Selena Gomez has struck a high note with her cosmetics company, Rare Beauty.
The actress and singer, 30, founded the brand in 2019 before launching it in North America in 2020. Last year the company sold around $70 million in just the blush category alone according to Bloomberg.
Her company sells two different blushes but are best known for their TikTok viral Soft Pinch Liquid Blush, which retails for $23.
Last year they sold 3.1 million units of the fan-beloved blush, which Selena frequently promotes on her social media.
Rare Beauty is also on pace to triple last year’s sales. Since launching the brand, Gomez has further expanded to three dozen countries.
Gomez’ brand appears to be booming while a number of other celebrity makeup brands have not stood the test of time.
Actress Kristen Bell closed down her skin-care line earlier this year, while Sephora discontinued selling the brands of influencer Addison Rae and Hyram Yarbro
‘There’s less forgiveness for a celebrity brand,’ Rich Gersten, the co-founder and managing partner at True Beauty Ventures, told Bloomberg.
‘If the product wasn’t good, it wouldn’t have scaled or stayed scaled.’
Rare Beauty is praised for having moderately priced products of good quality.
Selena has also been able to tap into the makeup trends on her social media and help her products go viral.
Justin Bieber’s ex also included a worthy social cause at the root of her brand: mental health advocacy.
Rare pledged to raise $100 million for mental health.
In 2020 Gomez told Forbes that she felt society is often flooded with imagery that ‘makes people feel less than or the need to achieve a perceived perfection, which is absolutely unattainable.’
‘I have been open with my own personal mental health struggles and have seen myself affected by feeling less than. Through my openness, I have heard from many young people over the years struggling as well and so this is something very close to my heart.’
The brand is continuing to branch out, rolling out new products like gel eyeliner.
Rare Beauty is exclusively sold at Sephora, with other popular products including the Liquid Touch Brightening Concealer for $22, the Lip Soufflé Matte Lip Cream for $20, the With Gratitude, Dewy Lip Balm for $16, and the Positive Light Liquid Luminizer Highlight for $25.
Rare Beauty is just one of Selena’s business ventures, as she continues to expand beyond acting and singing.
She is also the co-founder of Wondermind, a startup dedicated to improving mental health, which was valued at $100 million last year.
Gomez has also formed partnerships with brands like Puma SE and executive produced shows on Netflix and HBO Max.
