The 30-year-old has avoided the potential pitfalls of child stardom to become an even bigger celebrity as an adult with a career that’s spanned nine top-10 pop hits; more than two-dozen platinum or gold singles; and starring in Hulu’s hit series Only Murders in the Building.
And it’s her makeup brand that’s breaking the bank. Rare Beauty has surged in popularity since its debut less than three years ago, despite a fallout at many celebrity-backed cosmetic lines. The company has succeeded in the $250 billion global beauty industry by creating simple, moderately priced makeup and leveraging Gomez’s immense popularity on platforms such as TikTok.
“People are looking for performance and value in their products, which Rare does really well,” says Sable Yong, a beauty writer based in New York. “Yes, it’s cute. Yes, Selena Gomez is the founder. But even if she wasn’t in the picture, they’re well-formulated products that perform really well at a fairly attainable price point.”
Read the full story on Bloomberg here.