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.
How to Change Peoples' Minds (Hint: it’s not with the truth)
Tali Sharot's new novel explores the science behind changing people's minds.
With her new book, The Influential Mind, cognitive neuroscientist Tali Sharot has set out to map the psychological mechanisms that control how people react to information. The thesis of the book is simple: once beliefs are formed, people become very stubborn and it can be difficult to change their minds. That said, according to Sharot, by using specific techniques that better align with our natural tendencies, we can change people's minds much more easily. At first glance, this idea feels like a pop psychology platitude, something from Malcolm Gladwell or Dale Carnegie. Still, unlike many of her contemporaries, Sharot conducted many of the experiments discussed in the book herself, with many of her studies based on Peter Wason's theories on confirmation bias.
Confirmation bias is the idea that people are more likely to look for and readily believe information that confirms their worldview. In a talk conducted with Google, Sharot showed the power of confirmation bias by playing a game with the audience. She wrote down the numbers two, four, and six. She then asked two questions. The first, was to come up with a set of three numbers. She would then tell the person whether or not those numbers fit the rule. After this, the person was asked what the rule is. The majority of people guessed trios like eight, ten, and twelve, and when asked what the rule was, said something about even numbers. In reality, any series of escalating numbers would have fit Sharot's rule. This exercise illustrated our tendency to formulate strong beliefs based off of limited data, and the immediacy with which we look for confirming evidence. The purpose in this exercise was to demonstrate how easily we pick evidence that comports with our beliefs, and how rarely we challenge those beliefs once we have them. Nowadays, with information so readily available, it's easy to go online and find evidence to backup any belief under the sun. With this in mind, it's easy to see how America became so socially and politically polarized.
Tali Sharot discussing her theories
Sharot goes on to explain even further, and discusses a few experiments she conducted regarding the way we reckon with data. According to her, beliefs can directly interfere with our ability to understand information. This phenomenon isn't exclusive to people with cognitive impairments either. It would seem, according to Sharot, that most people aren't hardwired for doubt. This behavior also extends to the world of debate. By using MRI machines, Sharot was able to measure the brainwaves of people in conversation, and was able to show that when two people agree, confidence in an opinion rises. On the flipside, brainwaves more or less shut down when people disagree. While this isn't surprising to anyone who spends Thanksgiving with their family, it's always worth noting when idiomatic beliefs, through careful study and observation, bleed into the world of cognitive psychology.
Tali Sharot with her Time cover
The real question is, now that we have scientific proof that these phenomenons govern our behavior, how do we use this information to our advantage? According to Sharot, we react to positive information similarly to the way in which we react to tangible rewards. When it comes to bad news however, our brain tends to prefer ignorance and "frantically distorts" information that a person doesn't agree with. The way to successfully discuss our differences is by framing them in ways the brain will naturally understand. For example, people learn more from good news than they do from bad. People also tend to believe positive statistics more than negative ones. By approaching a conversation from the positive, a person is more likely to be successful in convincing others of their point of view.It'd be easy for an uninformed or casual reader to walk away thinking that The Influential Mind is about the power of positivity, and that Sharot's experiments are anecdotes designed to support this idea. This is the problem with pop psychology writ large. It forces brilliant scientists to condense their research. While the book is good for readers looking for a working knowledge of Sharot's theories, it necessarily eschews certain details in favor of readability. It's a good primer, but after finishing the book, more curious readers will probably want to dig into Sharot's academic papers in order to gain a stronger understanding of her work.