Rare Beauty is a cosmetics brand that was founded by Selena Gomez. It was officially launched on September 3, 2020.

The brand's mission is to promote self-acceptance and mental health awareness. 

Selena Gomez herself has been very open about her own struggles with mental health, and she wanted to create a brand that would help others feel more confident and comfortable in their own skin.

The launch of Rare Beauty generated significant buzz and media attention, partly due to Selena Gomez's popularity as a singer and actress. 

The brand focuses on inclusivity and offers a wide range of products, including foundations, concealers, lipsticks, and more, with a goal to cater to diverse skin tones.

Rare Beauty is also known for its commitment to charitable causes. 

The brand has pledged to donate 1% of all sales to the Rare Impact Fund, which aims to increase access to mental health resources and support.

Since its launch, Rare Beauty has gained a considerable following and has been positively received by customers and beauty enthusiasts. 

Its emphasis on inclusivity, self-acceptance, and mental health has resonated with many people, contributing to its success in the beauty industry.