Selena Gomez Just Turned Rare Beauty Into a Mental Health Movement—100% of Sales Go to Support

It’s not every day that you see a celebrity put their money—and heart—where their mouth is. But for Selena Gomez, advocating for mental health isn’t just a side project; it’s a deeply personal mission.

Now, with the launch of the second annual Make A Rare Impact campaign in partnership with SEPHORA, Gomez is proving that change doesn’t happen overnight, but with a little hope and a lot of heart, you can make a difference.

Turning Pain Into Purpose: Selena Gomez’s Mental Health Journey

Selena Gomez’s commitment to mental health isn’t something she adopted because it was trending. It’s rooted in her own struggles and the experiences that nearly broke her.

Diagnosed with bipolar disorder in 2020, Selena Gomez has spoken openly about the challenges she’s faced with anxiety and depression—struggles that were compounded by the constant spotlight of fame. At one point, she hit what she calls her “rock bottom,” a place where she didn’t see a way out.

“I will say this—you can’t force someone to do it. It just doesn’t work,” Gomez shared during a panel at SXSW earlier this year. “There was a lot of people that cared about me more than I cared about myself… I had to hit my rock bottom, and I had to do it at my time.”

This moment of clarity was a turning point for Selena Gomez. Instead of hiding her struggles, she decided to put them at the forefront of her work.

Her 2022 documentary My Mind & Me peeled back the layers, revealing a vulnerable, unfiltered look at what it’s like to battle mental health issues in the public eye.

In the film, Gomez admitted it was “probably one of the hardest moments” of her life, but she also felt a sense of freedom. “There wasn’t any hiding anymore,” she said. “It was like a release.”

Building a Community of Support with the Rare Impact Fund

Inspired by her own experiences and the desire to help others, Selena Gomez launched the Rare Impact Fund before Rare Beauty even hit the shelves. From the very beginning, she wanted her brand to be more than just makeup. She wanted it to be a beacon of hope for anyone feeling alone, anxious or lost.

“We created the Rare Impact Fund before we created a single product, and it’s so rewarding to see it being a resource for people when they actually come to our community and seek help,” Gomez told PEOPLE in a recent interview. “I’m just really grateful. This is why I do it.”

With the goal of raising $100 million over the next decade, the Rare Impact Fund is dedicated to expanding access to mental health services for young people across the world. From funding educational programs to supporting counseling services, the Fund is making a tangible difference for millions.

And Selena Gomez isn’t doing it alone. Since 2020, SEPHORA has been a partner in this journey, backing the Rare Impact Fund and joining Gomez in raising awareness for youth mental health. This year, for the second time in a row, SEPHORA will donate 100% of all global Rare Beauty sales on October 10—World Mental Health Day—to the Rare Impact Fund. Every dollar spent is a small step toward bringing more mental health resources to those who need it most.

How Selena Gomez is Reconnecting With Her Roots—and Herself

For Selena Gomez, supporting mental health isn’t just about big campaigns and initiatives. It’s also about the small moments—checking in with yourself, being present, and giving yourself grace. She’s been honest about how she carves out these self-care moments, whether attending her little sister’s soccer game or just flying back to see family in L.A.

“I just try to build it around moments I can take a break,” Gomez said. “If I need to just fly to L.A. really quick, I’ll do that, just because it’s worth it to see my little sister’s soccer game… Or to see my friends and family. They keep me sane.”

Even her makeup routine is a form of self-care. “I love the process of putting on makeup. It’s so fun, but taking it off is equally as satisfying!” she shared, laughing. “Sometimes that’s my self-care that I do. That, and making sure I’m taking care of my skin.”

Gomez’s ability to reconnect with herself and her family reminds us all that mental health isn’t just about getting help when you’re in crisis. It’s about nurturing yourself in the small, everyday moments.

A Rare Opportunity to Help Others

Selena’s vision is to create a world where mental health conversations are open, supportive, and inclusive—especially for young people who may feel like they have nowhere to turn. “When I launched the Rare Impact Fund, my goal was to expand access to mental health services and education for young people—something I craved in my own youth,” she said. “The mental health crisis continues to impact young people disproportionately.”

With SEPHORA’s help, this year’s campaign will support mental health initiatives across 27 global markets, including underserved communities in Latin America, Asia, and Europe. Gomez knows this partnership is a testament to the power of community. “Partners like SEPHORA are instrumental, not only by believing in this mission but by contributing crucial funds to expand mental health resources for the young people who need them.”