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.
An honest look at volunteerism.
This past year, 62.6 million Americans did some form of volunteer work.
The 7.8 billion hours they spent helping those in need, translates into around 184 billion dollars worth of labor, or $23.59 an hour. These numbers are only in reference to charitable work done within the U.S. and doesn't include the work of organizations like the Peace Corps and Red Cross abroad. All things considered, the nonprofit sector makes up a two trillion dollar chunk of our economy, employing one in ten Americans. When looking at these figures, it may feel a bit strange to question whether or not volunteerism actually works. With that much money involved, how could it not? Still, despite the steady rise in our capacity to help, the world keeps churning out wars, genocides, and natural disasters at a seemingly unmatchable rate. In many of these regions, no matter how many volunteers go, the problems are never solved, just mitigated, a constant ebb and flow between destitute and a more manageable form of poverty.
Why does it feel as though we have more volunteers than ever, but the world isn't getting any better?
It's worth mentioning that our material comforts–the ones that make it possible for us to consider building schools in Uganda or digging irrigation ditches in India–were funded, and therefore made possible, by the same capitalistic policies that turned many parts of the world into the kinds of places that we send volunteers. Our contributions to global warming and our stubborn refusal to do anything about it, have already begun to have noticeable effects on the planet. Hurricanes, like the ones that struck Puerto Rico, are getting stronger. And while global warming isn't solely our responsibility, greed, both foreign and domestic, is the culprit behind our collective inaction. On top of this, the U.S. sells weapons to so many different countries, that if you were to point to a war-torn region on a map, it's almost a statistical certainty that American guns helped make it that way. In the same vein, nonprofit work is a livelihood for 10% of the country, and by virtue of existing in the same system as ExxonMobil and Lockheed Martin, runs into its own sort of capitalistic paradox.
Peace Corps in South Africa
It's an incorrect assumption to think that just because charities don't sell anything, the nonprofit industry isn't manufacturing a product. It is.
Charities sell problems, along with the promise of solving them, to their donors. In turn, they use their donations to fund missions and pay employees. Even if an organization is run largely by volunteers, there are still huge costs associated with lodging and feeding those people. Unfortunately, there's a fundamental flaw in this business model. As a charitable organization fixes an issue, demand for their product goes down. For example, if a company sprouted up and its mission was to eliminate poverty in Philadelphia, after a certain point, helping people would become detrimental to the company's financial wellbeing.
The American Red Cross
While microeconomics play a central role in charity's relative ineffectiveness, they're only part of the story.
A lot of this can be more accurately attributed to the way in which we treat volunteerism in our society. For many, volunteering has become more about the perceived psychological benefits of helping others than the actual work involved. It's easy to brush this sort of selfish altruism off by saying the "ends justify the means," but there's something deeply false about it. Many also see volunteerism as a means of padding their resume or college application, instead of something done out of basic human decency. Maybe this point of view is puerile. Maybe people need to see concrete payback for their hard work, but it feels icky, especially considering the ways in which other countries consider charitable giving a civic duty.