Sephora and Rare Beauty are teaming up once again for Mental Health Day.

The Make a Rare Impact campaign is returning, which will see Sephora donate 100 percent of global Rare Beauty sales to the Rare Impact Fund on Oct. 10 for a second year in a row.
Founded in 2020 by Rare Beauty’s founder and creator Selena Gomez, the Rare Impact Fund is on a mission to mobilize $100 million for organizations increasing access to youth mental health services and education globally.

As part of this, Rare Beauty donates 1 percent of sales directly to the Rare Impact Fund and the Rare Impact Fund raises additional funds with support from philanthropic foundations, individuals, corporate partners like Sephora and the Rare Beauty community.

Gomez said: “The mental health crisis continues to impact young people disproportionately and partners like Sephora are instrumental, not only by believing in this mission, but by contributing crucial funds to expand mental health resources for the young people who need them.”

Rare Beauty launched at Sephora in 2020. According to industry sources, the company’s net sales in 2023 were around $350 million.

When asked if he expects more sales on Oct. 10 than last year, Scott Friedman, chief executive officer at Rare Beauty, told WWD: “As people become more and more aware of our mission and aware of the brand and aware of our partnership with Sephora, I do expect that it will increase this year over last year.”

As for if this will become an annual event, he stressed that he is focusing on one year at a time: “I really am so appreciative of Sephora agreeing to do this, or not just agreeing, but wanting to do this for the second year in a row.”

Chief executive officer Guillaume Motte underscored Gomez’s power.

“When I met Selena, the true topic of our discussion was less about business. We did discuss business obviously, but the reality of the connection was when she explained how committed she was to support her foundation,” he said. “I thought ‘We have an opportunity to do something bigger than the products, to give back to the community.’ We’re going to partner to give back to the Rare Impact Fund. That’s where it started last year. And we are very proud to continue and be even more ambitious this year. Because I think that together with our brand partners, we can have an impact. We can, at our own level, make this world a better place. For us, it is part of who we are: offering the best brands and products and ensuring we have a positive impact.”