Rare Beauty centers on creating makeup that supports natural features. The brand’s core philosophy focuses on self-expression, using products that are easy to use. The product range includes a full lineup of makeup essentials such as foundations, concealers, blushes, bronzers, highlighters, lip products, and eye makeup, along with tools and select body care options.
In this review, we look at some of the brand’s core offerings and compare it to similar options. We also evaluate its advantages and assess the limitations that the brand may pose.
About Rare Beauty
Founded by Selena Gomez, Rare Beauty formulations are designed to provide lightweight coverage, smooth blending, long-lasting wear, and a natural finish that enhances the complexion. Its product lineup includes offerings such as Soft Pinch Liquid Blush, True to Myself Natural Matte Longwear Foundation, and the Soft Touch Makeup Blending Sponge, all created to be buildable and easy to use.
The catalog is structured to support a wide range of skin tones and undertones, reflecting an emphasis on inclusivity. As per the official site, the brand also highlights clean and ethical formulation standards, including being cruelty-free and vegan, with certifications from programs such as PETA’s Beauty Without Bunnies.
Bestsellers
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Warm Wishes Effortless Bronzer Stick
Warm Wishes Effortless Bronzer Stick can provide a natural warmth with a smooth texture. It has a lightweight, liquid-like feel that makes it easy to apply and build without looking heavy or uneven.
The product includes meadowfoam seed oil, which helps soften the skin and maintain moisture, allowing the product to glide more evenly during application.
The formula also features gardenia florida fruit extract and white water lily root extract. These botanical components are known for their soothing properties and help keep the skin feeling calm and comfortable throughout wear.
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Positive Light Liquid Luminizer
Positive Light Liquid Luminizer may create a dewy, buildable glow with a smooth finish that blends easily across different skin tones. It is described as a long-wearing formula that layers well over makeup without disrupting it, allowing you to build from a subtle sheen to a more radiant highlight.
Mica plays a central role in the formula, helping reflect light and give the skin a glowing effect. This is what creates the visible brightness and shimmer when applied to high points of the face.
The product also includes sacred lotus flower extract along with hydrogenated olive oil unsaponifiables. These ingredients contribute to the nourishing aspect of the formula, helping keep the skin feeling comfortable and conditioned during wear.
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Soft Pinch Liquid Blush
Soft Pinch Liquid Blush provides high-impact color with minimal product, blending into the skin for a natural-looking flush that can be built up or kept soft. It is described as long-wearing and highly pigmented, with a silky texture that spreads evenly without disturbing underlying makeup.
The formula includes anise fruit extract, which is known for its antioxidant properties and may help support skin health during wear. Gardenia florida fruit extract and lotus flower extract are also part of the composition. These ingredients are associated with soothing and nourishing effects, helping the skin feel more comfortable while the product is on.
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Soft Pinch Tinted Lip Oil
Soft Pinch Tinted Lip Oil may provide a buildable color with a non-sticky texture, while helping lips look fuller and more hydrated throughout the day. The makers have added jojoba seed oil in the formula, which helps moisturize the lips and form a protective barrier that retains hydration. Sunflower seed oil is also included, bringing antioxidant properties that help soothe the lips and offer some protection against environmental stressors.
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Soft Pinch Luminous Powder Blush
Soft Pinch Luminous Powder Blush can deliver a radiant flush with a lightweight, silky texture that blends seamlessly into the skin. Tapioca starch is included in the product to help give the formula a soft, airy feel, allowing it to sit comfortably on the skin without feeling heavy or cakey. It also supports a smoother application, helping the color diffuse more evenly.
The product also consists of silica, which plays a role in refining the skin’s appearance by softening texture and reducing excess shine. Tin oxide contributes to the luminous effect, enhancing the light-reflecting properties of the formula so the finish appears radiant.
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Positive Light Silky Touch Highlighter
Positive Light Silky Touch Highlighter could give the skin a smooth sheen with a lightweight feel. At the core of the formula is synthetic fluorphlogopite, which helps create that glowing effect by reflecting light in a more refined way across the skin.
Dimethicone is included to give the product its silky texture, allowing it to glide over the skin and blend more effortlessly. It also helps create a smoother surface, so the highlighter sits evenly.
