Do we like them?

Do we like Rare Beauty?

Makeup and skincare brand founded by Selena Gomez in 2020, US-based, sold at Sephora and Ulta.

Our score: 6 out of 10. A well-liked brand with a real mental-health giving programme, but the search turned up little independent scrutiny of its supply chain, ingredients or workers. We'd back it cautiously.

Selena Gomez launched Rare Beauty as a mission-led makeup brand. In 2020 it announced the Rare Impact Fund, which aims to raise $100 million over ten years for mental health services in underserved communities.

The money comes from 1% of all sales, plus donations from foundations, individuals and partners, according to the brand's 2021 impact report. That report says the fund raised and awarded over $1.2m to eight organisations in 2021.

A 2025 Sephora and Rare Beauty press release says the fund has now raised over $20 million and supports 30 organisations on five continents. That is the companies' own claim. One older feature put the total at $4 million, which looks like an earlier snapshot.

On ownership, search summaries say Gomez holds a majority, but the percentage varies by source and the pages are low quality. Happi reported in 2024 that she was weighing a sale or IPO. The brand has since expanded into Ulta stores nationwide in February 2026. We found no big scandals, but we also found little independent reporting on how it treats workers or the environment, so we've kept the score mid-range.