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.
There are plenty of ways to donate without sending finances.
Giving Tuesday is already a well-loved tradition for many, and this week (May 5th) is a global day of giving tailored to the scariness of the current moment.
Of course, just staying home is probably the most important thing any of us can do right now at this time, but many people are responding to an urgent call to do something more, to connect and to give. Millions of people have already given a great deal of their time and energy during COVID-19, many donating their stimulus checks, participating in mutual aid networks, fighting on the frontlines and more. This day is just another excuse to do so in whatever capacity you can.
"Giving Tuesday is always, since the beginning of it, really about human connection and strengthening communities, and that is exactly what's needed now, when there's fear and uncertainty and polarizing forces, and those things are threatening social as well as economic collapse, in addition to all the health uncertainty and fear," says Asha Curran, CEO of the Giving Tuesday movement. "It's not a fundraiser," she says. "It's a global generosity movement."
With millions of Americans out of work or dealing with financial insecurity, giving financially may not be possible. According to one survey, 42% of Americans questioned said they were having trouble paying for basic expenses like mortgage, rent, or groceries.
There are plenty of ways to donate without sending finances. The Giving Tuesday website and sites like Daily Generosity Alerts will alert you to small ways to give back. You can also text #GivingTuesday to 33777, or look into joining your local mutual aid network or using your own strengths to contribute to a social movement.
Deciding what to donate and how to give is a personal and political choice, and you don't have to donate exclusively to COVID-19-related funds. It's important to look to the people that aren't receiving what little support the government is providing. (New Sanctuary Coalition, the Partnership for Native Americans, and the Bail Project are all good options in that respect; the ACLU is also always fighting for justice). Food banks that support the most vulnerable are also valuable places to give.
It's also important to consider issues that existed before COVID-19 but that have only been exacerbated by the crisis. "The focus should be on helping the world's poorest people, not just people in the US; if you want to give in the US, you should give to effective, direct charities; if you want to maximize your impact, donating to prevent the next pandemic might be your best bet; and don't forget that the problems that plagued us before coronavirus still plague us now, and that other, non-Covid-19 charities need support, too," argues Dylan Matthews for Vox.
Plus, of course, charities often fail to endure or enact substantial change, particularly when they don't work directly with the communities they're trying to give to. Therefore, long-term community engagement is particularly important nowadays. Also, actions like voting and engaging in larger-scale campaigns to shift larger superstructures of oppression can also be very powerful. Whatever you do, make sure you're taking care of yourself too, because change starts within.
Visionaries Project: Rev. Chelsea MacMillan on Coronavirus, Sacred Activism, Climate, and the Apocalypse
Interspiritual minister Chelsea MacMillan talks faith and healing in a time of tremendous change.
The Visionaries Project is a subsection of The Liberty Project dedicated to highlighting the lives, passions, and work of radical activists currently working towards social justice and liberation from oppression. We aim to uplift the perspectives of diverse voices working in media and activism today—and not just the faces who make headlines, but the real people on the ground every day, working towards their visions of a better world.
Rev. Chelsea MacMillan is the founder of the Brooklyn Center for Sacred Activism, the co-host of the podcast The Rising: Spirituality for Revolution, and a dedicated activist, community organizer, and "warrior for peace and change." She recently taught a course called "Reclaiming the Apocalypse," and her wisdom is invaluable in these times of crisis, and always. We spoke about the overlaps between religion and spirituality, collective healing, mutual aid during coronavirus, climate change, and more.
LIBERTY PROJECT: Did you grow up spiritual, or involved in activism?
CHELSEA MACMILLAN: I grew up in a really evangelical, conservative Christian family, but I rejected it pretty early on. My parents divorced when I was like ten or eleven, and that was around the time where I realized that being a Christian doesn't mean you're a perfect person. I was just woken up to a lot of hypocrisy. I started rejecting the exclusionary attitude of the churches that we went to, and I called myself an agnostic for a while. I started to question my epistemology without realizing it, wondering why I thought the way I did.
Then I started traveling the world in a performing group, and I had a lot of really intense, magical experiences that I think were mystical experiences. I remember feeling really connected to all people and all creatures everywhere, and I felt this sense of oneness. I definitely felt spiritual, though I didn't want to put it into any form.
