The company aims to "break down unrealistic standards of perfection" by promoting inclusivity and addressing mental health initiatives and education.

[5][6] One percent of all sales are donated to the Rare Beauty Impact Fund, a part of their "commitment to give people access to the resources they need to support their mental health.

[24] The cruelty-free and vegan products were packaged with recyclable materials certified by the Forest Stewardship Council (FSC) and were printed with water-based ink.

[28][29] Going viral on TikTok, the Rare Beauty blush has made a significant impact on the brands imaging, with some saying the product is "too pigmented.

[31] To achieve that goal, a percentage of all Rare Beauty sales, along with "philanthropic foundations, corporate partners, and individuals in our community" will be donated towards the fund.

[33] For Mental Health Awareness Month, Rare Beauty launched its first GoFundMe campaign and pledged to match $200,000 of donations.

[36][37] On October 4, 2023, Gomez held her first the inaugural Rare Impact Foundation Benefit: A Night of Radiance & Reflection in Los Angeles.

[46][11] Rare Beauty has already sold US$70 million worth of liquid blush in 2022 alone, and expects to triple the company's overall sales from last year.

[48] In 2023, Rare Beauty launched its Soft Pinch Tinted Lip Oils, they sold out within 12 hours on RareBeauty.com, generating a wait-list of more than 20,000 customers.

[49] As of 2023, Rare Beauty emerged as the top index brand on TikTok and Instagram, with a combined media impact value of US$313,198,657 on the two platforms alone.