#WorthTheHype: Rare Beauty Proves More Than Just a Trend

Rare Beauty, founded by global icon Selena Gomez, continues to dominate the beauty industry with products that are truly worth the hype.

Built on the ethos of self-expression, confidence, and challenging unrealistic standards of beauty, Rare Beauty is not just another makeup brand but seen as a movement that redefines the relationship between beauty and identity.

At the heart of the brand’s success are its hero products: the Soft Pinch Liquid Blush and the Positive Light Liquid Luminizer. Both globally known for their lightweight textures, blendable formulas, and long-lasting finish, these products have become cult favourites worldwide. Beauty enthusiasts and professionals alike praise their versatility as a little goes a long way, making them as practical as they are luxurious.

When it comes to price, Rare Beauty strikes a balance between accessibility and premium quality. Positioned at a mid-range price point, the brand ensures its products remain inclusive without compromising on performance. Fans consistently note that the value far exceeds the cost, as a single product can last months, offering both quality and longevity.

Selena Gomez envisioned Rare Beauty as more than makeup; she wanted to create products that inspire people to embrace who they are, rather than cover up perceived flaws. She wanted to create a brand that celebrates individuality and uniqueness sharing that makeup should be about having fun and expressing yourself, not fitting into a standard.

Shop Rare Beauty for yourself at Sephora Middle East.

Building on its global success, Rare Beauty is now expanding beyond makeup into the world of fragrance. The new line will feature perfumes and a unique Fragrance Layering Balm, giving fans an entirely new way to express themselves through scent. Just like its makeup collection, the fragrance range is designed to be versatile, personal, and deeply connected to individuality, further cementing Rare Beauty’s mission to redefine beauty and self-expression.

With its thoughtful formulas, inclusive shade ranges, and empowering message, Rare Beauty continues to prove why it is #WorthTheHype and why its community of fans keeps growing every day.