The highlighter also contains Dimethicone/vinyl dimethicone crosspolymer, which supports the soft-focus finish by helping blur the look of texture and improving how the powder adheres to the skin.
Rare Beauty Advantages
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Accessible Packaging Framework
Rare Beauty structures part of its product-development process around a formal accessibility initiative developed with the Casa Colina Research Institute (CCRI), part of Casa Colina Hospital and Centers for Healthcare.
The brand states that CCRI evaluated packaging features that improve usability for those with dexterity limitations, grip challenges, and mobility-related handling difficulties during product opening and application.
The initiative is applied across multiple product categories. It identifies three recurring packaging criteria within the framework, which are easy-to-use packaging structures, surface finishes designed to improve grip security, and applicators intended to support controlled handling.
The brand also publishes specific packaging adaptations tied to those standards, including reduced-resistance cap designs, matte exterior finishes to reduce slipping, bottle shapes intended to support firmer hand positioning, and an oversized fragrance pump designed for activation using different parts of the hand or body.
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Documented Safety and Exclusion Standards
Rare Beauty structures its formulations around documented manufacturing controls, external testing protocols, and ingredient-restriction standards. The brand states that its formula meets Cosmetic GMP certification requirements and complies with ISO 22716 manufacturing standards. Its finished products undergo external safety testing, microbiological and trace-contaminant review, and skin-sensitivity assessments.
As per the official site, the brand’s ingredient-restriction framework is aligned with European Union cosmetic standards, which involve restrictions or bans on more than 1,600 chemicals. It also identifies several excluded substances within its formulations, including parabens, oxybenzone, octinoxate, PTFE, formaldehyde, retinyl palmitate, and multiple phthalates such as BBP, DBP, and DEHP. This gives you transparency around the brand’s manufacturing standards, formal testing layers, declared ingredient exclusions, and regulatory alignment.
Rare Beauty Limitation
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Incomplete Sustainability Specificity
Rare Beauty provides detailed information about parts of its packaging and shipping materials, but its broader sustainability reporting remains limited in several areas. The brand outlines specific measures for secondary packaging and shipping materials. However, the company provides less detail about the materials used in primary packaging components such as pumps, caps, droppers, compacts, and applicator assemblies, which are often the most difficult parts of beauty packaging to recycle.
Rare Beauty also stated that it will gradually introduce post-consumer recycled (PCR) materials beginning in late 2021, but currently, it does not publicly provide a current portfolio-wide percentage showing how much PCR content is used across its product lineup.
Public materials do not provide details on carbon emissions, energy consumption, water usage, refill-system adoption, or the percentage of packaging that is reusable or made from recycled resin. Its limited-edition products are excluded from the brand’s claim that product boxes are 100% recyclable. These gaps indicate limited sustainability reporting, packaging lifecycle transparency, and measurable environmental impact data.
Pros
- Inclusive shade options across the product range.
- Vegan and cruelty-free formulations.
Cons
- Limited SPF integration in products.
- Minimal customization or personalization options available.
Rare Beauty Alternatives
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Hourglass Cosmetics
Hourglass Cosmetics follows a traditional category-based segmentation across complexion, eyes, lips, cheeks, and brushes. It also features options for buildable to full coverage, finishes such as airbrushed, luminous, matte, shimmer, and formats covering balm, cream, gel, liquid, powder, and stick. The brand’s lineup includes the Ambient Soft Glow Foundation and Vanish Airbrush Concealer with 32 shades. It also extends into tools with offerings like the No. 16 Highlighter Brush and a Complexion Brush Set, strengthening a professional, artistry-led ecosystem. In comparison, Rare Beauty structures its catalog around routines and hybrid usability, covering face, lip, eye, body, fragrance, and tools. Its variety includes the Soft Pinch Liquid Blush with multiple shades and Soft Pinch Tinted Lip Oil. The brand also provides fragrance options, such as Rare Eau de Parfum, as well as curated bundles like the Soft Pinch Cheek and Lip Trio.
Hourglass Cosmetics emphasizes finish precision and technical variety. It offers multiple formats, including powders, creams, gels, sticks, and liquids, with finishes ranging from radiant and soft glow to matte and metallic. The brand’s Ambient Lighting range is built around light-diffusing powders designed to create a blurred, airbrushed effect, while products like Unreal Liquid Blush extend this focus on controlled luminosity. Meanwhile, Rare Beauty prioritizes lightweight, blendable, and buildable formulas designed for ease of use and comfort. It’s True to Myself Natural Matte Longwear Foundation is described as self-priming and self-setting with breathable medium to full coverage.
