How Selena Gomez’s Rare Beauty Turned Her Into a Billionaire
Selena Gomez has officially joined the billionaire club, and her beauty brand Rare Beauty is the reason why. What started as a mission-driven makeup line in 2020 has quickly grown into one of the most influential and profitable beauty brands in the world.
With viral products, a strong social media presence, and a clear message around self-acceptance, Rare Beauty has reshaped how consumers connect with makeup. Here is an in-depth look at the brand’s rapid rise and why it continues to dominate the beauty industry.
Scroll on for a complete breakdown of Rare Beauty’s journey, from its 2020 launch to Selena Gomez’s billionaire milestone, including key products, global expansion, and what’s next for the brand.
Selena Gomez’s Billionaire Moment
In September 2024, Bloomberg added Selena Gomez to its Billionaires Index, estimating her net worth at $1.3 billion. The majority of her wealth is tied directly to Rare Beauty.
According to reports, the brand generated $350 million in revenue in 2023 alone. This impressive growth places Rare Beauty among the most successful celebrity-founded beauty brands of all time.
While Gomez has enjoyed a long career in music and acting, it is Rare Beauty that has become her most valuable asset. The brand’s consistent sell-out launches and loyal fan base have turned it into a powerhouse in just a few years.
The Launch of Rare Beauty
Rare Beauty officially launched in September 2020. It debuted exclusively on its own website and in Sephora stores across North America. From the beginning, the brand stood out in a crowded celebrity beauty market.
Rather than focusing on perfection or glam ideals, Rare Beauty introduced a more emotional and inclusive approach to makeup. Gomez created the brand to challenge traditional beauty standards and encourage people to embrace what makes them different. The core message was simple yet powerful. Own what makes you rare.
At launch, Gomez explained the heart of the brand by saying, “These products aren’t about being someone else, it’s about being who you are, whether that’s rocking a full face of bold makeup or barely any makeup at all.” She also added, “Makeup is something to enjoy, it’s not something you need. I want every person to feel beautiful exactly as they are.”
This message immediately resonated with consumers, especially younger audiences looking for authenticity.
A Brand Built on Mental Health and Inclusion
Rare Beauty positioned itself as more than a makeup brand. It aimed to create a safe and welcoming space within the beauty industry. The brand openly supports mental well-being across age, gender, sexuality, race, and both physical and mental ability.
This values-led approach helped Rare Beauty stand apart from competitors. Consumers did not just buy the products. They connected with the mission. This emotional connection fueled long-term loyalty and organic word of mouth growth.
Through founder-led storytelling and transparent messaging, Rare Beauty turned makeup into a tool for self-expression and self-love.
The Power of Social Media and Virality
Social media played a major role in Rare Beauty’s rapid success. Platforms like TikTok and Instagram helped turn everyday products into viral sensations. Makeup tutorials, honest reviews, and behind-the-scenes content consistently flooded feeds.
Founder involvement was key. Selena Gomez regularly appeared in videos using the products herself. This made the brand feel relatable and real. Influencers and everyday users quickly followed suit, creating a loop of organic promotion.
Products like the Soft Pinch Liquid Blush and Positive Light Liquid Luminizer became cult favorites. They frequently sold out and were praised for their texture, shade range, and dewy finish. As glowing skin trends took over social media, Rare Beauty was perfectly positioned to benefit.
Expansion Into the UK and Global Markets
In 2022, Rare Beauty expanded into the UK and Ireland. The brand launched exclusively at Space NK, both online and in-store. Demand was immediate. Many products sold out quickly, proving that the brand’s appeal extended far beyond the US.
Following its success at Space NK, Rare Beauty later expanded into Sephora UK. With prices set at £45 and under, the brand fits comfortably alongside established names like MAC, NARS, Clinique, and Benefit. However, its sleek branding and viral reputation helped it stand out on shelves.
Today, Rare Beauty is available in the UK through Space NK, Sephora, and its official website.
Entering Bodycare and Lifestyle
In December 2023, Rare Beauty expanded beyond cosmetics for the first time. The brand launched a bodycare collection centered around comfort and self-care. The range included four products designed to calm, nourish, and protect the skin with hydrating formulas and uplifting scents.
The collection focused on feeling good rather than looking perfect. It aligned seamlessly with the brand’s mental wellness mission.
Rare Beauty also explored pop-up experiences and lifestyle merchandise. In London, the brand opened several activations, including the Comfort Club pop-up at 40 Earlham Street. The experience celebrated the bodycare launch and deepened community engagement. Branded hoodies, t-shirts, and bags further strengthened the brand’s lifestyle appeal.
Valuation Rumors and What’s Next
After reaching $350 million in annual net sales for the twelve months ending in February, reports surfaced that Gomez was considering a sale or initial public offering. Rare Beauty was rumored to be valued at $2 billion.
Although advisers were reportedly hired to assess options, these rumors were later shut down. Gomez continues to fully benefit from the brand’s success and remains closely involved.
Rare Beauty at a Glance
Rare Beauty launched in 2020 with a cosmetics line focused on self-acceptance. In 2022, it debuted in the UK at Space NK. In 2023, it entered the bodycare category. By 2024, Selena Gomez reached billionaire status.
With affordable luxury pricing, strong values, and viral products, Rare Beauty shows no signs of slowing down. It is proof that authenticity, community, and purpose can drive massive success in modern beauty.
Summary:
- Selena Gomez reached billionaire status in 2024, largely due to the success of Rare Beauty.
- Rare Beauty launched in 2020 and quickly stood out with its mission focused on self-acceptance and mental well-being.
- The brand emphasizes inclusivity across age, gender, race, sexuality, and physical and mental ability.
- Viral success on TikTok and Instagram played a major role in driving brand awareness and product demand.
- Bestselling products include the Soft Pinch Liquid Blush and Positive Light Liquid Luminizer.
- Rare Beauty expanded into the UK in 2022 through Space NK and later Sephora UK.
- In 2023, the brand entered the bodycare category with a comfort focused self care collection.
- Pop-up experiences and lifestyle merchandise strengthened Rare Beauty’s community-driven image.
- The brand reportedly generated $350 million in annual sales and was valued at around $2 billion.
- Rare Beauty continues to grow while remaining founder-led and mission-driven.
