Selena Gomez’s Rare Beauty gives away part of every sale. Here’s where the money goes
When Selena Gomez founded Rare Beauty in 2020, she wanted the cosmetics brand to have meaning and represent different people. Gomez, a recording artist, actress and entrepreneur, found that meaning through the Rare Impact Fund , Rare Beauty’s non-profit foundation that supports youth mental health established in 2020. The fund supports non-profit partners reaching youth with mental health…
In 2020, Selena Gomez founded the cosmetics brand Rare Beauty with a mission to create meaningful products that represent different people. The brand's non-profit foundation, the Rare Impact Fund, was established alongside Rare Beauty to support youth mental health. The fund's goal is to mobilize $100 million over ten years, and to date, it has supported 30 nonprofits across five continents, trained 208,000 educators, and reached 3.5 million young people.
One percent of all Rare Beauty sales are donated to the impact fund, which has become a crucial part of the brand's mission. Rare Beauty's products are named after empowering concepts, such as the blush shade Happy or the lip liner shade Intuitive. The company's global expansion has led to the Rare Impact Fund working with local experts to identify organizations in new markets, ensuring their efforts are well-aligned with existing resources.
The Rare Impact Fund maintains a strong social media presence, using Rare Beauty's 15+ million followers to share updates about the fund's work. This strategy allows Rare Beauty to directly connect with its customer base and keep them informed about the impact of their purchases. Despite Rare Beauty's success, the brand remains focused on its mission-driven approach and does not consider itself superior to other companies in the market.
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