In an era of celebrity beauty brands, the market can sometimes feel oversaturated by them. So when a new one pops up, it even makes us beauty writers question: What makes this celebrity beauty brand different from the rest?
That question is easy to discern when I think of Rare Beauty. I might be biased as a fan of Selena Gomez herself, who is the CEO and founder of the brand. In fact, we have a lot in common: We're both Texas natives and of Mexican descent — just one of us doesn't own a highly successful makeup company (hint: It's me).
While Gomez's relatability might be a reason behind the brand's success, it's not the only one. Since it first launched in Sept 2020, Rare Beauty has engaged audiences with its message of embracing the beauty that makes you unique. Each product aligns with this statement, down to the affirming shade names or the accessible product packaging.
As of 2024, the brand is worth an estimated $2 billion. Each year prior was hitting a major milestone. From 2021 to 2022, Rare Beauty sales grew 100%, according to Bloomberg. We imagine those numbers will continue to grow in 2025 and beyond.
Those sales mean the growth in Rare Beauty's product line, too. At the end of 2023, the makeup brand expanded into body care and fragrance and welcomed new launches in the categories in Dec 2024.
Thus, you might be wondering what products are worth trying from the brand. We reached out to experts to share their thoughts on what makes Rare Beauty so special, their product recommendations, along with editor favorites. Keep reading to learn more about the brand and our top picks.
Why is Rare Beauty so popular?
Charlotte-based makeup artist Caitlyn Dominic says that the quality of Rare Beauty's products, their fair pricing and prioritization for inclusivity are what drive the brand's success. "An added bonus that adds to the popularity of Rare Beauty is that the company’s founder is singer and actress Selena Gomez, generally speaking, has a very positive reputation," she adds.
Makeup artist Lila Childs also agrees. "I found that Rare Beauty was one of the first celebrity brands to launch more unique and universal products," she explains, highlighting that they popularized liquid blush with their Soft Pinch Liquid Blush. "They also have strong bestsellers in each category: Face, brows, eyes, lips, which means the consumer can rely on the brand for a full face."
"The applicators and products feel very user-friendly and inviting as well, so anyone at any skill level can feel confident using their products," Childs continues."Even though it’s a celebrity-owned brand, it’s marketed to anyone and everyone who wants to feel their best."
Is Rare Beauty good for mature skin?
"Rare Beauty does liquid products really well, which are the formulations I prefer for my clients with mature skin," explains Childs. "Liquid products deliver rich pigment with minimal product, preventing cakiness and suit drier skin types." For their mature skin clients, nearly all of our experts recommended the brand's Soft Pinch Liquid blush and contour, Liquid Luminizer and other liquid-based products.
Are Rare Beauty products accessible?
"Rare Beauty’s applicators are made with those with physical impairments in mind," explains makeup artist Natalie Dresher. "You will see that the liquid liner even has a thicker pen than most liquid liners, which helps those with shaky hands, physical disabilities or those that just normally struggle with liner!"
Rare Beauty's liquid products, such as their blushes and contour, also have rounded and bigger handles to make them easy to 'twist' open, and "an oversized doe foot applicator for the perfect blush application," Dresher notes.
"Something people might not realize is that Gomez specifically wants the products to be easy to use (such as open, close and apply) which is amazing for anyone who might have issues with dexterity," adds Dominic.
Best Rare Beauty products, according to makeup artists
To hold and shape brows: Rare Beauty Brow Harmony Flexible Lifting and Laminating Eyebrow Gel
- Waterproof formula
- Gives the laminated look
- Cake-resistant
- Goes on clear
Shades: 1 | Product type: Brow gel | Best for: All skin types
Laminated brows are a method to achieve fuller, bold brows, and a brow gel like the one above is one at-home hack. "With the clear brow gel, apply light pressure as you comb the product through your brows, fluffing them up and out," Dominic suggests.
For the perfect flush: Rare Beauty Stay Vulnerable Melting Blush
- Liquid-like cream formula
- Satin finish
- Shouldn't cake or crease
- One of their lighter blushes
Shades: 5 | Product type: Blush | Best for: All skin types
Dresher mentions that this blush formula "really does melt into the skin, creating a youthful and bouncy look — perfect for someone with more mature skin!" She specifically loves the shade Nearly Rose, since it "resembles the cheek’s natural state of blushing."
A classic: Rare Beauty Soft Pinch Liquid Blush
- Very pigmented
- Easy to blend
- Comes in matte and dewy
- A little goes a long way
Shades: 13; matte and dewy | Product type: Blush | Best for: All skin types
We can't have a Rare Beauty round-up without featuring their Soft Pinch Liquid Blush. It was the product that started it all — just the tiniest amount goes a very long way.
"Pro tip on applying the liquid blush: Instead of dotting it straight onto your cheeks, apply a small dab to the back of your hand, then work a bit of the product onto a cream blush brush, and then gently blend it onto your cheeks," recommends Dominic.
Most multi-use: Rare Beauty Positive Light Liquid Luminizer
- Multi-purposeful
- Weightless; blendable
- Not sparkly
- A little goes a long way
Shades: 10 | Product type: Highlighter | Best for: All skin types
Childs says she loves the brand's Positive Light Liquid Luminizer for its versatility. "I’ll use it as eyeshadow, mix it in with body lotion for a body glow, or use it for highlighter on the high points of the face," the makeup artist explains.
