If thereโs one thing Rare Beauty promises, itโs authentic self-expression made accessible. The brand that set a new standard for inclusive makeup with viral hits like its liquid blush is now bringing its purpose-driven ethos to the world of scent. On 7 August, Selena Gomezโs beloved beauty line launches its debut fragrance collection โ marking a deeply personal new chapter.
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Personalising Your Signature Scent
Dubbed simply โRare,โ the collection is anchored by the Rare Eau de Parfum (USD$75 for 50ml) โ a warm, multi-layered scent crafted in France. It opens with caramel, pistachio, and vanilla, unfolding into a heart of spicy ginger and rich cocoa bean, before finishing with sandalwood, tonka bean, and soft skin musks (a note Selena promises โactually makes it smell really goodโ). โI wanted to create a scent that could move with the moment,โ Selena shared on Instagram. โRare Eau de Parfum goes from quiet mornings at home to a night out with my friends and always feels just right.โ
But the brand isnโt stopping at a single scent. Leaning into the desire for personalisation, the launch also includes Fragrance Layering Balms (USD$19 each for 20ml) in four fall-inspired profiles: Amber Vanilla, a cosy and decadent blend; Floral Peony Blossom, light and floral; Fresh Bergamot, bright and citrusy; and Woody Oak, earthy and rich. These pocket-sized balms can be worn on their own, paired with the Eau de Parfum โ Selena herself loves combining it with Woody Oak โ or layered together to create a custom signature. โI wanted to try something so cool and differentโฆ something that makes it fun for people to create their own fragrances,โ Selena explained.
Inclusivity In Every Detail
Rare Beautyโs commitment to accessibility, a defining principle since its 2020 debut, shines through in the fragrance packaging. Rather than relying solely on strategic advertising, the team partnered with certified hand therapists and packaging engineers โ and even collaborated with rehabilitation facility Casa Colina โ to develop an ergonomic bottle built intentionally for comfort and ease of use. With a carefully considered shape that requires just one finger and an oversized pump, it directly addresses the needs of those with dexterity challenges โ a cause deeply personal to Selena due to her lupus. The result: a design that ensures that the luxury of fragrance is truly inclusive.
Rooted In Growth And Grounded In Purpose
For Selena, now 33, the fragranceโs two-year development has been woven through major life milestones โ her engagement to Benny Blanco, the release of her fourth collaborative album, an Emmy nomination, and her rise as one of the youngest self-made billionaires. โSome of my best memories were when I was creating thisโฆ Itโs something that really feels like a piece of me,โ she shared. Working alongside perfumer Jรฉrรดme Epinette โ who also created the brandโs Find Comfort Mist โ the final composition came to life after nearly 20 iterations.
The launch follows a period of explosive growth for Rare Beauty, with 2024 sales reportedly reaching USD$400 million and ongoing speculation about the brandโs acquisition. Yet CEO Scott Friedman remains dedicated: โWeโre focused on doing what we do best.โ For Selena, that means staying true to the brandโs purpose: โI put my heart into itโฆ I love our community, especially my fans.โ That mission extends to impact โ 1% of all sales support the Rare Impact Fund, which is committed to expanding mental health access and has already raised USD$20 million toward its USD$100 million goal.
Your Countdown Starts Now
As summer silks give way to cosy sweaters, Rare Beauty introduces scents that echo the seasonโs mood. From the comforting depth of Amber Vanilla by a fireside to the crisp brightness of Bergamot for an autumn afternoon, or a personalised combination layered your way, this collection โ cruelty-free, vegan, paraben-free, and dermatologist-tested โ has you covered.
Ready to discover your Rare scent? The full fragrance collection, including the Eau de Parfum and Layering Balms, launches 7 August exclusively at Sephora (in-store and online), Sephora at Kohlโs, and rarebeauty.com (Sephora app users get early access starting 6 August). This isnโt just a fragrance โ itโs a way to celebrate your moments, authentically and accessibly.
Catherine Pun
A Hong Kong native with Filipino-Chinese roots, Catherine infuses every part of her life with zest, whether sheโs belting out karaoke tunes or exploring off-the-beaten-path destinations. Her downtime often includes unwinding with Netflix and indulging in a 10-step skincare routine. As the Editorial Director of Friday Club., Catherine brings her wealth of experience from major publishing houses, where she refined her craft and even authored a book. Her sharp editorial insight makes her a dynamic force, always on the lookout for the next compelling narrative.
