Selena Gomez’s Rare Beauty is raising $100 million for Mental Health Services

The brand is preparing for a meaningful launch

July 27 2020

Selena Gomez is not the first celebrity to launch a beauty brand, and she certainly won’t be the last. But ever since the concept of Rare Beauty was announced, its approach has felt very different. 

Declaring its mission to ‘shape conversations around beauty, self-acceptance, and mental health, the 1.3 million follower-strong Instagram page has been posting wellness tips and sharing its platform with mental health advocates, all before a single product has dropped.

And now as the official launch date looms closer (it’s been promised to hit Sephora in late 2020), Gomez is further cementing the brand’s intention of improving mental health by launching the Rare Impact Fund.

The fund aims to raise an ambitious $100 million in the next 10 years, to help address the gaps in mental health services for underserved communities. 

“From the first Rare Beauty product sold onward, one per cent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund,” a statement on the brand’s website reads. 

“Rare Beauty has also created the Rare Beauty Mental Health Council, composed of expert advisors from leading universities, organisations, and companies focused on mental health. The Council will guide the company’s strategy to ensure maximum impact.”

Gomez herself has previously described the brand as more of a community – “a safe place where people can chat, have fun, and support each other,” she told Allure

And it seems she’s kicking off with an initiative that shows Rare Beauty is going to be much more than makeup.

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