How Selena Gomez Built Rare Beauty and Backed It with Real Mental Health Impact

From Pop Star to Purpose-Driven Founder

When Selena Gomez launched Rare Beauty in 2020, she was after something different than other celebrity brands. She was on a mission to build a beauty company rooted in true self-acceptance and inclusivity.

And it worked. By 2024, Rare Beauty had crossed $400 million in net sales in a single 12-month period, becoming one of the fastest-growing celebrity brands in the world. Industry insiders now value the company at over $2 billion. 

That’s SERIOUS scale. But even from the beginning, and among this insane growth, Selena didn’t treat Rare Beauty like just another commercial venture. From day one, she designed the Rare Impact Fund as its mission-driven twin.

The Rare Impact Fund: More Than a Pledge

Rare Beauty committed 1% of all product sales to the Rare Impact Fund: an ambitious pledge designed to raise $100 million for youth mental health globally. 

Unlike many celebrity philanthropy projects, Rare Impact wasn’t created after the fact. Selena has actually said the fund was planned before Rare Beauty even launched. That means every liquid blush, every lip oil, every mascara has always been tethered to purpose.

Proof in the Numbers

So far, Rare Impact has delivered:

• $20+ million mobilized toward mental health initiatives worldwide. 
  
• Grants awarded to 30+ nonprofits across five continents. 
  
• Partnerships with major retailers like Sephora, which have run campaigns donating 100% of Rare Beauty product sales directly to the fund. 
  
• High-profile fundraising events, including the 2024 Rare Impact Benefit, which brought in over $2 million in a single night.

Rare Impact has become one of the largest corporate commitments to youth mental health in the beauty sector.

Why Rare Beauty Succeeds

For Selena, Rare Beauty is an opportunity to model an ecosystem where profit and purpose can scale together. For consumers, especially millennials and Gen Z buyers who increasingly demand values-driven brands, this alignment matters. 

The result? A company that’s not only financially powerful, but emotionally resonant. Rare Beauty competes in a saturated market because it sells more than product—it sells belonging, care, and community.

From Rare Impact to Your OWN Impact

Selena Gomez built Rare Beauty into a billion-dollar brand and tied every sale to her values. She proved that commercial growth AND success can be successfully in alignment with what matters most to her. 

You don’t need a global company to follow that same playbook. Whether you’re running your own business, freelancing between gigs, or just trying to get a handle on debt, the same truth applies: where you put your money has impact and power.

• Every budget line is a reflection of what matters to you.
• Every purchase is a vote for the kind of life (and the kind of world) you want.
• Every small business decision becomes stronger when it aligns with your bigger purpose.

Rare Beauty shows us that financial success can be exceptionally strong when purpose and profit are linked. When every dollar you spend or earn reflects your values, you build momentum. Every small, intentional choice (like setting aside an extra $20 toward debt or making a purchase that matches your current priorities) creates meaningful change. 

That’s how you begin crafting your own version of a Rare Impact. Click the button below and keep going with our free guide to organizing your accounts.