Fenty Beauty is threaten by Rare Beauty?🤔
Rihanna, as the founder of Fenty Beauty, has garnered significant recognition for her music among the millennial generation and Gen-Z in China over the past 15 years.
Additionally, the brand's notable emphasis on racial and LGBT inclusivity 🌈 in the United States has sparked a makeup trend.
Launched in September 2017, Fenty Beauty made an immediate global impact with its inclusive approach to beauty, debuting with an unprecedented 40 shades of foundation, now expanded to over 50 — setting a new industry standard for diversity.
The brand’s hero products included:
Pro Filt’r Soft Matte Longwear Foundation 🧴
Killawatt Freestyle Highlighter ✨
Gloss Bomb Universal Lip Luminizer 💋
These three products helped establish Fenty Beauty’s reputation for performance, universal appeal, and bold marketing. Rihanna’s hands-on involvement and her bold stance on representation transformed the brand into more than just a celebrity label — it became a cultural movement.
Meanwhile, Rare Beauty, a competing brand owned by equally popular singer and actress Selena Gomez, emerged during the pandemic with a strong focus on the mental health of the younger generation. ❤️🩹
When Selena Gomez founded Rare Beauty, it wasn’t just about creating makeup — it was about creating connection, confidence, and compassion.
Diagnosed with lupus, an autoimmune disease, Selena experienced moments where she couldn’t even open a mascara tube or apply products with precision due to pain and joint stiffness in her hands.
This deeply personal experience inspired the design of Rare Beauty’s packaging: soft, rounded, and easy-to-grip components — especially the signature ball-shaped caps that make products easier to open and use, even for those with limited mobility or hand dexterity.
Selena regularly shares her makeup routine on social media platforms on TikTok in west, on RED in China. Even Rare Beauty isn’t enter Chinese market yet, but the trends already there.
While, will Rare Beauty beat Fenty Beauty? Sooner or later?
In my opinion, it's possible and depends on a few key factors.
What Rare Beauty has going for it:
Emotional Connection: Selena Gomez has built a strong emotional brand, rooted in mental health, authenticity, and accessibility. That resonates deeply with Gen Z and Millennials.
Viral Products: The Soft Pinch Liquid Blush became a cult favorite, widely trending on TikTok and hard to keep in stock.
Global Expansion: The brand is rapidly expanding into international markets, including Sephora locations worldwide.
Mental Health Mission: Rare Beauty sets itself apart by donating a percentage of sales to the Rare Impact Fund, supporting mental health access.
But compared to Fenty Beauty:
Fenty has stronger global positioning (especially in complexion products and inclusive shade ranges) and benefits from Rihanna’s iconic, edgy fashion-forward image.
Fenty is more established in premium makeup artistry and partnerships, with broader product diversification (e.g. fragrance, skincare, lingerie through Savage X Fenty).
Rihanna’s personal brand spans music, fashion, and beauty, giving her a different kind of commercial reach.
AND a rumor - Selena will sell Rare Beauty soon?
In late 2023 to2024, there have indeed been rumors and speculation in the business press that Selena Gomez was considering selling Rare Beauty or exploring partnerships. Reasons cited were:
She wanted to focus more on her mental health, acting, and music.
The brand was reaching a high valuation (over $2 billion reportedly), making it attractive for acquisition by major players (e.g. LVMH, Estée Lauder, etc.).
However:
No official sale took place, and insiders suggest that while Selena explored options, she ultimately decided to stay involved (possibly waiting for better timing or strategic alignment).
Rare Beauty is still growing fast, so she may be holding out to increase brand value before exiting or partially selling.
Overall ✨
Rare Beauty is one of the most emotionally resonant brands in beauty today.
Fenty Beauty is a powerhouse with global reach and cultural edge.
Personal toughts here - if Rare Beauty continues innovating to expand product portfolios and categories, and deepens its community, it has the possibility to go beyond the benchmark in prestige beauty - Fenty Beauty!
