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www.rarebeauty.com
Key Personnel: Selena Gomez, founder; Scott Friedman, chief executive officer; Katie Welch, chief marketing officer; Elyse Cohen, chief impact officer and president, Rare Impact Fund; Joyce Kim, chief product officer; and Nikki Eslami, board member on the Rare Beauty Mental Health Council, also co-founder of Bellami hair and chief executive officer, New Theory Ventures
Major Products: Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil; Warm Wishes Effortless Bronzer Stick, Positive Light Liquid Luminizer
New Products: Find Comfort Body & Hair Fragrance Mist; Soft Pinch Tinted Lip Oil Mini; Mascara & Brow Gel Duo; Soft Pinch Matte Bouncy Blush
Comments: Selena Gomez founded Rare Beauty in 2019 to help women embrace their uniqueness in lieu of comparing themselves to others, and in doing so, make an impact.
The company’s Rare Impact Fund (rareimpactfund.org) aims to support the mental health of its community, employees and partners. By celebrating everyone’s uniqueness and making people feel more connected, Rare Beauty works to reduce the stigma associated with mental health and give people access to the resources they need to support their mental well-being.
Last year, it was rumored that Gomez was exploring the sale of Rare Beauty. She reportedly hired Raymond James and Goldman Sachs investment banks to handle any deal, according to sources. Experts put Rare Beauty’s value anywhere between $1 and $2 billion.
*All sales figures and related information presented in this report are based on data from the previous calendar year.
• Scott Friedman, chief executive officer
• Elyse Cohen, chief impact officer and president of the Rare Impact Fund
Soft Pinch Tinted Lip Oil (expanded shades), Find Comfort Body Collection, Positive Light Silky Touch Highlighter (new shades)
In February, Rare Beauty began rolling out into all Ulta Beauty stores and online at Ulta.com. It marked the first retail expansion for the brand since its 2020 launch.
The brand’s Rare Impact Fund directs a portion of sales toward youth mental health resources. The third annual Rare Impact Fund Benefit, held in October 2025, attracted more than 400 guests and raised nearly $2 million, according to the company. The fund supports 30 nonprofits across five continents, reaching more than 3.5 million young people around the world. Nonprofits supported by the Fund include The Trevor Project and the Yale Center for Emotional Intelligance, among others.
Rare Beauty
El Segundo, CA
Sales: $400 million
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