Then I worked on staff at a place called the Omega Institute, which is a big retreat center in the Hudson Valley. I tried out different forms of Buddhist meditation and Earth-based practices and things that were vaguely pagan or shamanic, as well as more New Agey things. But I was always really impatient with the way that spiritual communities were in terms of what was happening in the world. I couldn't really accept the idea that we were all one and that we could "be the change we wish to see" while sitting on our yoga mats. The world doesn't reflect that. Yes, it's a spiritual truth, and I've experienced that feeling of oneness and connection, but I think it doesn't do any good to just sit here and believe that. We have to realize and actualize this belief.
During one of my summers at Omega, I learned about this interfaith seminary called One Spirit. I went there and was ordained as an interspiritual minister, and it was there that I learned about sacred activism. I actually took a class with Andrew Harvey, who basically coined the term "sacred activism." He was one of the only people really talking about how activists and spiritual folks needed to come together, because there's a shadow side to both of those groups.
And I realized...this is why I came here. This is what I've been looking for my whole life. Sacred activism is the idea that activism in itself is a sacred path, because all the great spiritual teachings tell us to live our lives with compassion.
I had also been going to a lot of activist meetings and circles and thinking that the people there really needed spirituality. Everybody was so caught up in blaming and shaming. No matter what your ideology is, rigid and dogmatic ideologies are harmful. That's what I had grown up with—but now I was with the liberals, and it was the same sh*t. It wasn't loving and wasn't accepting.
Along your journey to finding the place where activism meets spirituality, are there any experiences that stand out to you as particularly formative or that you feel set you on this path?
I did have a moment recently that confirmed for me why I'm on this path. This past October, Extinction Rebellion had a global week of rebellion. We started with actions at Wall Street and threw fake blood on the bull, and we did this dramatic die-in in front of the stock exchange.
We were also doing RebelFest in Washington Square Park, which felt like an example of realizing that you don't have to perform a direct action to be disruptive. Building community is disruptive, and feeding each other for free is disruptive, and doing art together is disruptive.
That week, I also took part in the Times Square takeover with XR. We shut down an intersection with this big bright green boat, and there were 13 of us who were glued and chained to it. My comrades and I were put in the tombs, which is where they take everyone who's been arrested, and there was a woman detoxing from heroin on the floor and a pregnant woman who totally should not have been in jail. It was a really intense experience, and I remember thinking—could I go to jail for longer? Would I be willing to go to prison for this cause?
I was going through these ups and downs of feeling like I was losing my mind, and there was a moment where we all just were laughing at ridiculous things because...you lose all your power in there. You don't know [when] you're going to be let out; you're hungry and tired and dehydrated and dirty. And I was like… Could I do this more? Could I be here for months? Do I have it in me? I remember thinking, what am I called to do? How am I called to serve?
I thought of all the people who have inspired me like Dorothy Day and MLK and people who really followed that calling to make the world a better place. It's a spiritual calling.
I realized I do feel like I'm willing to sacrifice my life for building a more just and loving world. I was surprised to feel that in a moment of despair, but that's where I felt closest to God, spirit, or the great unknown. I felt like I was being called, and it felt very powerful.
What does your vision of a better world look like?
What excites me is thinking about the mystery, rather than coming up with the best plan for a bright new world. This requires us to be in the present and in the future and to bring the future into the present. When I think about a vision for the world, I ask questions like: How do I want it to feel? What does it look like, sound like, feel like?
I think what the future looks like is here now. I see it all the time. I see it with the current crisis, in the ways in which people have been jumping into action around creating and activating networks of mutual aid—and taking time to play with their kids, and rest and take walks in the park. I see it in places where we're really connecting with each other.
I think of a new world, or the future, as one in which we're taking care of each other, in which we're really connected. Can you imagine, if we really took care of each other? We wouldn't need housing justice. We'd already be doing it. We wouldn't let anybody not be cared for. We wouldn't have people going hungry, because we'd already be feeding each other.
It sounds a little overly simplistic to say all of that, but I think bringing things into the present and asking—what do we have that we want to grow?—actually helps us be more grateful for what we do have.
Humans have a limited capacity for understanding. We understand a lot and we're constantly innovating, and that's sort of what it means to be human—finding meaning—but we can't see the future, and we make mistakes. As soon as we have a plan for the future, it limits creativity and the emergence of something that can grow from the ways we're already connecting with each other and being with each other.
