihanna’s Fenty Beauty, a brand that sets the standard for diversity and inclusion in the industry the world over. Also, Kylie Jenner’s Kylie Cosmetics, the make-up and skincare brand that catapulted her, albeit controversially, into billionaires-villi. Nearly two decades later, the appeal remains astounding. Retail analytics firm Edited reported that the beauty industry was worth $532 billion dollars. Just ask the heritage fashion houses, from Chanel to Gucci, whose beauty and fragrance lines have increased their customer base and kept their bottom line flush.
Money is not the only magnet. However, in a society that fetishises entrepreneurship, helming a successful brand allows stars to cement their stature and speed up their way to the top. Plus, celebrities are well versed in beauty and grooming, how could they not be? They haven’t spent hours upon hours in chairs, being preened to perfection.
They have access to the world’s best artists, techniques and treatments, and are sent loads of products by fawning brands daily. The majority have fronted some of the industry’s biggest beauty campaigns. One that has seen a lot of increase in popularity over the pandemic, with it going viral on TikTok, and of course two months later on Instagram reels, is Selena Gomez’s Rare Beauty.
It started with kindness. Since the start, 1% of sales were dedicated to increasing access to mental health resources and services, especially for underserved communities. In an intelligent move, they had funds added to the good fight by engaging in a strategic partnership with the goal to raise $100 million over the next ten years.
If they reach that goal, it will make the Rare Impact Fund one of the most prominent mental- health organizations associated with a corporate entity. And to ensure maximum impact, Rare Beauty formed the Rare Beauty Mental Health Council, which is made up of expert advisors from leading universities, organizations, and companies with a focus on mental health.
It’s interesting to see how blushes, highlighters, lip glosses, foundation, skin tints, and every single product from the Rare Beauty line-up can both achieve their goal as a beauty brand and still help the community with their mental health needs.
Selena Gomez is just 29 and splits her time as an entrepreneur with her duties as an actress, singer, producer and activist. Her products are targeted at anyone who wears makeup and the brand is all about “breaking down unrealistic standards of perfection.” Part of why it went so viral is because it caters to all skin tones, textures and colours. Some brands claim to be inclusive, but really aren’t (not naming any names), but Rare Beauty truly is. With 48 shades in their foundation alone there should be something there for everyone.
Probably her most popular product, are the liquid blushes and for a good reason. There are loads of shades with different finishes and undertones, so there’s something to match everyone’s preferences. Whether you’re into a natural- ‘just got inside from the cold’ type of blush or prefer a more vibrant- ‘I fell face first into my blush brush’ look (definitely me), these are so versatile and buildable. A little goes a long way and since they’re super pigmented they show up on all skin tones. They do not pill or muddy when you apply more and layer beautifully over all bases, whether it’s a full face of foundation or just SPF. If there’s any celebrity owned makeup brand that is definitely worth it and such an easy blind buy it is certainly Rare Beauty.
It is available online at Spacenk or anywhere there is a Sephora, so keep an eye out on your next trip as this really is a worthy purchase.