Rare Beauty: Makeup For Good
Written by: Charlie Rowe
One often overlooked aspect of maintaining mental wellness lies in the beauty products we choose to incorporate into our daily routines, as these items can have a surprisingly positive impact on our emotional health and self-esteem. In a world where self-care often takes a backseat to daily demands, many are turning to creative outlets as a way to reclaim their sense of well-being. For some, this means finding comfort in makeup. While beauty routines have long been associated with enhancing appearance and deflating self confidence in our natural looks, an emerging conversation is shining a light on how makeup can also play a significant role in improving mental health.
Rare Beauty is a major beauty brand that is heavily focused on mental health and doing what feels good, founded in 2019 by actress and mental health advocate Selena Gomez. From its initial launch in September of 2020, Rare Beauty quickly garnered attention not just for its innovative makeup products designed for everyone in mind, but for its unique focus on promoting mental health and self-acceptance. Since their first launch, they have expanded past makeup and also offer a few pieces of merchandise, makeup accessories, and my most favorite being body and hair mists and lotions that have scents specifically included to provide comfort and calmness.
The brand’s core philosophy is centered around celebrating natural beauty and encouraging individuals to embrace their imperfections, a refreshing departure from the often unattainable beauty standards perpetuated by traditional beauty brands and makeup trends. Rare Beauty’s tagline, "Rare is good," invites consumers to feel confident in their own skin and view their differences as strengths, rather than flaws to hide. Every product that comes in a box has “you are rare” on the inside opening tab, which is a cute and simple way to remind their customers they are unique in their own way.
Rare Beauty’s products are also made with accessibility in mind, with Selena herself discussing the importance of inclusivity. Rare Beauty started the Made Accessible Initiative after Selena’s personal experiences drawing her to packaging that is easy to open, close, hold, and apply. Rare Beauty partners with the Casa Colina Research Institute to figure out what makes a product more accessible. They then utilize that information for future packaging decisions and make it widely available to the beauty industry in hopes they will follow suit. This is incredible for those with similar experiences to Selena who also want to feel beautiful and confident in their own skin.
Beyond promoting physical beauty and accessibility, Rare Beauty has made mental health a core part of its mission. The brand actively works to destigmatize mental health struggles by incorporating conversations about mental well-being into its marketing and brand ethos. In 2020, Rare Beauty launched the Rare Impact Fund, which is dedicated to providing mental health services for underserved communities. Through the fund, the brand aims to raise $100 million over the next 10 years to support mental health initiatives, aligning with Selena Gomez’s own personal journey and advocacy for mental health awareness.
For the past two years on World Mental Health Day, Rare Beauty has been fortunate enough to partner with Sephora and give 100% of all proceeds made that day on Rare Beauty products to the Rare Impact Fund. Through their social media, they continuously post affirmations for their followers to use, they highlight tips and tricks to better strengthen mental health, and they host so many opportunities for in-person events for fans. On their website, you can find a tab called “Comfort Club”, which hosts an array of videos for meditation practices, massages, and other guided videos for anyone to be able to access and utilize. With its empowering messaging and commitment to inclusivity, Rare Beauty is not just about enhancing external appearance but fostering inner confidence and emotional well-being, making it a pioneer in merging beauty and mental health in meaningful ways.
For many, the act of applying makeup can be more than just a means to cover up blemishes or enhance features. It can become a form of mindfulness, a creative expression, or even a ritual of self-love. Whether it's the soothing repetition of blending eyeshadow or the confidence boost from a bold lipstick, makeup provides an opportunity to pause, focus on the present moment, and reconnect with oneself in a positive way. Rare Beauty exemplifies how the intersection of beauty and mental health can create a powerful, positive impact. By embracing individuality, promoting self-acceptance, and supporting mental health initiatives, the brand not only empowers its consumers to feel beautiful on the outside, but also nurtures their well-being on the inside.
With its dedication to inclusivity and destigmatizing mental health struggles, Rare Beauty sets a new standard for the beauty industry—one where emotional wellness is just as important as external appearance. As we continue to redefine self-care in a world full of pressures, Rare Beauty reminds us that true beauty comes from within, and that we are all "rare" in our own special way. If you’re interested in supporting their mission and want to check them out, linked below are my top 5 products!
Soft Pinch Liquid Blush in shade Happy
Positive Light Liquid Luminizer in shade Enlighten
Soft Pinch Tinted Lip Oil in shade Hope
Find Comfort Mini Lotion & Fragrance Set - the only way you can get your hands on Rare Beauty’s exclusive Find Comfort EDP. It’s an amazing scent!
Be Well,
Charlie Rowe
