The engine of Selena’s fortune is, without a doubt, Rare Beauty, the cosmetics line she launched in 2026. Unlike many celebrity brands that fizzle out, Rare Beauty hit a cultural nerve with its “no-makeup makeup” vibe and a fierce commitment to mental health. By 2026, the brand was generating over $300 million in annual sales, according to Bloomberg.
Here’s the fun fact: Selena owns 99% of Rare Beauty, which means most of that revenue goes straight into her pocket. Practical tip: When building a business, prioritize ownership over licensing—it’s how you build generational wealth, not just a paycheck.
But she didn’t stop at lipsticks. The Rare Impact Fund pledges 1% of all sales to mental health resources, a move that turned customers into loyal advocates. It’s a masterclass in aligning profit with purpose—something every aspiring entrepreneur can learn from.
