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 ties makeup to mental health and self-acceptance. Its tagline rejects covering up in favour of feeling good as you are — authentic, kind, inclusive. The voice is self-accepting and gentle, selling beauty that celebrates rather than hides you.
Tone Words
Rare Beauty's brand voice is defined by the following tone words: Authentic, Kind, Inclusive.
Communication Style
- Language Style: Self-accepting
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
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 self-accepting, 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 self-accepting language, with imaginative messaging, in statement-style sentences, using the present tense.
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Compare Rare Beauty
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