Rare Beauty is a vegan and cruelty-free makeup brand founded by Selena Gomez in 2020 and made to break down unrealistic standards of perfection. This is makeup made to feel good in, without hiding what makes you unique. It’s not about being someone else but being who you truly are. Its liquid blush, brow gel, and stick bronzer have become viral, along with its first fragrance, Rare Eau de Parfum.