The Best Celebrity Beauty Brand? Rare Beauty, Duh!

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I have celebrity magnificence manufacturer burnout. At any time considering that Kylie Jenner introduced Kylie Cosmetics in 2015, it looks each other A-lister has slapped their title on skincare, makeup, hair care, or fragrance (or a blend of all 4). It is really pretty much difficult to continue to keep up with the amount at which Hollywood churns out these star-powered imprints.

In case you require a refresher — to start with came Kylie Cosmetics, then came Ariana Grande fragrance. Then came Eva Mendes’ now-discontinued Circa Natural beauty, then Rihanna’s Fenty Splendor. From there: Kim Kardashian’s KKW Elegance (now SKKN by Kim), Paris Hilton’s ProDNA, Madonna’s MDNA, Lady Gaga’s Haus Laboratories, Millie Bobby Brown’s Florence by Mills, Victoria Beckham Elegance, Tracee Ellis Ross’ Sample Attractiveness, Addison Rae’s Product Beauty, Pharrell Williams’ Humanrace, Alicia Keys’ Keys Soulcare, JLo Attractiveness, Halsey’s about-encounter… and lots of more.

Some of these manufacturers are excellent. Some are lousy. Some are obvious cash-grabs that bear zero marker of any meaningful involvement by its celeb founder. But even as I balk at the notion of still another actor or singer launching a magnificence brand, one celeb imprint has managed to capture my focus — and preserve me hooked.

Uncommon Splendor, introduced by Selena Gomez in 2020, is the Platonic ideal of a celebrity attractiveness manufacturer. Gomez is the facial area of the model, but she will not dominate its marketing and advertising. The items are economical, and they perform — in fact, various have long gone viral on TikTok. The organization champions a cause close to its founder’s heart (psychological health and fitness obtain).

But most importantly, Rare Splendor does not faux to be a thing it is not. In essence, the manufacturer is about uncomplicated, easy-to-use make-up — no bells and whistles. It doesn’t tread on the territory of pre-current brand names, no matter if it be Pat McGrath’s substantial-gloss luxurious or Glossier’s cooler-than-thou branding. Uncommon Beauty stays in its lane, a significantly admirable trait in an oversaturated cosmetics market.

Uncommon Beauty’s earnestness is primarily evident in its newest selection, Form Terms. The array of 10 lipsticks and lipliners boast welcoming, un-intimidating shade names these as “Gifted,” “Deserving,” and “Humble.” The hues are also approachable, spanning the realm of pink nudes and mauve-y browns.

Into the abyss I shout: Rare Attractiveness, make sure you never ever, at any time alter.

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