How Rare Beauty Is Building a More Inclusive Beauty Community

Selena Gomez is a renowned singer and actress that launched her own beauty line called “Rare Beauty, a cosmetics company designed to break down unrealistic standards of perfection and promote inclusivity. This initiative extends beyond makeup, aiming to address critical mental health issues and education. Rare Beauty Cosmetics aims to redefine the beauty landscape by focusing on mental health awareness, inclusivity, and encouraging self-expression. In this analysis we will explore how Rare Beauty uses semiotics to convey its message of self-acceptance and empowerment. Rare Beauty employs visual and textual semiotics to communicate a powerful message of inclusivity and mental health awareness, effectively challenging traditional beauty norms and fostering a sense of community. 

Rare Beauty’s packaging and product designs serve as visual signifiers of its commitment to authenticity and inclusivity. The brand’s emphasis on simple, accessible packaging and diverse shade ranges signals a departure from traditional, often exclusive, beauty marketing. From Fierce by mitú, a platform dedicated to empowering Latinas and women of color, we are reminded of our inherent strength and capabilities. They highlight Selena Gomez’s hands-on approach in developing Rare Beauty, emphasizing her personal experience with lupus (a condition in which the immune system malfunctions, attacking the body’s own tissues and organs). The brand’s design was influenced by Gomez’s 2013 diagnosis. She ensured that her products were accessible and user-friendly because of the mobility challenges she experiences due to flare-ups and medication related to her autoimmune disease. In essence, her own struggles with joint and muscle weakness informed the creation of makeup tools that accommodate diverse needs, demonstrating that even small adjustments can significantly improve daily life for those with physical limitations. These semiotic choices convey a message that beauty is for everyone, regardless of age, gender, background, or physical ability, as exemplified by Rare Beauty’s accessible product designs catering to those with mobility limitations.

Rare Beauty Cosmetics uses textual semiotics through its mission statements and campaigns to reinforce its focus on mental health advocacy. The brand’s messaging consistently addresses the importance of self-acceptance and challenges societal pressures related to beauty standards. In an interview with Elle Canada Magazine, Selena Gomez discussed her motivation behind creating Rare Beauty, emphasizing her commitment to mental health advocacy. She explained that she envisioned the brand as more than just a makeup line, aiming to use beauty and makeup as tools for self-acceptance. As Selena states in the interview, “When I started Rare Beauty, I knew that I wanted it to be more than a beauty brand. I wanted there to be a deeper meaning and to use beauty and makeup as a tool to encourage self-acceptance. In the past, makeup has been something that has been used to cover up and hide ‘imperfections.’ At Rare Beauty, we are flipping that and encourage you to embrace what makes you unique.” This vision highlights Gomez’s intention to shift the narrative around makeup, transforming it from a means of concealment to a catalyst for self-empowerment. By explicitly addressing mental health, Rare Beauty creates a semiotic link between its products and emotional well-being.

Rare Beauty’s social media presence (Instagram) and campaigns utilize imagery and language to signify a diverse and accepting community. The brand showcases a wide range of individuals in its advertisements, promoting the idea that beauty is diverse and multifaceted. From Le Fashion Post, an online fashion resource that provides style inspiration, outfit ideas, and shopping tips. “Social media plays a crucial role in this approach, with user-generated content taking center stage in many campaigns. The brand regularly shares real customer photos and experiences, creating a genuine connection with its audience.” Patrick, an author at Le Fashion Post, emphasizes that Rare Beauty uses social media, especially customer photos, to create a real connection with the audience. This visual representation of diversity reinforces Rare Beauty’s commitment to inclusivity and creates a sense of belonging for its audience. Thus, Rare Beauty’s social media presence effectively translates its values of diversity and acceptance into a tangible online community.

The name “Rare Beauty” itself acts as a semiotic sign, encouraging that individuality and uniqueness are both valuable and desirable. The brand’s name challenges the ideas of singular and conventional standards of beauty. Fast Company, a magazine that provides insights into the worlds of technology, business, and design, mentions how the ‘Rare’ tattoo on Selena’s neck represents her commitment to challenging the concept of perfect beauty and affirming the value of individuality. In essence, the name “Rare Beauty” serves not just as a label but as a potent semiotic declaration, reinforcing the brand’s core message that true beauty lies in the celebration of unique individuality, ultimately fostering a culture of self-acceptance.

In summary, to encapsulate Rare Beauty’s strategy, one must acknowledge the deliberate simplicity of its packaging, which signals accessibility and authenticity. Furthermore, the brand’s commitment to diverse representation in its campaigns and imagery fosters a sense of belonging for individuals of all backgrounds. Crucially, Rare Beauty prioritizes mental health advocacy, weaving this vital message into its brand identity. Lastly, their brand name, “Rare Beauty,” serves as a constant reminder of the value of individuality, effectively summarizing the core message of the brand. Through the strategic use of both visual and textual semiotics, Rare Beauty constructs a narrative that transcends traditional beauty standards. Specifically, the brand influences these semiotic tools to deliver a strong, powerful message of inclusivity, ensuring that diverse voices and experiences are recognized and celebrated. Moreover, Rare Beauty’s focus on mental health awareness is communicated through carefully crafted language and imagery, creating a powerful emotional connection with its audience. In the end, this semiotic approach enables Rare Beauty to cultivate a thriving community where individuals feel empowered to embrace their true, authentic selves.

References/Works Cited

Garcia, Suanny. “We’re Just Finding Out about This Rare Beauty Inclusive Packaging Feature.” Fierce, 8 Aug. 2023, fiercebymitu.com/beauty-and-style/were-just-finding-out-about-this-rare-beauty-inclusive-packaging-feature/. Accessed 15 Mar. 2025.

Karounos, Patricia. “Selena Gomez on Always Advocating for Mental Health Support | ELLE Canada Magazine | Beauty, Fashion and Lifestyle Trends & Celebrity News.” ELLE Canada Magazine | Beauty, Fashion, and Lifestyle Trends & Celebrity News, 2 Oct. 2024, www.ellecanada.com/beauty/makeup-and-nails/selena-gomez-world-mental-health-day-rare-beauty-interview. Accessed 15 Mar. 2025.

Patrick. “How Rare Beauty Transformed the Face of Inclusive Makeup - Fashion Post Magazine.” Fashion Post Magazine, 11 Feb. 2025, www.lefashionpost.com/2025/02/11/how-rare-beauty-transformed-the-face-of-inclusive-makeup/. Accessed 15 Mar. 2025.

Valby, Karen. “Inside Selena Gomez’s Beauty Juggernaut: The Rare Beauty Founder on Makeup, Gen Z, and Navigating Social Media.” Fast Company, 3 Oct. 2023, www.fastcompany.com/90951624/selena-gomez-rare-beauty-cosmetics-industry-juggernaut-gen-z. Accessed 15 Mar. 2025.

Rare Impact Fund. Image. RareImpactFund.org, https://www.rareimpactfund.org/. Accessed 16 May 2025.