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.
And how do we apply the principle of "the temporary" not only to science but to our daily lives?
On a daily basis, we hear that we should "follow the science" with regard to COVID-19. What does that mean in the context of COVID, exactly? Moreover, based on humanity's lived experience of "following the science" what does that mean in general?
By definition, "science" consists of establishing and testing falsifiable hypotheses. Once tested, a hypothesis becomes established as fact until some new element of the testing environment finds it wanting in some respect.
As a result, scientists - or, more likely, a lonely iconoclastic scientist - test a new hypothesis that refines, or even explodes, the previous hypothesis resulting in a new hypothesis. That new hypothesis becomes the latest established fact and subsequent generations marvel at their benighted ancestors who accepted the previous hypothesis.
In other words, "following the science" means accepting the temporary positions of constantly evolving human knowledge. Such knowledge has been historically disproven when more refined measurement, better information, or a genius insight comes along. Given the shortening interval required to double the total sum of human knowledge, these positions become ever more temporary.
In terms of the development of geocentric astronomy, consider the millennium that passed from the ancients to Ptolemy. A mere 500 years passed before Copernicus revolutionized the field with heliocentrism. Only 200 years elapsed before Newton elucidated the laws of motion and gravitation.
True, it was the same 200-year interval that lapsed before Einstein's quantum leap to his theory of relativity. But less than 30 years later Fr. Lemaitre posited the Big Bang theory. Since then our knowledge of physics has evolved at such a dizzying pace that every few years there are groundbreaking discoveries that change our conception (or at least scientists' conceptions) of the universe.
Here's the point: when we "follow the science" we are correct for increasingly short intervals of time. This is because we are continually learning that fundamental elements of our understanding are wrong, or woefully incomplete.
Systems we use to describe the world have gaping holes that render a system such as geo-centrism obsolete with the introduction of heliocentrism. It was inevitable that heliocentrism would be usurped by the concept of an infinite ever-expanding universe - revealing our previous understanding to be at a preschool level compared to a doctoral program.
Following the science has long been the refuge of totalitarians. How did White Supremacists in the antebellum South justify their critical race theory? With science - carefully reasoned studies and tracts that they claimed to demonstrate the genetic inferiority of Blacks.
How did the Nazi party justify its version of critical race theory? With science - carefully controlled experiments on supposed genetic deficient populations carried out by the likes of Mengele.
How did the 20th-century Marxists justify wiping out millions in the Ukraine, the Cultural Revolution, or the Killing Fields - just to name a few? With science - as they touted the revealed truth of Social Science that requires the inevitability of class struggle.
Even the Catholic Church - a supposed "enemy of science" - actually suppressed Galileo in the name of science. The real charge against him was not disagreement with his theories, but that he presented the theories as fact in the face of established science at the time.
Pick your bugaboo authoritarian regime at random and you'll find that each and every one bases its authority on "science".
So, let's bring this back to COVID.
The very same authorities have told us to "follow the science" all along. Not surprisingly, that science is constantly changing. COVID seemed nothing more than a nuisance until it turned into an existential threat to humanity that required shutting down our economy.
That shutdown was supposed to be two weeks so that we could flatten the curve. But then it turned into the oxymoron of eradicating an unstoppable, communicable virus.
Wearing masks was unnecessary until it turned out to be necessary. The virus wasn't transmitted person-to-person until we realized it was transmitted person-to-person.
The Swedish approach to minimizing economic lockdown was a grossly negligent mistake that put lives at risk. But then we realized that lockdowns themselves caused more human harm and suffering than the actual virus. This goes on and on, with breathless anxiety-inducing instructions as to what we should do as responsible citizens.
If we give this a charitable reading, we can assume people are acting in good faith who realize that their "science" changes rapidly as human knowledge of COVID expands. If true, then we should take their revealed science with a healthy dose of salt and wait for it to change in short order.
If we give it a less than charitable reading, then we can assume that this is an agenda propagated by authoritarians seeking power. In an election year during which so much power is at stake, this notion isn't at all far-fetched.
As for me, I go back to simple scientific discussions about diet. During my lifetime I've seen amusing swings in scientific opinion in this regard.
Are eggs good or bad for you? Sometimes eggs have been viewed as a death sentence by cholesterol consumption - guaranteed to give you a heart attack. At other times, eggs have been touted as an essential part of your diet that promotes brain health.
Is red meat good or bad for you? Sometimes red meat lurks as a killer. At other times red meat leads the way to weight loss and energy.
As it happens, I like both eggs and red meat. Indeed, I find myself to be more energetic, happier, and more productive when I include both in my diet. Others may disagree based on a different lived experience. Fine by me, but I suspect a scientist won't convince either one of us one way or the other. After all, we have our actual experience.
So, when people tell you to "follow the science" my recommendation would be to study this rapidly changing and evolving body of knowledge and get to understand what science actually means.
Further, I'd suggest that you question the agenda of anyone who presents "science" as a settled matter that only supports their own conclusions.
Finally, I'd suggest that the practicality of your own lived experience counts for much more than esoteric theory. After all, whether explained by Ptolemy, Copernicus, Newton, or Einstein, we find our feet firmly on the ground.
Margaret Caliente is a professional athlete turned internet entrepreneur and Manhattan-based journalist.