When a celebrity puts their name behind a brand, the runway to success is often shorter, fueled by pop culture momentum, loyal fandoms, and visibility money can’t always guarantee. Rare Beauty by Selena Gomez didn’t just ride that wave, but also helped reshape it. From day one, the brand stood out with its unapologetic message of emotional wellness and its ability to build an authentic, engaged community, backed by products that genuinely deliver.
Using the Charm analytics, this ranking shows how quickly Rare Beauty is scaling through TikTok Shop sales, estimated revenue, and demographic reach. Paired with the Charm Growth and Success Scores (rated 0 to 100), which evaluate social engagement, reseller distribution, website traffic, and other performance signals, the data provides a clear picture of the brand’s staying power.
Key Takeaways
- Rare Beauty holds one of the highest Charm Success Scores at 99.74, showing strong brand stability.
- TikTok Shop sales reached $1.09M in the first half of 2025, led by the Soft Pinch Blush + Luminizer Set.
- Instagram followers grew by 900K in one year, reflecting continued social momentum.
- Revenue patterns suggest strong seasonal sales, with opportunities to boost mid-year performance.
Rare Beauty by Selena Gomez: Growth, Success and Social Reach
Launched in 2020, Rare Beauty by Selena Gomez quickly distinguished itself in a crowded beauty market with a mission rooted in mental health advocacy and self-acceptance. The brand built its reputation on inclusivity, transparency, and a consistent connection to its audience, making it more than just another celebrity beauty line. Product launches often tie back to its mission, reinforcing its authenticity in a competitive category.
Rare Beauty currently holds a Charm Growth Score of 87.19 and a near-perfect Charm Success Score of 99.74, signaling exceptional sales momentum and sustained consumer interest. With an estimated annual revenue between $50M–$100M, the brand’s reach spans Instagram (8.3M followers), TikTok (4.6M), and Facebook (141K).
Rare Beauty: TikTok Shop Sales Performance
In the first half of 2025, Rare Beauty generated $1,099,149 in TikTok Shop revenue, underscoring the platform’s importance as a sales driver for celebrity beauty brands. Its top-selling item, the Soft Pinch Blush + Positive Light Luminizer Set contributed $191,370, reflecting how bundled offerings can appeal to shoppers seeking value and variety.
Monthly performance reveals clear seasonality: sales surged in January at over $300K, likely boosted by holiday gift card spending and New Year beauty trends. However, sales tapered through the spring months, signaling either reduced promotional activity or consumer budget tightening. By June, revenue showed a modest rebound, hinting at new campaigns or restocked inventory.
This pattern highlights both Rare Beauty’s potential to activate large-scale sales during peak shopping moments and its need to strengthen mid-year engagement with fresh launches, influencer campaigns, or TikTok-exclusive product drops.
Where Celebrity Brands Truly Win and Lose
Charm’s dataset tracks over 5 million DTC brands, offering AI-powered insights that measure both short-term growth and long-term staying power. Rare Beauty’s performance shows that celebrity-backed brands can translate cultural influence into sustained ecommerce success. When supported by strong product-market fit, loyal communities, and consistent marketing execution.
Download the full report to get full insights into celebrity brands and how they rank in terms of success.
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