When Selena Gomez launched Rare Beauty back in 2020, the message was simple: break down previous notions that everyone must be perfect, and shine a light on mental health issues.
While this may have broken every budding makeup brand’s dream, brands like Fenty Beauty shared similar, groundbreaking mission statements: bolster inclusivity in the makeup industry and force all brands to do the same in the process.
Inspired by her 2020 album, Rare, Rare Beauty began with the basics: 48 foundation shades, lip balms and matte lip creams, eyebrow definers, and the icon, liquid blush. Four years later, it’s hard to imagine a more viral, innovative celebrity makeup brand that remains in stride with Fenty.
Quickly, the Rare Beauty Soft Pinch Liquid Blush became TikTok’s go-to staple product. And no one can deny there is no blush on the market that is as pigmented, easily blendable, and long-lasting as this one. Selena Gomez has proven herself a bonafide content creator with her charismatic social media posts for fun Rare Beauty launches like an under-eye brightener, an SPF-laden tinted moisturizer, and lip combos.
Not only is Rare Beauty inclusive in shade range, but the spherical shape of the top of their products is disability-friendly.
As of 2024, Rare Beauty is a $2 billion company. But what sets this company apart is their attention to detail and true dedication to bettering the world. The same year that Rare Beauty was founded, the Rare Impact Fund was also created.
What Is The Rare Impact Fund?
In a statement by Gomez on the Rare Impact Fund’s website, she states,
“The Rare Impact Fund is committed to expanding access to mental health services and education for young people everywhere. We work with a strong network of supporters and experts to bring mental health resources into educational settings to reach young people.
Because no one– regardless of age, race, gender, sexual orientation, or background - should struggle alone.”
Upon their start, the Rare Impact Fund committed to raising $100 million by 2030. Along with corporate sponsorships and donations from individuals, 1% of proceeds from all Rare Beauty sales go towards the charity as well. By 2021, they had donated over $1.2 million in grants to eight mental health institutions including Yale Center for Emotional Intelligence.
In 2021, the Rare Impact Fund launched a GoFundMe for their new Mental Health 101 initiative. According to the GoFundMe,
“Mental Health 101 advocates for more mental health in education, empowers our community, and encourages financial support for more mental health services in educational settings through the Rare Impact Fund,”
Promising to match up to $200,000 in donations, to date the GoFundMe has raised over $500,000 and has donations from less than six months ago.
How The Rare Impact Fund Works
By leveraging both Selena Gomez’s millions of social media followers and the four million people who follow Rare Beauty on Instagram, the Rare Impact Fund quickly trickles into visibility. Suddenly, fans of the brand and Gomez alike can help make a difference by donating even a few dollars in honor of their favorite actress-singer extraordinaire.
As of 2023, the Rare Impact Fund helped grantees like UCLA Friends of Semel Institute, Batyr, La Familia, Mindful Life Project, Black Teacher Project, and Trans Lifeline. According to the website, they have raised $6 million in contributions and distributed $3 million in grant support so far.
Rare Beauty and the Rare Impact Fund alone are blazing a trail for all brands: you can make a change while still distributing high-quality products — and it pays off.
A Look at the Looming Water Crisis
According to experts, Cape Town may only be the beginning.
In preparations for what officials have called Day Zero, the city of Cape Town has issued restrictions on its citizens water use; Day Zero representing the day when the city is completely out of clean water. While Day Zero was originally pegged for April of this year, it has since been pushed back to 2019, leaving many wondering whether or not it was just a ploy by the Cape Town government to curb its citizens' water use. Either way, one thing is certain, Cape Town is facing a severe water shortage, and is one of the world's first major cities to fear losing its access to water outright. If Day Zero does occur, the South African government will be forced to turn off every tap in the city and distribute water at various checkpoints.
While there are certain companies and government agencies trying to figure out a solution– ranging from desalination to harvesting icebergs in Antarctica–the idea that a city with a population of almost four million could run out of water is terrifying. To compound things further, NASA recently conducted scans of the Earth and determined that there are dozens of areas at risk of becoming the next Cape Town.
Cape Town's water shortage is nothing short of catastrophe in the making, but some of the places that NASA is pointing out have much higher population densities. The study, which uses gravitational satellite data, pinpointed northern India, northeastern China, and most of the Middle East as having the potential for a water crisis in the near future. Gravitational satellites are different in that they don't take pictures, but rather measure the gravitational pull of the Earth, which can be affected by the presence of water. Using these satellites, NASA calculated the rate of water depletion from 2002-2016 and based their predictions off that data. Currently, more than 1.2 billion people lack access to clean water, but with these findings, it's possible that 500 million more may be at risk. Many experts are calling for cities around the world to start preparing for the eventuality of severe water shortages.
The Gamka Dam in Beufort WestThe Sunday Times
Outside of California and the southwestern United States, Americans have it pretty easy regarding water shortages. The global water crisis will hit us in a far different way than it will hit the third world. Of course, the economic implications will be far reaching, and anywhere facing economic tensions will naturally see an increase in violence, but the real issue facing the Western world won't be war. It'll be the mass migration necessitated by the violence and financial strife the water shortage will cause. People will be fleeing their homes and lining up along borders all over the world. Countries like Greece, Turkey, and Azerbaijan will have to deal with fleeing refugees at an unprecedented level, and barring a major shift in the way Europeans view immigration, these massive migrations could put an extreme amount of stress on governments to heavily secure their borders.
If the xenophobic rhetoric currently coming from both American and European leadership has a chance to manifest itself into policy, future migrants could face some of the worst human rights violations in modern history. When sterile terms like "instability" and "civil unrest" start appearing in the news, it's important to understand what they actually mean. The standoff between the Israeli military and the Palestinians in Gaza, while completely unrelated to the water shortage, paints a pretty good picture of what border clashes could look like in the near future.
Israelis open fire on Palestinians at the Gaza border
The question is quickly devolving from what we can do to prevent the water crisis to how we're going to survive it. We can't afford to ignore water scarcity in the same way in which we largely ignored climate change (which in turn exacerbated this crisis). Desalination is extremely expensive and while it has the potential to provide us with more drinkable water, it may not be the most reliable method. One interesting fact about the way we use our water is that 70% of the freshwater we use isn't for drinking, but rather for agriculture. Some scholars posit that by optimizing the way we irrigate our farms, more water could be conserved. Others point to population control as the solution, citing that worldwide demand for water will soon outstrip the supply.
A desalination plant in Perth, Australia
Both options seem untenable. The most realistic solution is to find a way to perform desalination in a less energy-intensive way. Perhaps Saudi Arabia's solar-powered plants will provide a the world with a sustainable model for creating clean water. Whatever the fix, we're at the point now where a single country's contributions are unlikely to shift the balance. It'll take a concerted worldwide effort to effectively combat the coming water crisis. Assuming this happens, and countries all over the world start implementing new and innovative desalination processes, the question will then become whether or not it's too little too late.