Nearly two years after Rare Beauty founded by Selena Gomez launched, Space NK have finally launched her line both online and in stores. After launching in early March in the UK, opinions editor, Inayah Shah, reviews Rare Beauty.
When Rare Beauty first launched in Summer 2020, fans both in the US and internationally were extremely excited about the prospect of a new celebrity makeup brand entering the beauty industry. More so, as it is a project Selena Gomez has extensively worked on and came into a fruition when we all needed some light relief from the craziness of the pandemic. The unfortunate aspect for overseas fans was that Rare Beauty was going to be a long wait before it launched internationally, but after trying the brand, I can excitedly confirm – it was well worth the wait.
Rare Beauty, named alongside and mutually inspired by her third studio album, Rare, was first launched in the UK and Ireland on SpaceNK’s online store and had the vast span of products available in the US and overseas. The collection online was an ample opportunity to grab a first look at the UK prices of the products and what was soon to be available in stores.
On 22 February, Rare Beauty finally launched in stores, with a price range starting from around £10 to the most expensive product being the foundation at £26, which fares up relatively similar to other celebrity competitors. In order to test the quality of Rare Beauty, I tried the products over the course of the week, interchanging it with my preexisting makeup routine and then doing a face completely inspired by Rare Beauty. The best way to scope this for yourself is to try the products over the course of the day, in the evening and through different weather conditions to see how your makeup lasts depending on the differing circumstances. 
Always an Optimist Pore Diffusing Primer
This primer is the perfect base to accompany any foundation you use, especially for people looking for a weightless finish to their makeup. I put the primer to the test on a warm day, and in the evening and unlike other makeup looks I have done before — the look lasted all day. It lives up to the name of being a diffusing primer and can work with and without the Rare Beauty foundation. However, the compatibility of the primer combined with the foundation is too good to miss. For the best finish, use moisturiser, SPF and let the primer sink into your skin for around 15 minutes before you apply your foundation.
Liquid Touch Weightless Foundation
I’m always sceptical and anxious when I am going to buy a new foundation. From experience, it can be daunting (and sometimes mortifying) to try out a new base. From getting colour matched, to finding a formula that works for my skin, it is normally a process which results in me trying to leave the shop as soon as possible. However, thanks to the wonderfully patient people at SpaceNK, the process was not only simple, but I felt like I could take my time in choosing the best possible foundation fit for me.
If you want to get colour matched, I would recommend going into the store and taking your go-to usual foundation shade with you to see how Rare Beauty’s products line up against your usual foundation choice. Make sure you wait a while when testing, to see how the foundation shade oxidises and how it feels on your face.
This foundation is not only brightening, but the finish is weightless (living up to its name) giving the skin an incredibly healthy glow. It is perfect for day-to-day use and similarly to the other products in the line, you do not have to use much of it to cover the areas you need. However, if you are planning to spend the evening out, use a bit more product to give you a slightly heavier look to your base. The final finish of the base, (especially with the combination of the primer and concealer) is near perfection and exposes brilliantly in photos and even better in person. In the coming months, with around the corner, I imagine this will be one of the most popular foundations to wear.
Liquid Touch Brightening Concealer
Another product which can be perfectly interchanged and swapped in with your usual makeup routine is the Liquid Touch Brightening Concealer. Again, the beauty of the product comes from how little you need to get an effective coverage on your face. The most defining feature of the concealer is how it does not crease, and if matched correctly with your foundation, can create a brightened appearance and cover any blemishes that are on your face. The combination of the primer, foundation and concealer all create a perfect harmony.
The liquid blush has been one of the most popular products since its launch two years ago and after using it, on a combination of different bases, I can finally understand and appreciate the genius of this product. Available in 11 different shades, the Soft Pinch Liquid Blush is my top recommended purchase out of all these products. A frequent point of praise for this product is not only its pigment (which is something that I cannot commend enough) but how each colour works effortlessly on a wide range of skin tones.
I have always been afraid of using extremely bright colours for blush, as I usually fear that bright pink/coral tones do not suit my skin colour, but Gomez’s blush line has helped me dismantle this fear around blushes. The Rare Beauty social media accounts regularly post people with various skin tones, using their makeup. But, putting the blushes to the test in person was an exciting opportunity to see if the blushes looked as good in person as they did in photos. I tried Happy and Joy in various combinations, sometimes together, sometimes separately and combined with a powder blush on top, and in each combination, the blush works effortlessly.
The blushes are extremely pigmented and come in a 7.5ml bottle, which means you can decide how much or how little blush you want to use, and you will not have to rush to replace them any time soon — pigment, longevity, and pure glow! To maintain a dewy and hydrated look, use the blush on its own, but if you are looking for a more compact and pressed finish to your final look, use a powder blush to add a different definition to your blush.
Perfect Strokes Universal Volumizing Mascara
Finding a mascara that works for everyone is always tricky, but Rare Beauty really meant what they said when they called this mascara, ‘Universal’. The product perfectly coats the bottom and top lashes, with a buildable formula so you can decide whether you want a striking, bold look for the evening, or a softer, subtler eye during the day.
I always struggle with finding a mascara that works for me, as I have short lashes that take a while to curl effectively, so finding a strong formula to try and make them not only stand up, but also stand out is really important. This formula has not only been successful in fulfilling everything I look for in a mascara, but it lasts all day, does not smudge easily, and adds a volume to your lashes which makes the purchase worth it!
