The Best Celebrity Beauty Brand? Rare Beauty, Duh!

I’ve superstar magnificence model burnout. Ever since Kylie Jenner launched Kylie Cosmetics in 2015, it appears each different A-lister has slapped their identify on skincare, make-up, hair care, or perfume (or a mixture of all 4). It’s nearly not possible to maintain up with the speed at which Hollywood churns out these star-powered imprints.In case you want a refresher — first got here Kylie Cosmetics, then got here Ariana Grande perfume. Then got here Eva Mendes’ now-discontinued Circa Beauty, then Rihanna’s Fenty Beauty. From there: Kim Kardashian’s KKW Beauty (now SKKN by Kim), Paris Hilton’s ProDNA, Madonna’s MDNA, Lady Gaga’s Haus Laboratories, Millie Bobby Brown’s Florence by Mills, Victoria Beckham Beauty, Tracee Ellis Ross’ Pattern Beauty, Addison Rae’s Item Beauty, Pharrell Williams’ Humanrace, Alicia Keys’ Keys Soulcare, JLo Beauty, Halsey’s about-face… and plenty of extra.Some of those manufacturers are good. Some are dangerous. Some are apparent cash-grabs that bear zero marker of any significant involvement by its superstar founder. But whilst I balk on the notion of yet one more actor or singer launching a magnificence model, one superstar imprint has managed to seize my consideration — and maintain me hooked.Rare Beauty, launched by Selena Gomez in 2020, is the Platonic preferrred of a superstar magnificence model. Gomez is the face of the model, however she does not dominate its advertising and marketing. The merchandise are inexpensive, they usually work — in actual fact, a number of have gone viral on TikTok. The firm champions a trigger near its founder’s coronary heart (psychological well being entry).But most significantly, Rare Beauty does not fake to be one thing it isn’t. In essence, the model is about simple, easy-to-use make-up — no bells and whistles. It does not tread on the territory of pre-existing manufacturers, whether or not or not it’s Pat McGrath’s high-gloss luxurious or Glossier’s cooler-than-thou branding. Rare Beauty stays in its lane, a very admirable trait in an oversaturated cosmetics market.Rare Beauty’s earnestness is very obvious in its newest assortment, Kind Words. The vary of 10 lipsticks and lipliners boast pleasant, un-intimidating shade names comparable to “Talented,” “Worthy,” and “Humble.” The colours are additionally approachable, spanning the realm of pink nudes and mauve-y browns.Into the abyss I shout: Rare Beauty, please by no means, ever change.Shop our favourite product

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