Rare Beauty, the beloved beauty brand founded by singer and actress Selena Gomez, is taking a bold new step into the world of scent. The brand has officially announced the launch of its first-ever eau de parfum, accompanied by a range of complementary Fragrance Layering Balms designed to create custom, mood-based scent experiences.
More than just another fragrance launch, Rare Beauty’s debut in the category reflects two of the brand’s hallmarks: thoughtful artistry and radical inclusivity. The perfume is crafted in France with renowned perfumer Jérôme Epinette of Robertet and blends gourmand and spicy notes in an inviting, versatile composition. The bottle itself is a feat of inclusive design, created with care for those with dexterity challenges.
A Scent Profile Designed to Evolve
Rare Beauty’s eau de parfum brings together caramel, pistachio, pink pepper, vanilla, and ginger, melting into a warm base of sandalwood. The formula features ingredients sourced globally, pink pepper from Australia, ginger from Nigeria, upcycled cocoa beans from West Africa, sandalwood from New Caledonia, and tonka beans from Venezuela to create a fragrance that’s both indulgent and sophisticated.
The scent is made to be worn solo or layered with one of four Fragrance Layering Balms: Woody Oak, Floral Peony Blossom, Amber Vanilla, and Fresh Bergamot. The primers allow the wearer to tailor the fragrance to their mood or the moment.
As Selena Gomez explains,
“My days are never the same, so I wanted a fragrance that evolves for the moment. Something that could take me from a quiet morning at home to a big night out—and always feels just right.”
Inclusivity in Every Detail
In keeping with Rare Beauty’s mission of accessibility in beauty, Gomez and her team ensured the fragrance bottle was designed for comfortable use by people of all abilities. The brand collaborated with certified hand therapists and a team of packaging engineers to create a luxurious yet ergonomic bottle that can be operated with ease, even by those with limited grip strength or dexterity.
One of the innovations is an oversized actuator, a pump mechanism that’s broader and easier to press compared to the thin, precision sprayers seen in most perfume bottles.
Backed by Consumer Testing
This design decision wasn’t just theoretical; it was tested. The average results of the consumer study of individuals with mild to severe upper extremity impairments, the oversized pump proved to be far more accessible:
- 96% of participants said the actuator was easier to press with any part of the hand or body.
- 95% said the bottle shape allowed for a more secure grip.
- 90% agreed that the actuator size made it easier to twist, unlock, and lock the cap.
- Another 90% said the pump’s size and shape helped them spray the fragrance more easily.
With such a high approval rate, Rare Beauty’s inclusive bottle design may set a new standard for accessibility in the fragrance industry.
From Morning Calm to Evening Glamour
The fragrance and primers were designed with versatility in mind. A single spritz of the eau de parfum offers a balanced blend of warmth and spice, while the primers allow the fragrance to be subtly shifted: Woody Oak for earthiness, Floral Peony Blossom for brightness, Amber Vanilla for depth, and Fresh Bergamot for a crisp, energizing twist.
This customization reflects Gomez’s own lifestyle and beauty philosophy. Life is dynamic, and fragrance should adapt with it. As she notes, the goal was to create something that “always feels just right” no matter the time or place.
More Than Just Perfume
Since launching Rare Beauty, Selena Gomez has positioned the brand as a leader in beauty that puts people first, championing mental health awareness and promoting authentic self-expression. This latest category expansion continues that ethos, proving that inclusivity can be seamlessly woven into luxury products.
By launching both an eau de parfum and a range of layering primers, Rare Beauty is entering the fragrance space not with a single signature scent, but with a complete fragrance system. It allows customers to experiment and express themselves while benefiting from a thoughtful, user-friendly bottle design.
A Possible Game-Changer for the Fragrance Industry
Fragrance packaging has often been more about aesthetics than accessibility, but Rare Beauty’s focus on ergonomic, inclusive design could spark important industry-wide changes. In an era where consumers increasingly seek brands that align with their values, this launch ticks both boxes: exceptional sensory experience and forward-thinking inclusivity.
Given the brand’s track record in color cosmetics and its loyal fan base, Rare Beauty’s fragrance expansion is poised to be one of the biggest beauty launches of the year.
