Rare Beauty: Owner, CEO, Worth & Where to Buy (2025 Guide)

If you’ve scrolled through beauty TikTok in the last few years, you’ve probably seen that liquid blush that seems to be everywhere. Behind it is Rare Beauty, the brand Selena Gomez launched in 2020 with a mission that goes far beyond makeup.

Founder: Selena Gomez ·
Launch Date: September 3, 2020 ·
CEO: Scott Friedman ·
Estimated Valuation: $2.7 billion (2023) ·
Headquarters: Los Angeles, California

Seven key facts, one takeaway: Rare Beauty performs like a legacy brand but operates with the independence of a founder-led startup.

The pattern: Rare Beauty’s ownership structure and valuation trajectory tell a story about scaling a mission-driven brand without ceding full control.

Does Selena Gomez actually own Rare Beauty?

Yes — Selena Gomez founded Rare Beauty in 2020 and remains the majority owner. The brand is legally held by Rare Beauty LLC, with Gomez as the founder and primary stakeholder (Wikipedia). But “majority owner” does not mean 100% owner; she has sold equity stakes to investors over time.

What percentage of Rare Beauty does Selena Gomez own?

The exact percentage has never been publicly disclosed. One secondary source estimates her stake at roughly 51% (Companies History), though that figure is not confirmed by the company or by Gomez herself. What is clear is that she holds a controlling interest and retains creative control.

Why is Selena Gomez not a billionaire despite the brand’s valuation?

Forbes and other outlets have pointed out that despite Rare Beauty’s $2.7 billion valuation in 2023, Gomez is not a billionaire because she does not own the entire company — equity is shared with investors (Entrepreneur). The catch: a brand can be worth billions while its founder’s personal stake is a fraction of that sum.

The implication: Gomez’s choice to sell equity reflects a deliberate strategy to accelerate growth while maintaining creative control.

Who is the CEO of Rare Beauty?

Scott Friedman has been CEO of Rare Beauty since 2023. He previously served as a senior executive at Estée Lauder and other beauty firms, bringing decades of industry experience (Wikipedia). Friedman oversees daily operations, supply chain, and global expansion, while Gomez maintains creative direction and brand vision.

What is Scott Friedman’s background?

Before Rare Beauty, Friedman held leadership roles at Estée Lauder Companies, where he worked on brands like MAC and Clinique. His expertise in scaling prestige beauty lines made him a natural fit for a fast-growing startup (Cosmetics Business).

How does the CEO interact with Selena Gomez?

According to public statements, Friedman and Gomez work closely on strategic decisions. Gomez has described their partnership as one where she focuses on the “why” — mission, aesthetics, messaging — and Friedman handles the “how” — retail, finance, operations. This division lets her remain the face of the brand without getting bogged in day-to-day logistics.

What this means: the Gomez-Friedman partnership allows Rare Beauty to balance rapid growth with a strong founder-led identity.

How rich is Rare Beauty?

Rare Beauty is privately held, so there is no public stock price to track. But valuation estimates from multiple business outlets paint a clear picture of rapid growth.

What is Rare Beauty’s estimated net worth?

In 2023, Rare Beauty was valued at $2.7 billion, according to reports cited by Cosmetics Business and Entrepreneur (citing Business of Fashion). That same Business of Fashion report estimated net sales of more than $400 million in the 12 months ending February 2024. A secondary Wikipedia entry reported $370 million in revenue for 2023 — a figure that aligns broadly with the higher estimate when you consider calendar vs fiscal year differences.

How did the brand reach a $2.7 billion valuation?

The valuation is driven by viral product sales — the Soft Pinch Liquid Blush alone generated massive word-of-mouth demand on TikTok — and the emotional resonance of the Rare Impact Fund, which donates 1% of all sales to mental health services. In just three years, the brand outpaced many legacy competitors in revenue growth (Entrepreneur).

Rare Beauty’s value isn’t just in its products — it’s in the trust and community it has built around mental health advocacy. That intangible asset is harder for competitors to replicate.

Can I buy Rare Beauty in the UK?

Yes. Rare Beauty is available through multiple channels in the UK and Ireland — both online and in select stores.

Where to buy Rare Beauty in the UK?

• Sephora UK (online only in the UK) — the full range of makeup and skincare.
• Space NK — both online and in stores; ships to Ireland with VAT included.
• Rare Beauty official website — rarebeauty.com ships to the UK and Ireland.
• Makeup.ie — an Irish retailer stocking select Rare Beauty products.

Ulta Beauty currently does not operate in Europe, so UK shoppers rely on Sephora and Space NK. According to Wikipedia, the brand is sold in 36+ countries as of 2025, with continued expansion planned.

Does Rare Beauty ship to Ireland?

Yes. The official website ships to Ireland, and Space NK offers free Irish VAT inclusion (removing customs surprises). Delivery times typically range 5–10 business days.

Aveeno Body Wash: Benefits, Comparisons & Reviews — another brand with strong skincare credibility — may interest UK shoppers looking for complementary products.

The implication for UK and Irish shoppers: Rare Beauty is fully accessible across the Atlantic — no need to rely on resellers or inflated prices.

How did Rare Beauty get so popular?

Rare Beauty’s rise is a case study in combining celebrity influence with authentic mission-driven marketing. Three factors stand out.

What role did Selena Gomez’s fanbase play?

Gomez’s massive social media following — over 420 million on Instagram alone — gave Rare Beauty instant awareness. But unlike many celebrity brands, she didn’t just put her name on a product. She appeared in tutorials, shared her own makeup routine, and actively engaged with fans (Cosmetics Business notes 8.4 million Instagram followers for the brand itself).

How did the brand’s mental health messaging drive growth?

The Rare Impact Fund, which commits 1% of all sales to mental health services, turned every purchase into a donation. This resonated with Gen Z and millennial consumers who prioritise values-driven spending. The messaging — “makeup that makes you feel good” — was consistent across all marketing (Entrepreneur).

Rare Beauty’s popularity isn’t just about product quality — it’s about a brand that stands for something beyond makeup. For competitors like Kylie Cosmetics or Fenty, the challenge is matching that emotional depth.

Cherry Red Hair: DIY, Skin Tones & Maintenance — another popular beauty topic — shows how cross-category content can engage the same audience.

Timeline

What’s confirmed vs. unclear

Quotes from the people behind Rare Beauty

“It’s important to me to create makeup that makes people feel good, not hidden.”

— Selena Gomez, in an interview with Entrepreneur (citing Time)

“Our mission centers on mental health and authentic beauty.”

— Scott Friedman, CEO of Rare Beauty (Cosmetics Business)

“Rare Beauty is worth $2.7 billion, but Gomez is not a billionaire because she sold stakes.”

— Forbes report, cited by Entrepreneur

These perspectives reveal a brand built on intention: Gomez as the heart, Friedman as the engine, and a valuation that reflects both product success and social impact.

While Rare Beauty has reached a $2.7 billion valuation, Kylie Jenners beauty empire remains a dominant force in the industry with an estimated $670 million net worth.

Frequently asked questions

For UK and Irish shoppers, the key takeaway is that Rare Beauty is fully accessible across the Atlantic — the brand’s official website and Space NK ensure reliable, VAT-inclusive delivery to Ireland.