$2.7B Rare Beauty Puts Selena Gomez on Top of 2025 Celebrity Brands, Ahead of Hailey Bieber and Other Heavyweights

Selena Gomez did that thing where a celebrity brand actually becomes the brand. Rare Beauty isn’t just having a good year; it basically ran the table.

Where the numbers land

A new report from Fresha (shared with trade outlet Cosmetics Business) ranked Rare Beauty as the most popular brand in the beauty and wellness space this year with a 9.48 out of 10. That puts Gomez ahead of some very famous company: Kylie Jenner’s Kylie Cosmetics, Rihanna’s Fenty Beauty, and Hailey Bieber’s Rhode all trailed her.

Add in the money picture: Fortune Magazine pegs Rare Beauty’s valuation at around $2.7 billion. For a company that launched in late 2020, that’s a fast climb and a pretty loud reminder that Gomez isn’t just a face on the box; she’s a legit operator.

Why the brand hits the way it does

Rare is vegan, cruelty-free, and built around a mission that actually shows up in the work. The company talks a lot about self-acceptance, mental health, and celebrating what it calls the beauty of imperfections, and it backs that up with its Rare Impact Fund. Gomez just hosted the fund’s third annual benefit, which pulled in more than $600,000 for youth mental health services. That kind of purpose-forward approach is catnip for Gen Z and millennials, and it’s clearly good for business too.

Also worth noting: Gomez has said she tries not to obsess over competitors or get lost in the logistics treadmill. Translation: focus on your own lane, serve the community you built, and let the scoreboard speak for itself.

What’s next for Rare

"I’m so grateful that I’m in this place in my life where, you know, things could have looked differently, and the future for Rare for me is just the fact that we want to continue to create products. There’s still so much more room, there’s still so much more places we could go."

That’s Gomez to WWD, and she’s already moving on it. Rare just rolled out its first fragrance, and the bottle wasn’t an afterthought: it comes with a more comfortable dispenser designed for people with limited dexterity. Smart, practical, inclusive — and yes, on brand.

• Brand: Rare Beauty
• Founder: Selena Gomez
• Launch: September 3, 2020
• Status: Most popular beauty/wellness brand this year per Fresha (score: 9.48/10)
• Valuation: About $2.7 billion (Fortune Magazine)
• Positioning: Vegan, cruelty-free, mission-led around self-acceptance and mental health
• Impact: Third annual Rare Impact Fund benefit raised $600,000+ for youth mental health
• Expansion: First fragrance launched with accessibility-focused packaging
• Competition: Outpaced Kylie Cosmetics, Fenty Beauty, and Rhode in Fresha’s ranking

Short version: the brand has the receipts, the resonance, and a founder who actually shows up. Not a bad combo.