For defining and sculpting: Rare Beauty Soft Pinch Liquid Contour
- Blendable; streak-free
- Not muddy
- Works well on mature skin
- Some say it is like a bronzer
Shades: 7 | Product type: Contour | Best for: All skin types
This semi-recent launch went viral online for its "bron-tour" shade range. Some users loved using it to sculpt parts of the face, and others loved it for adding warmth.
While this varies per skin tone, the blendable and lightweight formula makes it suitable for all skill levels and skin types. "I can create natural depth without muddying the face with product," describes Childs. "This formula works beautifully on mature skin as well."
Best for fine lines and wrinkles: Rare Beauty Positive Light Tinted Moisturizer Broad Spectrum SPF 20 Sunscreen
- Light, buildable coverage
- Flexible shade range
- SPF 20
- Could be a higher SPF
Shades: 24 | Product type: Tinted moisturizer | Coverage: Light | Best for: All skin types
"This tinted moisturizer is amazing because of its buildable yet lightweight properties," raves Dresher. "It doesn’t seep into fine lines and wrinkles because of its thin formula, and it lasts all day. I love the added benefit of SPF as well!"
Best Rare Beauty products, according to editors
For the perfect pout: Rare Beauty Lip Soufflé Matte Lip Cream
- Feels comfortable on
- Very pigmented
- Can transfer
Shades: 12 | Product type: Lipstick | Suitable for: Sensitive skin
"Holy pigment! This lip product has such a vibrant and complementary color that I absolutely loved wearing," boasts social media editor Kara Quill. "While it did transfer a little bit to things like my coffee mug, overall it had staying power. I also love how creamy it felt."
Almost sold out: Rare Beauty Stay Vulnerable Liquid Eyeshadow
- Goes from liquid to powder
- Soft, satin finish
- Waterproof formula
- Many shades sold out
Shades: 5 | Product type: Eyeshadow | Suitable for: Sensitive eyes and contact lens wearers
The brand's Stay Vulnerable liquid eyeshadow earned a spot in our 2024 Beauty Awards as the "best overall" liquid eyeshadow. We love the affordable price point, but we love the satin finish and long-lasting wear even more.
However, most shades are sold out, including the one in the photo above, so be sure to grab one while you can.
An overall editor favorite: Rare Beauty All of the Above Eyeshadow Stick
- Easy to apply; smooth
- Very blendable
- Water-resistant and fade-proof
- Mixed reviews on wear
Shades: 6 | Product type: Eyeshadow | Suitable for: Sensitive skin and contact lens wearers
“I absolutely loved this eyeshadow stick!,” raves associate editor Allie Wise. “It was easy to apply and went on smoothly. I love the color and I will be using this stick all summer ... and I hardly ever wear eyeshadow anymore!”
I [San Miguel] can also attest to the blendability of Rare Beauty’s eyeshadow stick — if you’re a beginner to this type of product, it doesn’t need an eyeshadow brush to blend. Your finger is all you need!
A mascara with length and volume: Rare Beauty Perfect Strokes Universal Volumizing Mascara
- Holds a curl well
- Good price point
- Doesn't transfer
- Some reviews say it flakes
Shades: 1 | Product type: Mascara | Suitable for: Sensitive eyes and contact lens wearers
"This is one of my favorite mascaras I’ve ever tried— and I’ve tried a LOT," claims associate social media editor Dani Musacchio. "This mascara both volumizes and lengthens lashes really well. It also holds a curl super well [and] does not transfer to my oily eyelids."
No tan required: Rare Beauty Warm Wishes Effortless Cream Bronzer Stick
- Easy to blend
- Beginner-friendly
- Long-lasting & water-resistant
- Could be more deeper shades
Shades: 8 | Product type: Bronzer | Best for: All skin types; non-comedogenic
"I hadn’t used bronzer, nor knew how to use it, until Beauty Awards 2024," says associate editor Sierra Hoeger. "I received this in my testing bundle, and have bought it again because of how beginner-friendly it is! I have the shade 'Happy Sol,' and it adds just enough color and definition to the areas I apply it to — especially during the winter months when my skin is a bit paler."
Best shade range: Rare Beauty Liquid Touch Weightless Foundation
- Lightweight and good coverage
- Wide shade range
- Might be drying on dry skin
Shades: 48 | Product type: Foundation | Coverage: Medium | Best for: All skin types; non-comedogenic
Associate editor Shannon Garlin says she has been wearing this Rare Beauty foundation for over a year, and raves that it is so lightweight, "I forget I'm wearing foundation."
The shade range is what really impressed Garlin, with the product boasting 48 different tones and undertones from fair to deep skin. "I'm really fair and some fair foundations look too pink on me, or then orange," the editor adds. "This brand had the perfect shade to match my skin tone."
Meet the experts
- Lila Childs is a makeup artist based in New York City.
- Caitlyn Dominic is a Charlotte-based makeup artist.
- Natalie Dresher is a New York City-based makeup artist.
How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
The Flat Lay Co. Flat Lay Makeup Bag
The Flat Lay Co. Flat Lay Makeup Bag