Some Celebrity Brands Make Me Cranky

Why do I still refuse to try Rare Beauty by Selena Gomez?

Hello, Gorgeous!

I love makeup, that’s kind of a given. I’ve also developed or consulted on the development of makeup and skincare for numerous brands. Fancy brands. Drugstore brands. Celebrity brands — even some for celebrities I really didn’t like (or learned to loathe).

I know the way the game is played —licensing a name and borrowing a famous face for photo shoots —plays a much bigger role than actual celebrity input the vast majority of the time.

I also know that some celeb collaborations are the real deal. And yet I’m still frequently skittish about trying these brands. And one of the brands I refuse to try is Rare Beauty by Selena Gomez. But, why?

I love Selena Gomez. I love makeup. What is it about this particular brand that feels like a bad fit to me?

Why do some brands not appeal to me at all?

On the surface, Rare Beauty seems like a great brand. The colors are fun, the reviews all seem positive and the price points are accessible and just prestige enough.

Based on their brand info, Rare Beauty's mission is "to help everyone celebrate their individuality by redefining what beautiful means" and to "promote self-acceptance and give people the tools they need to feel less alone in the world." That last part, though. It feels a bit too overarching. But I like this part, the brand positions itself as creating “makeup made to feel good in, without hiding what makes you unique" with "airy, breathable formulas that are easy to apply, blend and build."

And you really have to love this part, Rare Beauty claims to be vegan and cruelty-free and vegan, appealing to ethically-conscious consumers. And there are a whopping 48 foundation and concealer shades meaning nearly every skintone can find a match. And c’mon, only a grinch would dislike a brand with disability-friendly packaging with shapes making it easier to use and apply. As if that wasn’t impressive enough, Rare Beauty dedicates a portion of sales to the Rare Impact Fund, to provide funding for mental health initiatives, reflecting Selena Gomez's commitment to mental health awareness.

It’s the demographic, stupid

Social media, especially TikTok tell me that Rare Beauty is described as Gen Z's cosmetic line of choice. Retail Dive even places the brand ahead of Maybelline.

But here’s the thing, Rare Beauty wasn’t created for and isn’t marketed to me, and not you either. That usually doesn’t phase me at all. If I like the look of a product, I’ll try it out/test it out.

The brand explicitly states its vision to "create a safe, welcoming space in beauty—and beyond—that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective," that’s just not what I want in a makeup brand.

I want my beauty products to pamper me and elevate my mood and confidence - I just don’t want the ethos of the brand to feel like it’s delivering a sermon.

Then again, I’m part of Gen X and we never want our products to be preachy.

Interestingly enough, Gomez, born in 1992, is half a decade older than the first of Gen Z. She’s a beauty and attitude role model, but not cohort.

I feel like I’ve issued myself a challenge with this one. The brand annoys me for some reason, but some of the products are awfully tempting. Even though they’re not formulated for my age group, I’ll probably splurge on some and let you know what I think.

You can find Rare Beauty at Sephora, or rarebeauty.com. And I cannot tell a lie, I’m trying to figure out how a lip/blush gift set priced at $355 is supposed to be appealing to a demographic not known for their splurges.

I’m really curious, have you tried any Rare Beauty products? Do you love or hate the brand. And most importantly, does targeted marketing phase you at all, or do you just not notice? Let’s meet in the comment section to discuss!

Rachel, Your beauty concierge 💋