Pricing structure supports the gap between the luxury and accessible range. Hourglass Cosmetics operates firmly in the premium tier, with products ranging from $18 for the Unlocked Instant Extensions Mascara to $120 for sets like the Sheer Magic Duo. Its palettes, such as the Ambient Lighting Palette, are priced at $75. The brand’s Lip products, like the Phantom Volumizing Glossy Balm, are priced at $38 with 20 color options, while complexion products frequently exceed $50. However, Rare Beauty maintains a more moderate pricing structure, with core options such as the Soft Pinch Liquid Blush at $25, and tools like the Soft Touch Makeup Blending Sponge at $15. Higher-priced products, such as Rare Eau de Parfum, remain at $75, while bundles like Selena’s Lash and Brow Duo are available for $35 to $27, supporting a more accessible entry point.
Packaging and usability further distinguish the two brands. Hourglass Cosmetics emphasizes aesthetic refinement and collectible design, with offerings like limited-edition gold-finish brush sets and customizable palettes such as the Ambient Lighting Edit Custom Quad. Rare Beauty prioritizes ergonomic design and ease of handling, supported by tools like Shade Finder, step-based matching systems, and Shade Match Live Chat.
As per their official website, Hourglass Cosmetics delivers a high-performance, finish-focused luxury experience supported by premium pricing and professional tools. Meanwhile, Rare Beauty emphasizes simplified routines, hybrid products, and social engagement.
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DIBS Beauty
As per its official website, DIBS Beauty builds around hybrid formats such as the Desert Island Duo® blush and bronzer stick offered in shades ranging from 1 Out of Office Vacay Vibes to 7 That Girl Bold Move. Its products, like the Duet Baked Bronzer, combine bronzer with marble glow shimmer, while the Double Standard Primer and Mascara Duo pair a tubing brown primer with a volumizing black mascara. However, Rare Beauty focuses on single-category formulations such as the True to Myself Natural Matte Longwear Foundation with an extensive shade range from 1 Fair Neutral to 48 Deep Cool, and the Soft Pinch Liquid Blush available in multiple shades.
Range structure further differentiates the two. DIBS Beauty maintains a compact catalog of products across face, lips, eyes, body, and brushes, including options like Go To Glossy Balm and tools like the Duo Brush Face, Duo Brush Eye, and Every Body Brush. It also highlights minis, online exclusives, and curated sets. Meanwhile, Rare Beauty offers a broader catalog with multiple products, including tools like the Soft Touch Makeup Blending Sponge and Silicone Makeup Sponge Case. It also features accessories such as the Puffy Makeup Bag and expanded categories like the Rare Eau de Parfum Fragrance Gift Set, indicating a wider category.
Shade diversity presents another contrast. DIBS Beauty offers curated shade systems within products such as the GlowTour® Duo and LoveBeam® Perfector, which include shades from N°1 The One to N°5 Make it Official. It also offers the LoveBeam® Setting Powder with shades like 111 New Beginnings through 555 Good Vibes. In comparison, Rare Beauty significantly expands shade inclusivity, especially in its foundation range, which covers dozens of shades across fair, light, medium, medium deep, and deep tones with neutral, warm, and cool undertones. This enables more precise matching compared to the more edited shade approach of DIBS.
Application philosophy supports the difference in usage. DIBS Beauty promotes fewer steps through formats like sticks, duos, and double-ended tools, such as the Duo Brush Cheek and Duo Brush Face, designed for cream and powder blending in one tool. Sets like the Tried and True Set combine the Desert Island Duo® with a brush, while the Face First Set includes a mini perfector, powder, duo, and mini mascara to streamline routines. Rare Beauty maintains a more segmented approach with steps supported by tools like blending sponges and separate complexion, lip, and eye products.
DIBS Beauty emphasizes efficiency through multi-use formats, dual-ended tools, curated kits, and streamlined routines supported by hybrid products. In comparison, Rare Beauty prioritizes extensive shade inclusivity, single-function formulations, and a broader ecosystem that includes tools, accessories, and fragrance alongside makeup.
