Building A Kinder, More Beautiful World

As Rare Beauty makes a foray into the Indian beauty industry via Sephora, Bazaar India speaks to Selena Gomez, the founder, about what prompted her to launch the brand and the qualities that make it truly unique.

- MEGHNA SHARMA

Selena Gomez’s Rare Beauty launched in the midst of a global pandemic [September 2020, in the USA]. A time when make-up had taken a backseat and self-care products and rituals were the focal point of every beauty conversation. But the brand’s ethos challenged that, and successfully managed to merge the two worlds to create a unique community for beauty aficionados.

Built on the idea of celebrating people’s individuality, Rare Beauty made an impact that transcended borders and reached people in regions where the products were not even available at the time. [All hail the powers of social media!] The brand has many distinguishing qualities: Rare Beauty has been consistently working towards breaking down unrealistic ideals of perfection since its inception. Owing to Selena, its Founder, Rare Beauty is also synonymous with a ‘safe space in beauty’ that welcomes one and all. But the brand’s key focus lies in creating awareness around mental health and well-being, across gender identity, age, sexual orientation, and more.