Rare Beauty’s launch in India feels like a festival for all beauty enthusiasts, right? The products were launched via Sephora India on 15th June, and as you might have guessed, it received an overwhelming response where all products were sold out in a matter of a few hours, in-store and on the website. And this isn’t only specific to India but seems to be a trend with Rare Beauty, which has maintained the same craze and hype across every country. Now, is it just the Selena effect, or are her products the bigger hero? Here, we weigh in:
THE REAL HERO
From the highlighters that seem to have a cult following to the recently launched lip oils with shades made for every skin tone — Rare Beauty products are all about easy beauty with strong formulations. The buildable and blendable blushes are every beauty enthusiast’s dream and have a long-lasting impact. The lipsticks, too, have proven that they are made with much thought, and the pigments, textures, and shades are what you have been waiting for. Not to miss: the packaging that makes you want to carry them in your handbag and give them prime spots on your vanity. What’s more? The products are vegan and cruelty-free, so they are not just easy on the skin but easy on the environment as well. There are always brownie points for this!
THE SELENA EFFECT
If you have been a 90s kid, you probably remember Selena Gomez from the Disney show, ‘Wizards of Waverly Place.’ From a Disney kid to one of the most loved musicians to an actress (with also the best cardigans) from ‘Only Murders in the Building’ to the world’s most-followed person on Instagram—she has come a long way. But that isn’t what makes you fall in love with her. What makes those 422 million followers bond with her is how human she is. She makes you see a side of her that is so normal and grounded, minus all the glamour and stardom. Like you, she is another regular girl getting past what life throws at her—ugly breakups, building her own safe space with her female friends, and battling an autoimmune disease. She makes you want to root for her without really asking for it. 
BEYOND BEAUTY
“We are on a mission to help everyone celebrate their individuality by redefining what beautiful means. We want to promote self-acceptance and give people the tools they need to feel less alone in the world.” (Rare Beauty Mission Statement)
The brand has been vocal about mental health issues and introduced its social movement, ‘Rare Impact.’ One of the most recent educational campaigns under the ambit of Rare Impact is “Your Words Matter,” which aims to bring people’s focus to the power of words they use and the impact they may have. Essentially promoting the values of kindness and humility in a world where social media has everyone fearing negative comments. Again, these principles of mindfully choosing the right words have been used to name Rare Beauty’s products, like the Soft Pinch Liquid Blush shades, called ‘Bliss, Hope, Virtue, Worth, Encouragement, and Believe.’ Whereas one of their eyeshadow palettes is named ‘Give Yourself Grace.’ Using names like these add a positive notion to the product and the overall perception of cosmetic beauty.
So, all-in-all, what makes Rare Beauty the most coveted brand is a fine mix of Selena, but a stronger impact is the values the brand stands for and promotes through its business and products.
Also Read: Fun Facts About Red Lipstick Every Beautiholic Must Know
MUST-HAVE PRODUCTS FROM THE COLLECTION
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Soft Pinch Tinted Lip Oil
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Stay Vulnerable Melting Blush
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Positive Light Liquid Luminizer
Edited by: Sanjana Salunkhe
