Purpose That Performs: Inside the Rare Beauty Blueprint

Rare Beauty entered one of the world’s most crowded categories and quickly became one of its most influential brands—not just by creating products people love but by building a business anchored in authenticity, community, and measurable impact. Founder Selena Gomez joins chief impact officer Elyse Cohen for a conversation about Rare Beauty’s trajectory, purpose-driven marketing, and the brand’s commitment to expanding youth mental health access through the Rare Impact Fund. Together, they’ll discuss what it takes to scale a mission-driven company, why youth mental health remains central to the brand’s strategy, and how purpose can become a lasting competitive advantage rather than just a marketing message.