Selena Gomez has unquestionably been successful in every endeavor as a child and teen star, from acting and singing to founding cosmetics brand Rare Beauty.
“I basically said, ‘I want people who have been doing this for this long who are willing to take a chance and go on this journey with me,'” Gomez told WWD in 2021 about launching the company.
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Launched in September 2020 (though the brand idea took shape before the pandemic), it assembled a team led by CEO Scott Friedman and included chief digital officer Mehdi Mehdi and head of product development Joyce Kim (three NYX Cosmetics’ all) hired. Graduates).
“We really tried to absorb as much as we could of what made it so special and why people loved it so much, and that’s where the crux of the matter began,” Mehdi said of the early days of development. “Creatively, we were very inspired by the looks she does, the makeup she does, the fashion she does, her music videos, and her personal aesthetic.”
They turned to storytelling, producing lo-fi content of which Gomez was the face and creator; As one of the most followed people on the internet, he definitely had an audience watching. It currently has 428 million subscribers on Instagram, 58.7 million on TikTok, and 34.6 million on YouTube.
What makes Gomez resonate so much with her audience? This is a question the Rare Beauty team asked themselves early on.
“The further we delved into the subject, the more his fragility became apparent,” Mehdi continued. “He was very open and honest about who he was, some of the struggles and struggles he had, and there was a sense that everyone could see themselves in him.”
Gomez, who has been in the spotlight throughout her life, announced in 2017 that she received a kidney transplant as part of her ongoing lupus treatment. She then spoke about mental health, sharing that she struggles with anxiety and depression, and announcing her bipolar diagnosis.
“There was so much pressure on me growing up that I felt like I had to be a good role model,” Gomez told WWD. “Then I felt like it wasn’t realistic and my life became very public very quickly and I didn’t know at the time that I was going through my own journey with mental health. Growing up was really confusing and after people created this narrative of my life I realized I couldn’t stay silent anymore. I just need to address what needs to be addressed, and that means taking back my story.
A key element of Rare Beauty has been its mission to influence, driving the conversation around mental health and paving the way for brands and consumers to speak publicly about dealing with pressure, stress and anxiety. What she developed with her team represents a new type of beauty that focuses on embracing the self and enhancing the natural, away from sculpting and contouring the face. And it’s paying off, by the way: 1 percent of all Rare Beauty sales go to the Rare Impact Fund, the brand’s nonprofit affiliate that works to expand mental health awareness and services, especially in underserved communities. The goal is to raise $100 million in 10 years.
As the brand grows and expands internationally with Sephora alone, its offerings are also increasing. Popular from the start has been Soft Pinch Liquid Blush, and most recently, Gomez decided to double down on the foundation cheek category by launching Soft Pinch Luminous Powder Blush, a powder blush. The news follows reports that Rare Beauty has hired investment banks Goldman Sachs and Raymond James to explore a possible sale or initial public offering.
Selena Gomez’s Style Development Over the Years
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“People have been asking for Rare Beauty powder blush for years, so we thought it was the perfect time to give them what they want,” Gomez said of the latest launch in March.
What beauty products does she always have in her purse? Of course they are all Rare Beauty. It lists: “Comforting Hand Cream and Aromatherapy Pen, Soft Pinch Tinted Lip Oil, Perfect Strokes Universal Mascara, Positive Light Under-Eye Brightener, Always Optimist 4-in-1 Mist.”
Launch Gallery: Selena Gomez’s Style Evolution Over the Years
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