Selena Gomez’s Rare Beauty is Changing What Inclusivity Looks Like in Beauty
Selena Gomez is doing what few celebrity beauty founders even attempt. Her Rare Beauty line has always been about community and mental health. But her latest moves show that inclusivity can go beyond shade ranges. Rare Beauty’s “Made Accessible Initiative” is setting a new bar for packaging design, while her first-ever fragrance blends aromatherapy science with cultural impact. In a crowded market, Gomez is proving she has purpose.
Rare Beauty is redefining inclusivity through accessibility
According to Rare Beauty’s official statement, the Made Accessible Initiative was born from Gomez’s own experience. She explained, “Because of my personal experience, I’ve always been drawn to packaging that’s easy to open and close, hold, and apply.” The brand partnered with the Casa Colina Research Institute (CCRI) to study what makes products easier for people with mobility and dexterity issues.
Hannah Cone, PT, DPT, NCS at Casa Colina, said, “This study gave our patients the chance to reintroduce makeup into their lives in a way that was more accessible. It showed that even with limited hand and arm mobility, you can still partake in the beauty community.”
The Made Accessible Initiative sets a standard for the industry
The CCRI study evaluated Rare Beauty products based on ease of grip, packaging design, and applicator usability. According to the report, features like caps that minimize resistance, matte finishes for better grip, and applicators that are easy to maneuver all contributed to more accessible experiences.
Rare Beauty noted it plans to share the findings with the broader beauty industry, hoping others will follow. In the words of the brand’s statement: “We plan to use that information for future packaging decisions and make it widely available to the beauty industry so they might do the same.”
Selena Gomez’s Rare Beauty fragrance is already making waves
Rare Beauty recently launched its first-ever fragrance, Rare Eau de Parfum. Selena Gomez told Harper’s Bazaar, “Some of my best memories were when I was wearing this scent from a little test tube. Like when I got engaged or my 32nd birthday. It’s something that felt like a piece of me.”
Page Six describes the scent as a warm and spicy gourmand blend with notes of caramel, vanilla, and sandalwood. Plus hints of pistachio and ginger. Staffers at the outlet said the fragrance smelled different on everyone. One calling it “a scent that gets better the longer it lingers on your skin.”
Aromatherapy plays a role in Rare Beauty’s fragrance design
Fans online pointed out that the fragrance isn’t just about smelling good. One viral tweet highlighted that Rare Beauty’s new perfume “was designed in collaboration with a hand therapist to make it accessible for everyone.” Another user noted, “These notes are commonly used in aromatherapy to induce relaxation and relieve pain. She’s simply brilliant, while others focus solely on aesthetics in a saturated market, she has a genuine purpose.”
Refinery29 reported that Rare Beauty also released fragrance layering balms, each designed to transform the scent or stand on its own. The outlet praised the collection, calling it “a true joy for any perfume lover.”
Selena Gomez proves beauty can have purpose
As Rare Beauty’s mission continues to expand, Gomez shows that accessibility and wellness can sit at the heart of beauty. From packaging that empowers people with dexterity challenges to fragrance notes tied to relaxation, Rare Beauty is positioning itself as a brand built on care, not just commerce. And as the brand puts it, “Rare Beauty is made to feel good in. I hope you feel as good using it as I do.”
