Home Celebrity The Best Celebrity Beauty Brand? Rare Beauty, Duh!

The Best Celebrity Beauty Brand? Rare Beauty, Duh!


I have celebrity beauty brand burnout. Since Kylie Jenner launched Kylie Cosmetics in 2015, it seems like every other A-lister has made a name for itself in skincare, makeup, haircare or fragrance (or a combination of the four). It’s nearly impossible to keep up with the speed at which Hollywood is making these star marks.

If you need a refresher – first Kylie Cosmetics, then Ariana Grande fragrances. Then there’s Eva Mendes’ now-discontinued Circa Beauty, and then Rihanna’s Fenty Beauty. Start there: KKW Beauty by Kim Kardashian (now SKKN by Kim), ProDNA by Paris Hilton, MDNA by Madonna, Haus Laboratories by Lady Gaga, Florence by Mills by Millie Bobby Brown, Victoria Beckham Beauty, Pattern Beauty by Tracee Ellis Ross , Item Beauty by Addison Rae, Humanrace by Pharrell Williams, Keys Soulcare by Alicia Keys, JLo Beauty, Face Change by Halsey…and more.

Some of these brands are good. Some are bad. Some are obvious cash grabs, with zero marks for any meaningful involvement from their celebrity founders. But even if I’m hesitant about the idea of ​​another actor or singer launching a beauty brand, a celebrity imprint has managed to grab my attention — and fascinate me.

Rare Beauty, launched in 2020 by Selena Gomez, is the platonic ideal of a celebrity beauty brand. Gomez is the face of the brand, but she doesn’t lead its marketing. The products are affordable and effective—in fact, some are already all the rage on TikTok. The company advocates a cause close to its founder’s core (mental health).

But most importantly, Rare Beauty doesn’t pretend it’s not. Essentially, the brand is about simple and easy-to-use makeup — no bells and whistles. It doesn’t venture into the realm of existing brands, whether it’s Pat McGrath’s high-gloss luxury or Glossier’s cool label. Rare Beauty is consistent, a particularly admirable feature in an oversaturated makeup market.

Rare Beauty’s seriousness is especially evident in its latest collection, Kind Words. The 10 lipstick and lip liner collection features friendly, non-intimidating shade names like “Talented,” “Worthy,” and “Humble.” The colors are also approachable, spanning pink nudes and fuchsia browns.

Walking into the abyss, I shouted: Rare beauty, please change forever and ever.

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