The New Fragrance from Rare Beauty Reflects Selena Gomez’s Next Chapter in Beauty Storytelling

Rare Beauty, the beauty brand founded by Selena Gomez, has rapidly grown into a global phenomenon in the cosmetics industry. Launched with the mission of not only creating high-quality products but also inspiring confidence and supporting mental health, Rare Beauty has skyrocketed into a billion-dollar brand in just a few years. From viral sensations like the Soft Pinch Liquid Blush to the launch of the brand’s first fragrance, Rare Eau de Parfum, in August 2025, Rare Beauty continues to expand its influence in the competitive beauty market. With more than $500 million in revenue in 2024 and a brand valuation of over $2.7 billion, Rare Beauty demonstrates the power of combining innovative products, clever social media marketing, and a strong social mission through the Rare Impact Fund. While the brand’s future looks promising, challenges remain in sustaining its momentum in a fast-moving and highly competitive industry. Can Rare Beauty maintain its dominance and redefine the beauty landscape, or will its expansion into fragrances prove too ambitious?

Rare Beauty: How Selena Gomez Turned a Pop Star Dream into a Billion-Dollar Empire

When Selena Gomez launched Rare Beauty in 2020, few expected the brand to become a storm in the already crowded beauty industry. Yet, within just four years, Rare Beauty achieved annual revenue surpassing $500 million and a valuation of more than $2.7 billion.

What set it apart wasn’t only the celebrity power behind it. Rare Beauty’s mission—to create makeup that is inclusive and celebrates individuality rather than hiding imperfections—spoke directly to a generation seeking authenticity. In an era when beauty was often equated with flawlessness, Rare Beauty chose to spotlight realness, and consumers embraced that message wholeheartedly.

The Viral Sensation: Soft Pinch Liquid Blush

If one product catapulted Rare Beauty into global stardom, it was the Soft Pinch Liquid Blush. This blush became a cultural phenomenon, selling over 3 million units in a single year and generating nearly $70 million on its own.

On TikTok, millions of videos showcased its application, reviews, and viral color transformations, cementing its place as not just a makeup item but a pop culture icon for Gen Z.

With this product, Rare Beauty proved it wasn’t relying on Gomez’s fame alone. Instead, it delivered a formula that was long-lasting, pigmented, easy to use, and affordable—a winning combination in today’s fast-moving beauty world.

The 2025 Pivot: Rare Eau de Parfum

In August 2025, Rare Beauty announced its boldest move yet: entering the competitive fragrance industry with Rare Eau de Parfum.

• Top notes: Caramel, pistachio, pink pepper

• Heart notes: Vanilla, ginger, cocoa

• Base notes: Sandalwood, tonka bean, skin musks

True to the brand’s ethos, the fragrance bottle was designed to be accessible for users with limited hand mobility, reinforcing Rare Beauty’s dedication to inclusivity.

Alongside the perfume, Rare Beauty launched Fragrance Layering Balms, solid fragrance sticks that allow users to mix and personalize scents—a strategic step to stand out in a crowded fragrance market.

Marketing Mastery: From TikTok to Global Pop-Ups

Rare Beauty’s marketing genius lies in leveraging social media virality and immersive brand experiences.

Instead of relying solely on glossy ads, Rare Beauty tapped into TikTok, Instagram, and influencer-driven content. For example, the Soft Pinch Matte Bouncy Blush pop-up in London’s Carnaby Street drew thousands of fans, creating long lines and massive social buzz.

Moreover, Gomez’s brand consistently ties sales to purpose through the Rare Impact Fund, which donates 1% of all revenue to mental health initiatives. This makes Rare Beauty more than a makeup label—it’s a movement rooted in wellness and self-acceptance.

Financial Strength: Numbers Don’t Lie

Rare Beauty’s financial trajectory reflects real, sustainable growth:

• 2023 revenue: $350 million

• 2024 revenue: $500+ million

• 2025 valuation: $2.7 billion

Unlike many celebrity beauty lines that burn bright and fade fast, Rare Beauty has proven it can sustain momentum year after year. Its growth isn’t fueled solely by hype but by consistently delivering high-demand products and aligning with consumer values.

The Challenges Ahead: Can Rare Beauty Stay on Top?

Despite its meteoric rise, Rare Beauty faces pressing challenges:

• Cutthroat competition: Rivals like Fenty Beauty and Glossier continue to innovate and dominate their own niches.

• Fragrance market hurdles: Consumers are notoriously loyal to their signature scents, making fragrance expansion a risky bet.

• Supply chain strains: With demand skyrocketing, Rare Beauty must maintain quality and prevent shortages to protect customer trust.

The brand’s next steps will determine whether it remains a powerhouse or risks overextension.

The Future of Rare Beauty: Toward a Holistic Beauty Empire

Looking at its first five years, Rare Beauty has already shattered expectations. By blending innovative product development, savvy social media strategy, and purpose-driven branding, it has laid the groundwork for long-term dominance.

The launch of Rare Eau de Parfum signals that Gomez is not afraid to push into new territory. If Rare Beauty succeeds in fragrances, it could evolve into not just a cosmetics label but a comprehensive beauty empire spanning skincare, makeup, and perfume.

With a billion-dollar valuation and global fan devotion, Rare Beauty stands at a defining crossroads: poised either to cement its place as an enduring icon or to face the growing pains of rapid expansion.

What Customers Are Saying: Rare Beauty in the Real World

Rare Beauty’s rise isn’t just about numbers and celebrity backing—it’s about how real people feel when they use the products.

Across platforms like Sephora reviews, TikTok, and Instagram, Rare Beauty consistently receives high praise from customers:

• Soft Pinch Liquid Blush has become a fan-favorite, with many users saying a “single dot goes a long way.” The lightweight texture and buildable pigment make it perfect for both beginners and pros. One viral review described it as “the blush that finally made me love my face in the mirror.”

• Rare Beauty Foundations are often highlighted for their inclusive shade range—with over 40 shades designed for different skin tones. Customers have applauded Gomez’s commitment to making makeup accessible for everyone.

• Lip Soufflé Matte Cream Lipstick is celebrated for being creamy yet non-drying, lasting through meals while still feeling comfortable.

Beyond the product quality, many fans note that Rare Beauty makes them feel seen and accepted. The packaging’s ergonomic design resonates strongly with people who live with mobility issues, proving that inclusivity isn’t just marketing—it’s embedded in the brand’s DNA.

One Sephora customer summed it up best: “Rare Beauty isn’t just makeup—it’s confidence in a bottle.”