Selena Gomez’s cosmetic brand Rare Beauty sells $70 MILLION worth of rouge and is on track to triple their 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 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 is 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-loved blush, which Selena regularly promotes on her social media.
Rare Beauty is also on track to triple last year’s sales. Since the launch of the brand, Gomez has expanded to three dozen countries.
Blush Queen: Selena Gomez’s cosmetics company, Rare Beauty, to sell around $70 million worth of blush in 2022
Gomez’s brand seems to be booming while a number of other celebrity makeup brands have not stood the test of time.
Actress Kristen Bell closed her skincare line earlier this year, while Sephora stopped 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 stay that way.”
Rare Beauty is renowned for its reasonably priced, good quality products.
Selena has also been able to capitalize on the makeup trends on her social media and help her products go viral.
Justin Bieber’s ex also laid a worthy social cause at the foundation of her brand: mental health advocacy.
Rare pledged to raise $100 million for mental health.
In 2020, Gomez told Forbes that she felt that society is often inundated with images that “make people feel less than or need to achieve a perceived perfection, which is absolutely unattainable.”
CEO: The actress and singer, 30, founded the brand in 2019 before launching in North America in 2020; In the photo 2023
Rare: Her company sells two different blushes, but is best known for their TikTok-viral Soft Pinch Liquid Blush, which retails for $23. Last year, they sold 3.1 million units
Catching up with the trends: Selena has been able to tap into the 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 last year’s sales. Since the launch of the brand, Gomez has expanded to three dozen countries; In the photo 2023
Expansion: Rare Beauty is just one of Selena’s business ventures as she goes beyond acting and singing. She is also the co-founder of Wondermind and has executive produced shows on Netflix and HBO Max; In the photo 2022
“I’ve been open with my own personal mental health issues and beat myself up about feeling less than. Through my openness, I’ve heard that many young people struggle over the years too, so this is something very close to my heart.’
The brand continues to expand and introduces new products such as gel eyeliner.
Rare Beauty is sold exclusively 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 goes 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.