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.
Tech is changing the way we use maps and get to our destination. Are we better off?
The first time I was part of a cross-country drive was in a '78 Oldsmobile station wagon, often from the rear-seat vantage point looking backward out on the open road. It was 1980, the family trekking from our Billings, Montana home to sunny Southern California. I still remember so many anachronistic details: Billy Joel's The Stranger on 8-track, ashtrays in the armrests, and a glove box stuffed with fold-out gas station maps. The very maps that, once unsheathed, would never return to their original rectangular origin, and were known to drive anally-retentive drivers to the brink of madness.
Throughout my younger days, I criss-crossed the United States multiple times. I eschewed the fold-outs for the handy-dandy Rand McNally Road Atlas, the first of which, known as the "Auto Chum," was published in 1924, when a Model T could be had for $290. As cars became commonplace, the road trips soon followed. Getting the motor running and heading out on the highway became a staple in pop culture be it Nat King Cole, Jack Kerouac, or Clark W. Griswold. Going out looking for adventure is an American rite of passage, and it used to mean always having a map at the ready.
In 21st-century America, road atlases have been replaced by the smartphone. It's useful, but it isn't a map. Typing in an unknown address for Siri's soothing guidance on a quick A-to-B trip can be a godsend, but unfurl a bigger picture view, and it's plain as an Interstate how much is lost without the cartographic complexity of a map. There's the obvious reason maps are superior, nobody ever says, "My atlas is about to die." Maps don't require batteries, plugs, roaming charges, Wi-Fi, or any level of "g" connectivity, and they aren't ruined if dropped on the blacktop, or in a toilet.
There are also deeper reasons, both intellectual and spiritual, for putting the technology where the fold-outs used to be. For one, maps are literally making us smarter humans. "Spatial Orientation" is the brain's ability to help its owner "move around in an environment using an innate sense of direction." It's an essential skill for navigating through unfamiliar territories - as well as the literal dark - so we, as a species, can keep moving forward. Learning to read and understand maps is a primary way to build spatial orientation. Neural pathways are formed as more mental maps are created, so the brain is actually getting bigger. Map reading is a hugely important but underutilized skill for kids as well. A 2013 National Geographicreport concluded, "A student who has acquired robust spatial thinking skills is at an advantage in our increasingly global and technical society."
Kids recognize something else grown-up drivers tend to forget: maps are fun. An atlas contains endless possibilities, whereas a GPS is strictly a means to an endpoint. Maps open up the world and give the sense of vastness, screens shrink it down to a route that only matters to the driver. As Guardian writer Thomas McMullan notes in this astute essay on maps giving way to GPS, is that now, "we are by default the center of the world." It's yet another example of the collective being lost to the individual. Scale is reduced to only the path of the blinking blue dot, which means people will only get where they need to go. Wanderlust, the strong desire to travel, will still exist, but to wander lost may not.
One of the innate joys of maps are opening them up and eyeballing alternate routes. Not for efficiency, for beauty. The roads less traveled offer the wonderment of having no particular place to go, and maps will help get you there. The chance to tool around aimlessly, free of the omnipresent technology shackles, among this country's pastures, forests, deserts, mountains, plains, shores, and cities is one of life's greatest pleasures.
Today I live in Brooklyn, haven't owned a car in nearly two decades. When I feel a bit of wanderlust, even if it's only in a daydream, I pull out my tattered dog-eared cover-falling-off Rand McNally Road Atlas. GPS is the destination; Maps are the journey.