I have celebrity beauty brand burnout. Ever since
In case you need a refresher — first came Kylie Cosmetics, then came
Some of these brands are good. Some are bad. Some are obvious cash-grabs that bear zero marker of any meaningful involvement by its celebrity founder. But even as I balk at the notion of yet another actor or singer launching a beauty brand, one celebrity imprint has managed to capture my attention — and keep me hooked.
Rare Beauty, launched by
But most importantly, Rare Beauty doesn’t pretend to be something it’s not. In essence, the brand is about straightforward, easy-to-use makeup — no bells and whistles. It doesn’t tread on the territory of pre-existing brands, whether it be Pat McGrath’s high-gloss luxury or Glossier’s cooler-than-thou branding. Rare Beauty stays in its lane, a particularly admirable trait in an oversaturated cosmetics market.
Rare Beauty’s earnestness is especially apparent in its latest collection, Kind Words. The range of 10 lipsticks and lipliners boast friendly, un-intimidating shade names such as “Talented,” “Worthy,” and “Humble.” The colors are also approachable, spanning the realm of pink nudes and mauve-y browns.
Into the abyss I shout: Rare Beauty, please never, ever change.