Selena Gomez, Rare Beauty, and Sephora: together for mental health The “Make A Rare Impact” campaign returns to break down stigma and support young people around the world

Beauty is not just what we see in the mirror. It is also the inner voice that accompanies us, the thoughts we nurture, and the way we feel within our own skin. It is a fragile and powerful weave at the same time. Even if we sometimes forget that what defines us is not outer perfection, but the ability to recognize our worth beyond the eyes of others. It is from this awareness that the collaboration between Sephora and Rare Beauty was born, now celebrating its third consecutive year with the Make A Rare Impact campaign. A global initiative that merges the world of beauty with tangible support for mental health, transforming every purchase into an act of collective care, a gesture that goes beyond consumption and becomes part of a larger change.

The global Make A Rare Impact campaign

Rare Beauty, the brand founded by Selena Gomez in 2020, has never been just a make-up line. It was born as a manifesto of resistance against toxic beauty standards and unattainable ideals that often turn beauty into a cage. Gomez, who has personally experienced the pressures of fame and relentless judgment, chose to transform her vulnerability into strength. With Rare Beauty, she created a space where beauty is not polished perfection, but authentic self-expression, a place where products become tools for self-affirmation and encouragement, reminding users that true radiance comes from within. It is in this context that the Make A Rare Impact campaign comes to life, renewed in 2025 for its third edition. From October 10 to 12, in celebration of World Mental Health Day, Sephora and Rare Beauty by Selena Gomez will donate 100% of the sales from the new Rare Beauty fragrance collection to the Rare Impact Fund, a fund established to support access to mental health services and educational programs. The campaign spans 25 international markets, from European boutiques to Sephora at Kohl’s stores in the United States, and extending to Brazil, India, Australia, and New Zealand. Wherever there is a Sephora store, there will be an opportunity to turn a personal gesture, like buying a perfume or lipstick, into a tangible act of support for millions of young people.

The Rare Impact Fund: a project that becomes a movement

The Rare Impact Fund, established by Gomez in 2020, is far more than a charitable initiative. It is a global movement with an ambitious goal: to raise $100 million by 2030 to expand access to mental health services and youth education. To date, the fund has already surpassed $20 million, supporting 30 organizations across five continents. Behind these numbers are schools, communities, and thousands of young people who have gained access to concrete tools, psychological resources, and educational programs that would otherwise have been out of reach.

Sephora and the vision of inclusive beauty

For Sephora, supporting this campaign means reaffirming a commitment that goes beyond beauty. The company is not just a retailer, but an ally that has made diversity and inclusion the core of its identity. “We believe that beauty can positively contribute to mental well-being,” explained Deborah Yeh, Global Chief Marketing Officer of Sephora. “The Make A Rare Impact campaign highlights our commitment to making the beauty industry a safe and welcoming space for everyone. We invite our community to join us on this journey.” In 2024, thanks to the collaboration with Rare Beauty, Sephora’s donations reached over two million people and helped develop more than 445 tools dedicated to supporting mental health.