Positive Light Liquid Luminizer
Another stand out and popular product from the first collection is the Liquid Luminizer (highlighter), which is perfect to enhance the dewy makeup look of dreams. In tandem with the blush, the highlighter is striking in adding an extra glow to your final look, and comes in a variety of shades and tones to match the everyday look you go for. For an even more glamorous finish, apply your blush with the liquid highlighter to create a glowy finish on your cheeks — a trend seen on TikTok
The pigment on the Lip Souffle Matte Lip Creams are again the perfect example where pigment reigns superior. The colours are not only striking, but they are unique to what else is available on the market. The formula of the lipsticks reminds me of the soft lip creams by NYX, which have always been praised for their highly comfortable, hydrating and smooth formula. The lip paint is not mattifying but still has lasting longevity, providing a great pop of colour to wrap up your look. Make sure your lips are well moisturised and exfoliated to maximise the finish of your lipstick.
Warm Wishes Effortless Bronzer
This product was the most surprising for me in terms of how it competes with other makeup brands and their bronzers. One of the biggest selling points of Rare Beauty is the aspect of simplifying your routine to help ease anxiety around applying makeup. Hence, I was excited for the bronzer and the fact there is no expectation to buy a matching contour, gave me the confidence to do a more relaxed look than what I usually go for. Gomez recommends applying the bronzer onto your makeup brush and then applying it to your face, to avoid over bronzing and to blend/apply the product effectively. The formula is again a high standard and a necessity to any makeup bag looking for a new bronzer.
With Gratitude Dewy Lip Balm & Stay Vulnerable Glossy Lip Balm
For those who want an alternative option to a lipstick, Rare Beauty also offers two different kinds of moisturising pigmented lip balms. If you do want to apply a lipstick over a lip balm, I would recommended the With Gratitude Dewy Lip Balm and if you’re looking for a subtle but moisturising pigment to your lips, the Stay Vulnerable Glossy Lip Balm treads on the line of the perfect lip balm and gloss to slightly lift your look.
A Selena Wonderland
As if the launch of Rare Beauty in the UK was not exciting enough, SpaceNK collaborated with Rare Beauty to set up a limited time cafe, full of sweet treats, drinks and best of all the full collection available to purchase. The attention to detail in both the aesthetic of the cafe, and the kindness of the SpaceNK makeup assistants was planned and executed to perfection, creating a calming, welcoming atmosphere throughout the store.
The SpaceNK makeup assistants were unconditionally patient with everybody who came in and the cafe really matched the tone and aesthetic of Gomez’s brand. It probably contributed to how much I bought, but the shop assistants took their time with each customer and helped me test the products until I felt comfortable and happy with the colours and tones I had chosen. They were perceptive, insightful and excited about the line – I cannot applaud SpaceNK enough for their attentiveness and kindness.
To truly create an instagrammable experience, there was a Rare Beauty photo booth to capture the good times (and that Rare Beauty glow) with your friends, and a mirror to write little notes – a regular theme through Gomez’s branding and marketing. You could hang your picture and a note on the mirror for others to see and it created a feeling of unity and love for everyone to share and contribute to.
Just Another Celebrity Brand?
There are some people with opinions that celebrity beauty brands are overcrowding the beauty industry and I do not think that is an unfair observation. It is almost overwhelming with how many beauty brands there are now, so many coming from celebrities, of all kinds from influencers to singers to actors. A main criticism of celebrity makeup brands is that they are just products with a celebrity face plastered onto the branding to sell, rather than to contribute anything meaningful to the market.
It is safe to say, Rare Beauty does not fall into this category.From the quality of the packaging, the incredibly heartwarming names of the products, to the ethos of the brand – Gomez has created this brand from start to finish and she is involved every step of the way.
The biggest selling point and why I would recommend this brand to anybody is, Gomez has demystified and created a makeup brand that is not daunting in its approach to makeup and how to apply it. It can be overwhelming for anybody starting to wear makeup to try and see what products to use or how to use them but Rare Beauty, simplifies the routine and allows you the space to find out what works best for your skin. Not only is the finish on the products highly satisfying, but it is weightless and you do not feel as though you are completely adjusting your face with your makeup. Instead you are enhancing your features and championing your perfections and flaws, with the help of Rare Beauty.
Pricing
The pricing is fairly similar to other celebrity makeup brands but after putting the products to the test, it really is worth the money you are paying. To invest in Rare Beauty, you do not have to break the bank or throw out your whole makeup routine. I would recommend finding products you want to add to your collection and see how they change the look of your makeup – I promise you the results will leave you extremely happy with your purchases.
Final Thoughts
The brand is not desperately trying to be inclusive, or ‘woke’ or politically correct. It genuinely just embodies every community and represents a whole range of skin tones, skin types and best of all – champions natural beauty above everything. Alongside Rare Beauty, Gomez launched the ‘Rare Impact Fund’ which is aiming to raise $100 dollars over the next decade to enable more people access to mental health services. Rare Beauty donates 1% of all purchases to the fund and fortunately, Gomez has now launched the fund in the UK and Ireland.
Rare Beauty is a refreshing, exciting venture for anyone who has worn makeup for years or for anybody approaching makeup for the first time. I am so excited for what else is to come from Rare Beauty and if this first launch is anything to go by – Gomez’s brand has a bright future ahead in the makeup industry and its impact will last for years to come.
Rare Beauty is available to buy now in SpaceNK stores.