A RARE BREED

SUMMER 2022 PROFILE

Selena Gomez’s inclusive beauty brand, Rare Beauty, takes a hard look at the industry’s negative impact on mental health and strives to be better

BY NATASHA WOLFF

Singer and actress Selena Gomez wanted to use her influence to make positive changes. So the Only Murders in the Building star (its second season is now streaming on Hulu) created a beauty line, Rare Beauty, offering a versatile and inclusive range of multi-use products. “Growing up in a makeup chair, I struggled with society’s impossible beauty standards, which negatively affected my mental health,” Gomez explains to DuJour. “I felt a lot of pressure at a young age to look a certain way, so I wanted to create a brand that changes the conversation around beauty and instead celebrates individuality and uniqueness. The beauty industry is so powerful, and there haven’t been enough conversations being had about mental health.” To this end, Gomez and her brand have committed to raising $100 million for mental health organizations over the next 10 years. “Historically, beauty can have a negative impact on mental health, and we are flipping that,” she says. “We are on a mission to destigmatize mental health, and one of the ways we do that is by donating 1 percent of all Rare Beauty sales to the Rare Impact Fund to expand mental health services and education for young people. If I had access to these types of resources growing up, my journey would look much different. Rare Beauty is on a mission to break down unrealistic standards of perfection and help everyone celebrate what makes them rare.”

Do-gooding aside, the makeup formulations are flattering, easy to use and effective for professionals or novices alike. “Everything has a weightless formula with buildable coverage meant to enhance your natural beauty,” says Gomez. “I like to apply makeup with my hands so it’s important for me to create products that are multipurpose, which is why we use a lot of liquids and creams,” she explains. The brand’s first launch, the Liquid Touch Weightless Foundation, has an inclusive range of 48 shades (“Inclusivity is very important to me, and that’s one of the reasons I started the brand,” she says.) and was followed by bestsellers including Soft Pinch Liquid Blush, Positive Light Liquid Luminizer, Positive Light Tinted Moisturizer Broad Spectrum SPF 20 Sunscreen and Perfect Strokes Matte Liquid Eyeliner. “I love seeing how the community uses products in different ways. It’s so inspiring and I learn a lot from our customers!” ■

RARE BEAUTY MUSTHAVES

“I start my routine with the Pore Diffusing Primer if I’m going for a matte look or the Always An Optimist Illuminating Primer if I want something more dewy and radiant.”

Always An Optimist Illuminating Primer, $26, RARE BEAUTY, rarebeauty.com

“I apply a few dots of Liquid Touch Brightening Concealer in shade 210N under my eyes and anywhere I want extra coverage and follow that with Liquid Touch Weightless Foundation in shade 210N.”

Liquid Touch Weightless Foundation, $29, RARE BEAUTY, rarebeauty.com

“I wanted to create classic lipsticks and liners that are truly comfortable, moisturizing and last all day. I use the new Kind Words Matte Liner in Fun to line my lips and then I apply Kind Words Matte Lipstick in Lively, which cushions my lips with creamy, soft matte color in one swipe. I love this collection because every shade is easy and wearable and perfect for an everyday look.”

Kind Words Matte Liner, $15, RARE BEAUTY, rarebeauty.com Kind Words Matte Lipstick in Lively, $20, RARE BEAUTY, rarebeauty.com

“Warm Wishes Effortless Bronzer Stick is my favorite way to add warmth to my look, and I apply a few swipes to my cheeks, nose, and forehead–anywhere that the sun naturally hits.”

Warm Wishes Effortless Bronzer Stick, $23, RARE BEAUTY, rarebeauty.com

“I apply two small dots of Soft Pinch Liquid Blush in Joy to each cheek and blend with my fingertips. I love the healthy flush of color that blush adds to your face.”

Soft Pinch Liquid Blush, $20, RARE BEAUTY, rarebeauty.com

“I finish off my look with two coats of Perfect Strokes Universal Volumizing Mascara.”

Perfect Strokes Universal Volumizing Mascara $20, RARE BEAUTY, rarebeauty.com

Growing up in a makeup chair, I struggled with society’s impossible beauty standards, which negatively affected my mental health… so I wanted to create a brand that celebrates individuality and uniqueness.

—SELENA GOMEZ

SELENA GOMEZ’ S SKINCARE SECRET WEAPONS

 “I use Tatcha’s The Rice Wash Skin-Softening Cleanser to cleanse my face and remove any makeup and then use a tiny bit of La Mer Moisturizing Soft Cream all over my face to lock in moisture.” The Rice Wash, $36, TATCHA, tatcha.com The Moisturizing Soft Cream, $360, LA MER, cremedelamer.com

 “Peter Thomas Roth’s 24K Gold Lift & Firm Hydra-Gel Eye Patches are my favorite to put on when I’m getting ready for bed. I put one patch under each eye for a few minutes and then tap in any excess product.” 24K Gold Pure Luxury Lift & Firm Hydra-Gel Eye Patches, $75, PETER THOMAS ROTH, sephora.com