Selena Gomez wants you to recognize you’re so rare.
Her new mission-driven makeup brand Rare Beauty, named after the title track from her latest album, launched on September 3 with over a dozen different products in a wide variety of colors — including an impressive 48 shades each of foundation and concealer.
“I’m so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare,” Gomez, 28, said in a press release. “These products aren’t about being someone else, it’s about being who you are, whether that’s rocking a full face of bold makeup or barely any makeup at all. Makeup is something to enjoy, it’s not something you need. I want every person to feel beautiful exactly as they are.”
All of the products ring in at under $30, and in addition to the aforementioned complexion products, there’s also a liquid eyeliner, liquid blushes, tinted lip balms, liquid highlighters, matte liquid lipsticks and brow pencil and gel duos, along with an illuminating primer, setting mist, blotting papers and powder puff kit, two different makeup brushes and a sponge. With the exception of the eyeliner, all of the color cosmetics are available in at least four shades.
And in line with Gomez’s work as a mental health advocate, one percent of all Rare Beauty sales — as well as funds raised from partners — will be dedicated to the Rare Impact Fund, which has committed to raising $100 million over the next 10 years to help provide mental health services to underserved communities.
In our latest episode of “Style Trial,” two Page Six editors and self-proclaimed Selenators share their honest reviews of Rare Beauty after putting the products to the test for a full week. Watch the video above for their full thoughts, and see their top takeaways — and shop all the products — below.
PROS: Both Page Six Style editor Elana Fishman and writer/coordinating producer Janaya Wecker loved the pearlescent glow this primer imparted. It’s also quite lightweight and hydrating.
CONS: Those with oilier skin types who prefer a more matte makeup look might not love the shimmery finish. It’s also not a pore-filling primer, so those looking for completely smooth skin might prefer a more heavy-duty formula.
PROS: Undoubtedly the brand’s hero product with a whopping 48 shades on offer, this foundation was a hit with both Elana and Janaya. Despite the liquid, elixir-like formula, it offers plenty of pigment and easily buildable coverage that lasts all day long; Elana found that just a few well-placed dots got the job done. True to its name, its finish feels weightless on the skin, almost like you’re not wearing makeup at all.
CONS: Germaphobes might not be fans of the doe foot applicator, which makes application a breeze but is thought to be less hygienic than a pump dispenser. And since the formula does include oil, you’ll want to shake it up before each use.
PROS: Available in the same 48 shades as Rare Beauty’s foundation but with a thicker formula, this concealer brightened dark circles, covered blemishes with ease and blended beautifully. A little goes a long way, too.
CONS: Elana noticed some very light creasing under her eyes after several hours of wear, but nothing major.
PROS: Powder blush devotee Janaya was pleasantly surprised by how easily the liquid formula blended, while blush novice Elana was impressed by the natural flush it gave her cheeks. It’s also available in eight shades, four of them dewy and four of them matte — so regardless of what sort of finish you prefer, you’ll likely find a fit.
CONS: Apply very, very sparingly — this blush is extremely pigmented, so too much might make you look like a clown! Elana found a single, small dot per cheek was sufficient. Once you get the hang of the application, however, the intense color payoff means this blush gives you serious bang for your buck.
PROS: Both testers loved the buildable liquid formulation of this highlighter as well as the easy-to-use doe foot applicator, which made adding shimmer to cheekbones, brow bones and the inner corners of eyes a breeze.
PROS: Cat-eye lover Elana named this product as one of her personal favorites from the launch thanks to its jet-black, matte finish and calligraphy-inspired brush tip, which makes drawing thin or thick lines simple. Both testers praised its long-lasting, all-day wear as well.
CONS: When applied solo, Elana found that some of the pigment transferred to her upper lids after just a few hours — but setting it with a little powder fixed the issue. In fact, make sure you have a good eye makeup remover on hand at the end of the day, because this stuff lasts.
PROS: Surprisingly pigmented for a balm, these are more of a stain than a salve. Both testers (and even Elana’s fiancé Ryan, who borrowed the clear shade Honor) loved the product’s buttery yet non-sticky feel.
CONS: The tube’s magnet closure is quite loose, which was most likely an intentional accessibility-related choice on Gomez’s part; likewise, the balls on top of the foundation and concealer packaging are meant to help users who suffer from arthritis, as the pop star herself does due to lupus. But this does mean that the tube might open inside your handbag (as Elana can attest), so be sure to twist the product down completely before stashing it away.
PROS: Unlike most liquid lipsticks, this one proved surprisingly hydrating, even without a balm layered beneath. The innovative whipped formula was a pleasure to use, and Elana loved that it wore away naturally over the course of the day like a stain — no clown-like ring of color around the outer lips. Janaya particularly liked the terracotta shade Brave, while Elana preferred the bright red Inspire.
PROS: This smells incredible — like a spa in a bottle — and is made with dermatologist-approved ingredients including niacinamide and hyaluronic acid to boost hydration and brightness.
CONS: Make sure you hold this an arm’s length away before spritzing, as it’s not a superfine spray. You want to look dewy, not drenched!