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.
Dogs and coffee are two of my all-time favorite things.
So to discover a kind of coffee that actually supports dogs is nothing short of a miracle. Hugo Coffee, a coffee brand founded by "reformed lawyer" Claudia McMullin, does just that. It donates 10% of all proceeds to mission-based organizations that support the health and welfare of dogs.
For example, they donate to Paws for Life, which is an organization that works to end euthanasia by finding homes for shelter pets. "We are so grateful to Claudia McMullin and Hugo Coffee Roasters, not only for their AMAZING coffee but for their compassion, advocacy, and support to Paws for Life Utah and the homeless pets in our community," said the organization.
"Each week, they sponsor 'An Adoptable Moment' on KPCW radio where our adoptable cats and dogs are featured. Many times these pets are adopted days after being featured on the program, to which we are truly grateful!"
They also send donations to Nuzzles & Co, which has a mission to protect animals by educating people on humane treatment of animals and on finding loving homes for each of them. Nuzzles & Co has always been tied up in the Hugo Coffee mission. Before she bought a coffee shop and started a coffee company, McMullin was the executive of Nuzzles & Co, which primarily takes care of the pets of abuse survivors. While there, McMullin launched the Purple Paw Program for domestic violence survivors and their pets.
Sometimes, people in abusive relationships are afraid to leave their partners for fear that they won't be able to take their pets, or because they are afraid their partners might retaliate against their pet. The Purple Paw Program offers free care for pets of abuse survivors, offering rehabilitation in case the pet has been abused as well, which is unfortunately often the case.
Pet abuse and domestic violence are intrinsically connected and often occur concurrently with child abuse in family situations. According to Sheriff.org, 71% of people entering domestic violence shelters report that the batterer had threatened, injured, or killed family pets. In addition, according to AWIonline.org, between 18 and 48% of battered women avoid leaving a dangerous situation out of fear for their pets' safety.
In addition to their services for domestic abuse survivors, Nuzzles & Co runs a huge variety of programs dedicated to helping people and their pets. Another one of their programs is the Nuzzles & Co Rez Rescue, which works on the Ute Native American Reservation in Utah, helping to set up spay/neuter programs, vaccinations, and homeless pet rehabilitation.
McMullin took her experiences with Nuzzles & Co to blend her passion for helping pets with her coffee business, which she also runs through a humanitarian lens. Hugo Coffee is only brewed in partnership with small family farms or coffee co-ops. They heat their beans with a combination of natural gas and infrared heat, using less energy than most coffee roasters typically do.
Hugo Coffee street teems can often be seen at dog adoption fairs and adoption events, fueling the energy and keeping the adoptions happening all day long. As of today, Hugo Coffee has donated over $32,000 to animal welfare organizations and has facilitated the adoptions of 505 dogs.
Dogs, coffee, and a mission-based goal: What could be better? (Of course, be careful: Dogs shouldn't drink coffee, because the beans are poisonous to them).
The company hasn't stopped with dogs — they also produce Fluffy Cow Coffee, which focuses on the humane treatment of cows. It's likely this brand won't stop until every animal has a caffeinated beverage dedicated to their welfare.
Drink Coffee and Save Animals with Claudia McMullinwww.youtube.com