Selena Gomez’s cosmetics brand Rare Beauty sells $70 MILLION worth of blush and is on track to triple its sales by 2022
Selena Gomez has hit a high note with her cosmetics company, Rare Beauty.
The 30-year-old actress and singer founded the brand in 2019 before launching it in North America in 2020. Last year, the company sold about $70 million in the blush category alone, according to Bloomberg.
Her company sells two different blushes, but she’s best known for her 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 track to triple sales from last year. Since the brand’s launch, Gomez has further expanded into three dozen countries.
Blush Queen: Selena Gomez’s cosmetics company Rare Beauty sold around $70 million worth of blush in 2022
Gomez’s brand seems to be booming, while other celebrity makeup brands haven’t stood the test of time.
Actress Kristen Bell shut down her skincare line earlier this year, while Sephora stopped selling influencer brands Addison Rae and Hyram Yarbro.
“There’s less forgiveness for a celebrity brand,” Rich Gersten, co-founder and managing partner of True Beauty Ventures, told Bloomberg.
“If the product wasn’t good, it wouldn’t have scaled or it wouldn’t have stayed scaled.”
Rare Beauty is praised for having good quality products at moderate prices.
Selena has also been able to take advantage of makeup trends on her social media and help her products go viral.
Justin Bieber’s ex also included a valuable social cause at the root of her brand: the defense of mental health.
Rare has pledged to raise $100 million for mental health.
In 2020 Gomez said Forbes who felt that society is often inundated with images that “make people feel less than or need to achieve a perceived perfection, which is utterly unattainable.”
CEO: The actress and singer, 30, founded the brand in 2019 before launching it in North America in 2020; In the photo 2023
Weird: Her company sells two different blushes, but she’s best known for her TikTok viral Soft Pinch Liquid Blush, which retails for $23. Last year they sold 3.1 million units
Capitalizing on trends: Selena has been able to capitalize on makeup trends on her social media and help her products go viral through makeup tutorials on TikTok and Instagram.
Triple: Rare Beauty is also on track to triple sales from last year. Since the brand’s launch, Gomez has further expanded into three dozen countries; In the photo 2023
Expansion: Rare Beauty is just one of Selena’s business ventures as she continues to expand beyond acting and singing. She is also a co-founder of Wondermind and has been an executive producer of shows on Netflix and HBO Max; pictured 2022
“I have been open with my own personal mental health struggles and been affected by feeling less than. Through my opening, I have heard from many young people over the years who are also struggling and this is something very close to my heart.’
The brand continues to expand, launching new products like gel eyeliner.
Rare Beauty is sold exclusively at Sephora, with other popular products including Liquid Touch Brightening Concealer for $22, Lip Soufflé Matte Lip Cream for $20, With Gratitude, Dewy Lip Balm for $16, and 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.