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Writer's pictureKranthi Reddy Challa

Selena Gomez and Rare Beauty: A Purpose-Driven Journey of Mental Health Advocacy

Selena Gomez’s journey with mental health has been as powerful as it has been public and is set to donate 100% of its global sales on October 10th, 2024, in honor of World Mental Health Day. Growing up under immense pressure, with her every move scrutinized by media and fans, she experienced firsthand the toll that fame, expectations, and personal struggles can take on one’s mental well-being. It is this very journey that led her to reclaim her narrative and use her platform to address her mental health challenges openly. Through transparency and vulnerability, Selena has not only redefined what it means to be a public figure but has also ignited a movement that resonates deeply with younger generations.

Rare Beauty

In 2020, Selena took her advocacy a step further by launching Rare Beauty, a beauty brand that embodies a mission far beyond makeup. Rare Beauty’s ethos is rooted in embracing natural beauty, self-acceptance, and prioritizing mental well-being. This philosophy set a new standard in the beauty industry, where products aren’t just about altering appearances, but about celebrating individuality and mental health. As part of this mission, Selena founded the Rare Impact Fund, the brand’s nonprofit arm, which commits 1% of all Rare Beauty sales to support mental health resources globally.

The Vision Behind Rare Beauty and Mental Health Advocacy

Selena Gomez’s connection to mental health issues has driven her to create a beauty brand with purpose. After grappling with her mental health, including a diagnosis of bipolar disorder, she recognized the importance of being open about these struggles and using her platform to help others. In Selena’s words, there was immense pressure to be a good role model growing up, but it quickly became unrealistic as she faced her journey with mental health. She realized she couldn’t be silent about her experiences any longer and decided to reclaim her story.

This decision birthed Rare Beauty, a brand that is about much more than makeup. It’s about encouraging self-acceptance and offering a safe, welcoming space where individuals feel supported—both in how they look and how they feel. The Rare Impact Fund, launched in tandem with the beauty line, aims to make a meaningful impact on the world by reducing the stigma around mental health and increasing access to mental health services, particularly for underserved communities.

Rare Impact Fund: Goals and Achievements

From the outset, Selena envisioned the Rare Impact Fund as a vehicle for lasting, transformative change in mental health advocacy. The fund’s ambitious goal is to raise $100 million over 10 years, and it’s already made significant progress, having raised over $6 million in its first few years. The fund has distributed grants to 26 organizations working in the mental health space, providing critical support to initiatives aimed at helping young people.

In 2023, the Rare Impact Fund partnered with key organizations such as the UCLA Friends of Semel Institute, Mindful Life Project, and Trans Lifeline, among others. These partnerships demonstrate Selena’s commitment to ensuring that mental health tools and resources are available to youth around the world. Additionally, Rare Beauty’s commitment to mental health was highlighted during the inaugural Rare Impact Fund Benefit, which brought together stars and supporters to raise awareness and funds for this vital cause.

The partnership between Rare Beauty and the Rare Impact Fund has made significant strides in breaking down barriers to mental health access, while also raising the profile of organizations working on the frontlines. Selena’s involvement in mental health awareness has provided authenticity to the brand’s mission, drawing in young consumers who see themselves reflected in her journey.

Influence on Gen Z and Millennials

Rare Beauty’s success lies not only in its product offerings but in its ability to connect with Gen Z and Millennial audiences. These generations place a high value on authenticity, purpose, and alignment of values with the brands they support. According to surveys, over 40% of Gen Z and Millennials turn to brands and celebrities that resonate with their beliefs, and mental health is a key issue for them.

Selena Gomez’s openness about her struggles with anxiety, depression, and bipolar disorder makes her an incredibly relatable figure to younger generations, many of whom are dealing with similar challenges. By openly sharing her mental health journey, she has fostered a sense of community and support among her followers, encouraging them to speak out and seek help when needed.

The Rare Impact Fund’s dedication to mental health further strengthens this connection, as younger consumers are more likely to support brands that give back to social causes they care about. Selena’s decision to tie Rare Beauty’s profits to mental health advocacy underscores her genuine commitment to making a difference, which deeply resonates with her audience.

Rare Beauty’s Future: A Brand with Impact

Looking ahead, Rare Beauty is poised to continue expanding its influence in both the beauty industry and mental health advocacy. The brand is expected to grow its product line while remaining true to its mission of inclusivity and self-acceptance. Moreover, the Rare Impact Fund will continue to expand its partnerships and fundraising efforts, to make an even greater impact on mental health services globally.

As part of its ongoing advocacy, Rare Beauty has planned to donate 100% of its sales on World Mental Health Day to the Rare Impact Fund, in collaboration with Sephora. This initiative highlights the brand’s unwavering dedication to the cause and further solidifies its role as a leader in purpose-driven business.

 Conclusion: A Powerful Legacy

Selena Gomez’s Rare Beauty is more than a beauty brand—it is a movement that champions mental health awareness and self-acceptance. By combining her personal story with a business model that gives back, Selena has redefined what it means to be a public figure and a business owner in today’s world. Her ability to connect with Gen Z and Millennials through genuine advocacy for mental health has set Rare Beauty apart as a brand with a lasting impact.

As the Rare Impact Fund continues to grow, Selena’s vision of creating a kinder, more connected world will undoubtedly inspire future generations of business leaders to integrate social good into their brands. In a world where consumers are increasingly demanding authenticity and purpose from the companies they support, Selena Gomez’s journey is a testament to the power of using one’s platform to create positive change. Her work is, as she calls it, the most important part of her life—and the impact will be felt for years to come.

References

2. Chuba, K. (2023, October 5). Selena Gomez Hosts Inaugural Rare Impact Fund Benefit, Calling Mental Health Fund “The Most Important Thing That I’ve Ever Done” The Hollywood Reporter.

3. Chikhoune, R. (2021, October 15). Selena Gomez on Mental Health, Her Mission to Impact and What’s Next for Rare Beauty. WWD.

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