Rare Beauty is a makeup brand created by Selena Gomez that is known for its conscious and sustainable approach to beauty. The brand's products are vegan and cruelty-free, and it has made efforts to minimize waste in its packaging. Rare Beauty's philosophy is about making beauty shine through makeup products that respect individual uniqueness. Additionally, the brand has a social impact, with 1% of all sales going to the Rare Impact Fund, which aims to increase access to mental health services in educational settings
. The products include a wide range of makeup items such as foundation, primers, lipsticks, blushes, eyeliners, and more, with a focus on airy, breathable formulas that are easy to apply, blend, and build
. The brand's formulas are made to respect the user's health, leaving out harsh ingredients and complying with and going beyond standard cosmetic regulations
. One of its popular products is the Liquid Touch Weightless Foundation, which combines the weightless feel of a serum with buildable medium coverage