How Did We Evaluate?
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Brand Credibility
We evaluated the brand reputation of Rare Beauty by reviewing data from the Better Business Bureau. The brand holds an F rating, with a few complaints filed over the years. An important factor influencing this rating is the company’s failure to respond to multiple complaints, which signals gaps in customer support and issue resolution.
Many users report issues with damaged or defective products arriving without adequate resolution. In several cases, customers state that they were asked to return defective products at their own expense or were unable to secure refunds despite providing proof of damage. Others describe delayed or missing refunds after returns were received by the company, sometimes waiting several weeks without updates.
Customer service responsiveness emerges as a consistent concern across complaints. Customers frequently mention receiving automated replies instead of direct support, with limited or no follow-up from a human representative.
Shipping and order management issues also appear repeatedly in the data. Customers describe delayed fulfillment, unshipped orders, and difficulty modifying shipping details. There are also concerns about misleading shipping timelines, especially in cases where expedited delivery was promised but not fulfilled as advertised.
Rare Beauty shows recurring operational issues that may affect your experience, especially around customer service, returns, and order fulfillment. The consistency of these patterns suggests that you could encounter problems with your order in resolving issues or getting timely support.
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Real User Experiences
To evaluate real user experiences for Rare Beauty, we reviewed customer feedback and ratings on Trustpilot. The brand holds a TrustScore of 2.1 out of 5, based on 100+ reviews.
Some users report positive experiences with the products. Options like the Soft Pinch Liquid Blush are often mentioned for their lightweight feel, strong pigmentation, and long-lasting wear. Users describe the formulas as smooth and comfortable on the skin. Some mention fast delivery and helpful customer support when orders arrive without issues.
However, a larger share of feedback focuses on ordering and delivery problems. Many users report shipping delays, while others say their orders did not arrive even after several weeks. Tracking information sometimes stops updating after the initial confirmation. In some cases, packages appear stuck in transit or never ship at all.
Refunds and returns are another major concern. Several users report long delays in receiving refunds after returning products. There are also reports of unclear communication during the return process.
Based on this feedback, we found that while you may have a good experience with certain products, consistency across ordering and support processes can vary. The repetition of similar concerns suggests these issues are not isolated, which may affect how reliable the brand feels over time.
Frequently Asked Questions
- Are Rare Beauty products suitable for textured skin?
The brand states that its products can work for textured skin, as options like Always An Optimist Pore Diffusing Primer and Soft Pinch Matte Bouncy Blush aim to blur pores and avoid settling. Results vary, and application techniques such as dabbing with a sponge can influence the finish. - Does Rare Beauty include SPF in its base products?
The brand includes SPF in a limited capacity, primarily in Positive Light Tinted Moisturizer, which offers Broad Spectrum SPF 20 using a mix of chemical and mineral filters. Other base products, including foundations, concealers, and primers, do not provide sun protection. - Does Rare Beauty include refillable packaging options?
The brand does not widely offer refillable packaging. Its sustainability efforts focus more on recyclable shipping materials, compostable corn-based foam, and reusable options like canvas pouches, instead of refill systems across core makeup products.
Conclusion
Rare Beauty positions itself around lightweight, buildable makeup designed to create a natural, skin-like finish while maintaining broad shade accessibility and cruelty-free positioning. Its formulations and branding emphasize ease of use, everyday wearability, and adaptable coverage across different product categories.
However, the brand’s product performance can vary, as highly pigmented liquid and cream formulas may become uneven, patchy, or overly concentrated if applied too heavily or combined with incompatible skincare or base products. Certain texture-enhancing ingredients may also feel less suitable if you have oily, highly sensitive, or humidity-reactive skin.
The brand is centered on blendability, accessibility, and lightweight aesthetics, with the experience shaped by formulation compatibility, application preferences, and consistency across both product performance and post-purchase support.
- About the Author
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Alisha Matthew has been a practicing nutritionist since 2016. She holds a master’s degree in nutrition from the University of IOWA. She is a staunch believer in improving the human health index by educating people about nutrition and the importance of nutrition in leading a healthy and happy life. Her long-term goal is to keep educating people on general health and keep herself updated with the latest trends in the field of health.