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.
One woman's story of a mother who worked full-time and how it affected her
According to the U.S. Department of Labor, slightly less than half of all married households have two working parents. I am in that 47 percent of kids who grew up with a mother and father who worked full-time; they worked throughout my childhood and well into my adult years. (Despite their current empty-nester status, my parents still work full-time, with dreams of retirement somewhere over the 401(k) Rainbow.) Many of my friends, on the other hand, grew up with stay-at-home moms, self-proclaimed homemakers or housewives, who between their child's violin practice, doing carpool and running the booster club, spent plenty of quality time with their children.
Millennial women have a unique to-work-or-not-to-work dilemma
Here's my theory: Millennial women have a unique to-work-or-not-to-work dilemma. Half of us were raised by women who did not work, yet as young women, we are tasked with closing that pesky gender gap by working and climbing the corporate ladder.
The point of this piece is not that all women should want to be working moms, or that being a stay-at-home mom is bad. While I am not a mother, I have spent enough time babysitting whiny kids and barfing babies to believe it when people say being a mom is a full-time job. My point in discussing the benefits of being raised by a working mom, and the conclusions I drew from the experience, is solely this: Employed moms should be relieved of working-mom guilt, and future stay-at-home moms should not face ridicule for not "leaning in" far enough.
The most important thing I learned about having a mom who worked full-time is that moms are individuals. Despite the simplicity of that statement, it was an ah-ha moment for me to learn.
My mom, Alexandra "Alie" Pruner, considers herself first and foremost a mother, which makes sense given that she carried me inside her for nine months and has spent enough money on my education to fund a small country. Growing up with a working mom made me realize, though, that in addition to being a parent, my mom is also a spouse, a co-worker, a Democrat, a mentor, a daughter, a feminist, a shameless lover of Dwayne "The Rock" Johnson movies and many other things. My mom spent an entire lifetime in many of those roles long before my brother and I came along; she chose to live those roles because it made her happy.
By working full-time, my mom was a better mother to me. She was happier as an individual, thus making her a more compassionate, aware and present
Not everybody is meant to be a working mom, but for my mother, work is a necessity. She was forced to be independent at a very young age, and making strides in the corporate world makes her happy. She works on the weekends, has a fifth appendage — also known as her BlackBerry — and has probably led a board meeting via conference call during most of our family vacations. She is a pioneer for women in her industry, and much like myself, although on a much grander scale, she seeks to relieve working moms of the guilt they experience for leaving their kids at home.
By working full-time, my mom was a better mother to me. She was happier as an individual, thus making her a more compassionate, aware and present mother when she got home from work. She may not have been the person who picked me up from school or cooked us dinner every night — thank goodness for that, by the way, because she is a horrible cook — but she was a better mom for making herself a happy individual even when it made her feel guilty. I love her even more for having the courage to work full-time during an era, when women were encouraged to be wives or mothers first — and people second.
I hope our generation affords women the right to choose what type of lifestyle is best for them as individuals, and frees them from any guilt or ridicule for making their choice. Closing the gender gap and modern feminism comes down to the perception and treatment of women and their decisions. It is about relieving working moms, like mine, from feeling shame, and preventing future moms from feeling that being a stay-at-home mom is not enough.
I am not upset that my mom missed a few soccer games. I am proud she knew that to be the best mother possible, she had to be the best version of herself as an individual first. I hope she feels she can wear the titles CFO and mom with equal pride, because the way she has inspired me, she definitely should.