Rare Beauty is a brand that not only sells products but also makes a larger impact. Founder Selena Gomez started Rare Beauty, a makeup brand to redefine beauty standards. Gomez wanted to help people see the beauty in their uniqueness. The brand was launched in 2020 and, since then, they have been innovating game-changing makeup formulas. They have now grown into a billion-dollar company. One of their recent innovations is the Positive Light Luminizing Lip Gloss.
The Gloss
The Gloss was launched on July 10th and comes in six shades: Dazzle, a transparent blue with multicolored shimmer; Beam, a peach coral mixed with gold/pink pearl; Flicker, a pink mixed with blue pearl; Glimmer, a rose gold combined with champagne/rose gold pearl; Spark, a mid-tone brown with rose gold/bronze pearl; Blaze, a deep brown combined with maroon/gold/bronze pearl, according to Rare Beauty.
Rare Beauty continues to explain that the gloss has a glassy finish that is cushiony and hydrating. The gloss applies easily on the lips and lasts all day without feeling sticky. It is very shimmery and rich, creating a multidimensional effect that plumps lips. It also has a subtle peach flavor, perfect for summer. They recommend that the gloss be worn by itself to enhance its shimmering effect, layer it on top of a lipstick to create a sparkling effect, or line lips with Kind Words Matte Lip Liner with a complementary gloss. The gloss is also cruelty-free, paraben-free, vegan, dermatologist-tested, and perfect for sensitive skin.
The Inspiration
@rarebeauty they see me rollin 👁️🫦👁️ #rarebeauty #newrarebauty #rarebeautylipgloss #summerlipgloss #lipgloss #positivelight ♬ original sound – Rare Beauty
WWD writer Kaleigh Werner explains that the gloss was an homage to Spring Breakers, a 2012 thriller with Vanessa Hudgens, Ashley Benson, Rachel Korine, James Franco, and Selena Gomez. Rare Beauty posted videos on their TikTok that showcased a person who seemed to be impersonating a robber wearing a hot pink ski mask driving a golf cart with a tube of the Luminizing gloss as well as a sign that read, “Selena Gomez,I got your Gloss.”
@rarebeauty they see me rollin 👁️🫦👁️ #rarebeauty #newrarebauty #rarebeautylipgloss #summerlipgloss #lipgloss #positivelight ♬ original sound – Rare Beauty
The Campaign
To celebrate the launch, Gomez hosted an influencer dinner at Nobu in California, where each guest was seen wearing the gloss, evoking a summery feel.
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The Positive Light Luminizing Lip Gloss is the gloss of the summer- the consistency resembles melted ice cream or syrup. The name is perfection as it illuminates the lip and shimmers similar to a diamond ring.
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Rare Beauty’s Core
No matter how much the brand grows, it still stays true to the core of its business: supporting mental health awareness through the Rare Impact Fund. From every purchase, 1% of their sales goes to the Rare Impact Fund to help create accessibility to mental health resources.
Rare Beauty has created a community that fosters celebrating both outer beauty and inner well-being. Through its continued growth, Rare Beauty has revolutionized the beauty industry with its innovative products, compelling messaging, core values, and strategic marketing plan.
Buy your Positive Light Luminizing Lip Gloss now at Rare Beauty!
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