Rare Beauty’s Commitment to Mental Health

Selena Gomez has always stood out, not just for her many talents but also for her authenticity and vulnerability with her fans. Having openly shared her struggles with mental health, Gomez has become a voice of encouragement for millions of people struggling with anxiety, depression, and other challenges. Her dedication to breaking down these stigmas is embodied in the creation of Rare Beauty, which is more than just a makeup brand. Through her brand, Gomez fosters real conversations around mental health and reminds us that, in a world where beauty standards feel so unattainable, true beauty goes far beyond appearances.

Although it may not seem like there is a strong connection between mental health and makeup, Gomez’s vision has successfully bridged the two, despite that beauty brands have often been associated with contributing to negative body image and low self-esteem. 

“I wanted to change the way we talk about both beauty and mental health. I hope all of our products capture this ethos… My hope is that we all create a safe space to be ourselves, to be vulnerable, and to challenge unrealistic standards of beauty.” Gomez said. 

To further this mission, Rare Beauty established the Rare Impact Fund, which aims to raise $100 million within the brand’s first decade and yield 1% of proceeds to the foundation. It is a pledge to expand access to mental health services and education for young people globally, regardless of age, race, gender, sexual orientation, or background. 

In addition to its philanthropic initiatives, many of Rare Beauty’s marketing efforts also revolve around mental health and focus on building a deep connection with its audience. Social media has been instrumental in this endeavor, with the brand harnessing platforms like Instagram to create engaging, authentic, and emotionally resonant content. 

One of Rare Beauty’s most influential social media campaigns was the #WeAreRare campaign, which encouraged individuals to share their personal stories, their Sephora Color IQ, and their Instagram handles. The Rare Beauty team then selected a few of the submissions to feature in the campaign, offering participants early access to products, exclusive merch, and a chance to connect with others. 

“Mental Health 101” is another social media campaign that was revolutionary for Rare Beauty’s brand identity. It focused on raising awareness around mental health in educational settings. People could support this initiative by signing Rare Beauty’s petition that called the philanthropy community to support mental health services in schools, by donating to the Rare Impact Fund, and by sharing the Instagram post and tagging a friend.  

Building on this commitment to mental health awareness, Rare Beauty launched the recent #MakeARareImpact initiative last week. On October 10, Sephora donated 100% of Rare Beauty’s global sales to the Rare Impact Fund in honor of World Mental Health Day. This is the second consecutive year that Gomez and Sephora have collaborated on this initiative; with the first partnership last year resulting in over two million dollars raised, as highlighted in the 2023 Rare Beauty Social Impact Report.

Ultimately, Gomez’s vision and initiatives have shaped Rare Beauty’s brand identity, demonstrating how beauty brands can be powerful advocates for mental health. By integrating her personal experiences and commitment to mental well-being into the brand, she successfully empowers individuals to embrace their authentic selves and fosters a strong sense of community. As Gomez herself expressed, “My biggest dream is to make a positive impact in this world. I hope that by sharing my own story and using my platform for good, we can empower more young people to address their mental health. Thank you for joining me on this journey.”

References

1. https://yr.media/health/mental-health/selena-gomez-beauty-standards-mental-health-kyana-early/#:~:text=Throughout%20her%20career%2C%20Selena%20Gomez,her%20mental%20health%20care%20initiatives.&text=Beauty%20standards%2C%20through%20media%20consumption,mental%20health%20and%20self%2Desteem.

2. https://time.com/6979619/rare-beauty/

3. https://www.havstrategy.com/marketing-strategy-rare-beauty/

4. https://rareimpactfund.org/