Rare Beauty Tone of Voice — Authentic & Kind

Tagline: "Makeup made to feel good in. Without hiding what makes you unique."

Industry: Beauty

Sector: Beauty

How Rare Beauty Communicates

Rare Beauty communicates with a authentic, kind and inclusive voice using warm language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Makeup made to feel good in. Without hiding what makes you unique.", captures this voice. The central tension in Rare Beauty's communication is perfection vs. authenticity, which shapes every message they craft. Their mission is to challenge unrealistic standards of perfection and promote self-acceptance.

Tone Words

Rare Beauty's brand voice is defined by the following tone words: Authentic, Kind, Inclusive.

Communication Style

  • Language Style: Warm
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

Rare Beauty Brand Story

Rare Beauty launched in 2020 as Selena Gomez's personal mission to redefine beauty standards. Unlike typical celebrity brands, Rare Beauty was built with a genuine purpose: to combat the mental health impacts of beauty industry pressures. The brand donates 1% of all sales to the Rare Impact Fund, which has raised millions for mental health services. Products are designed with accessibility in mind, featuring easy-grip packaging for those with motor disabilities. The Soft Pinch Liquid Blush became a viral sensation, with authentic marketing that celebrates imperfection rather than hiding it.

Brand Message

Beauty that celebrates individuality and promotes mental health

Brand Mission

To challenge unrealistic standards of perfection and promote self-acceptance

Brand Positioning

Core Concept: Self-Acceptance

Central Tension: Perfection vs. Authenticity

About Rare Beauty

Rare Beauty is an American cosmetics company founded by singer and actress Selena Gomez. Launched on September 3, 2020, the brand takes its name from Gomez’s third studio album, Rare (2020). Rare Beauty is sold through its official website, Sephora And Ulta beauty stores in multiple regions, including North America, Europe, Asia, and the Middle East. As of 2024, Rare Beauty is valued at over US$2 billion. As of 2025, over $2.7 billion, by Fashion. Rare Beauty is among Sephora’s best-selling brands and is the fastest-growing celebrity beauty brand on social media. In 2024, Time recognized Rare Beauty as one of the most influential companies of the year. A portion of its sales supports the Rare Beauty Impact Fund, which provides funding for mental health initiatives. On February 1st of 2026 Rare Beauty became available at Ulta Beauty and expanded the availability of the brand.

Frequently Asked Questions About Rare Beauty

What is Rare Beauty's tone of voice?

Rare Beauty uses a authentic, kind, inclusive tone of voice. Their communication is warm, typically using statement-style sentences in the present tense. Their tagline "Makeup made to feel good in. Without hiding what makes you unique." exemplifies this voice.

How does Rare Beauty communicate with customers?

Rare Beauty launched in 2020 as Selena Gomez's personal mission to redefine beauty standards. Unlike typical celebrity brands, Rare Beauty was built with a genuine purpose: to combat the mental health impacts of beauty industry pressures. The brand donates 1% of all sales to the Rare Impact Fund, which has raised millions for mental health services. Products are designed with accessibility in mind, featuring easy-grip packaging for those with motor disabilities. The Soft Pinch Liquid Blush became a viral sensation, with authentic marketing that celebrates imperfection rather than hiding it.

What is Rare Beauty's brand message?

Rare Beauty's core message: Beauty that celebrates individuality and promotes mental health Their mission: To challenge unrealistic standards of perfection and promote self-acceptance

What is Rare Beauty's slogan?

Rare Beauty's slogan is "Makeup made to feel good in. Without hiding what makes you unique.". It carries their authentic, kind, inclusive voice.

What is Rare Beauty's mission?

Rare Beauty's mission: To challenge unrealistic standards of perfection and promote self-acceptance

What makes Rare Beauty's brand voice unique?

Rare Beauty stands out through their authentic, kind, inclusive communication style. Their central brand tension, "Perfection vs. Authenticity", shapes how they communicate across the Beauty sector.

What language style does Rare Beauty use?

Rare Beauty uses warm language, with figurative messaging, in statement-style sentences, using the present tense.

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