So many religions seem to boil down to this idea of compassion, and I'm definitely seeing that in responses like mutual aid. So in light of all your work, how have you been processing the current crisis? Are you seeing potential in it? I know you taught a workshop on the apocalypse—not that this is an apocalypse, but...
But we are! It's like a perfect example of the apocalypse. Apocalypse means "to lift the veil," and having this crisis is showing us how f*cked-up our medical system is and how f*cked up our whole economy is to rely on humans as capital. It's showing us how our leadership is broken, how so many people were living alone before this.
As a climate activist, we've wondered for a long time what can really change the momentum. It's so hard to make any change when there's such collective dedication towards keeping a system going, a system that is based on extraction and exploitation and corruption and domination and all of those things that are literally killing us and the planet. In XR we talk about stopping business as usual—well, here we are, and business is literally stopped.
It's my hope that it doesn't go back to normal. I don't want to go back to a world in which we're all hustling to make ends meet and we're working so hard and so long that we don't have time to connect to each other.
I do think it's showing us what's possible. All of the politicians and businesspeople have told us for a long time that it's not possible to stop the system and change it all in order to stave off the climate crisis—but we're doing it.
If the New York Times was reporting on the climate crisis as much as it's reporting on the coronavirus crisis… that could change things. If everyone was told that we have to stop using our cars and we have to stop doing this thing and taking flights and traveling for our safety and so we don't die…maybe we wouldn't have as big of a problem. The response we've been taking with coronavirus actually needs to happen with this climate crisis.
It all does seem like a wakeup call. Before this, it seemed like most of the people I know—even if they weren't plugged into the climate crisis—had the feeling that something unsustainable was going on, that something precarious was happening. And this does seem like a large planetary exhale to me.
We need to bow down and honor what's happening to us, to step back and see how enormous this shift is. It kind of takes my breath away. It's honestly the same feeling that I felt when I was sitting in jail.
It's interesting that you compare the feeling you're having in this crisis to the feeling of being in jail. Those both seem like moments of great change and shift. I keep seeing Octavia Butler's "God is change" quote everywhere and it feels like these moments could be related to that.
I love that quote. It's probably my favorite way to describe God.
I'm seeing all this in two ways: There's tragedy, but there's also growth that could be happening. It feels like if anything it's waking us up to the importance of community and the current lack of community. Even a lot of activism work doesn't seem to hone in on community or connection or rest and then there's so much burnout, and it feels like all this is kind of calling for a practice of rest and community-building.
I think it's so easy for humans to jump in and ignore all of our feelings and ignore connecting to each other, focusing on how we might fix this painful feeling, instead asking—what is this moment telling us? There's something beyond my comprehension happening right now.
It's easy for me to say that in times of crisis, people jump into action to help each other, because that's what I see in communities. But it's also true that there are people who get scared and hoard and only take care of their own.
I think every human has both responses possible in them, and this reminds me of a story that I read as part of my apocalypse research called Why the World Doesn't End by Michael Meade. He says there are three kinds of people in the world: There are the people who just only care for themselves and maybe their families, who in times of crisis will turn on their neighbor, and who are just trying to survive. Then there's a second group of people that really care about others and contribute to community and are attuned to other people's needs; but those people, under great stress, will also turn on their neighbor and contract and hoard and try to protect and defend themselves and their families.
But then there's a third kind of person that in the midst of crisis will rise up and reach out when the impulse is to actually turn back in. I think that's what being a sacred activist is: someone who can be with the unknown and who can be with the vulnerability of reaching out in times of danger.
I think in order to be able to reach out, you have to rely on something other than yourself. You have to be able to rely on something, even if that's your community or if that's God or spirit or even the earth. You have to feel supported enough to reach out to others in a time of crisis.
I think that's been sticking with me. Who's going to be that third group of people?
Alright, I'm done on my soapbox. That's my sermon for today.
What do you suggest people dive into, if you're looking for a way to get involved at this time? I know you mentioned mutual aid.
XR has been plugging into neighborhood groups and existing networks of mutual aid. That could be taking care of your neighbors and seeing what they need or delivering meals to aging populations. Also there's something called The Leveler, a wealth redistribution tool that allows people to donate a certain amount of money to people who just lost their jobs.
But also...check in with people. Be with the feelings. XR has ramped up offerings for people to connect with each other and share their feelings and meditate. It's called "Extinction Resilience," and it'll pretty much be happening twice a week right now, and that's a great place to cultivate inner resilience.