Photography by Getty Images for Rare Beauty

“Rare Beauty is so much bigger than a makeup brand.”

“When I created the Rare Impact Fund [in 2020], I knew it was something I had to give my full heart to,” says Selena Gomez over a video call. She’s calling to chat about the launch of the Make a Rare Impact campaign, which officially launches today. The campaign is a partnership between Gomez’s Rare Beauty and Sephora, wherein Sephora will donate 100 per cent of Rare Beauty product sales on October 10, World Mental Health Day, to the Rare Impact Fund. “I always wanted to be a woman of my word.”

The Rare Impact Fund’s mission is to reduce the stigma associated with mental health and increase access to mental health services and education for young people globally. “The mental health crisis is one of the most serious issues facing young people today,” says Gomez. “This work would not be possible without the support of partners, like Sephora, who not only believe in this mission, but donate crucial funds to expand mental health resources to young people around the world.” 100 per cent of proceeds of Rare Beauty products sold at Sephora locations in 28 countries around the world, including Canada, Australia, the U.S. and the U.K.

Photography via Rare Beauty

“Rare Beauty is so much bigger than a makeup brand,” says Gomez. Aside from changing the lives of young people around the world with the Rare Impact Fund (which the brand donates one per cent of product sales to, all year-round), Gomez says launching Rare Beauty three years ago has improved her own relationship with beauty, too. “My relationship with beauty is constantly evolving,” explains Gomez. “I’ve been learning to not put how I’m feeling physically first. Because there are days when I wake up and don’t feel the prettiest. It’s a daily struggle but I try to [remember that] what makes me happy and what makes me beautiful is being who I am.”

Gomez has long been open about her own mental health struggles and she says founding Rare Beauty and watching its impact grow has been integral to her own growth and healing. “Hearing other people’s stories [through Rare Beauty and the Rare Impact Fund] has helped me heal in my own life. It’s been pretty life-changing.” Though, she’s quick to point out, “there was never an ulterior motive. I really just wanted people to feel seen.”

If you’ve ever browsed the Rare Beauty section at Sephora (online or IRL), you’ve probably noticed the brand’s uplifting product names. An under-eye brightener called Positive Light. A bronzer stick called Warm Wishes. A lip liner named Kind Words. These little details add up to make a big impact on the way Rare Beauty exists within an industry that hasn’t always had the warmest, most inviting, inclusive reputation. As it turns out, that’s exactly why Gomez says these names are so important.

“I have a 10-year-old sister and I get to overhear her saying ‘What about [the shade] Inspire or Hope?’ when her and her friends are playing with the makeup.” For those of us who grew up in a different era of the beauty industry, like Gomez herself, the positivity is a welcome change, indeed.

“I have a responsibility as an older sister to be the best [role model for her] that I can be.”

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