Sephora and Rare Beauty reunite to mark world mental health day

Sephora is once again teaming up with Rare Beauty by Selena Gomez for its annual “Make a rare impact” campaign, marking the third year the partnership has aligned with World Mental Health Day.

From 10 to 12 October 2025, Sephora will donate 100% of new Rare Beauty fine fragrance sales to the Rare Impact Fund. The initiative spans in-store and online purchases across 25 markets, including Australia, Brazil, Canada, France, Hong Kong SAR, India, the UK, the US, and Sephora at Kohl’s locations.

Launched in 2020 by Gomez, the Rare Impact Fund aims to mobilise US$100 million for organisations expanding access to youth mental health services and education worldwide. Since its inception, it has raised over US$20 million and supports 30 organisations across five continents.

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Sephora’s global presence amplifies the campaign’s reach, giving Rare Beauty a platform to extend its philanthropic impact. In 2024, the brand’s donation helped nonprofit partners reach more than two million people, distributing 445 mental health resources.

By combining retail influence with a social cause, Sephora and Rare Beauty continue to demonstrate how beauty brands can integrate purpose-driven initiatives into their marketing strategies, while mobilising communities around mental health awareness.

“Five years ago, we launched the Rare Impact Fund with a simple goal: to help more young people around the world feel seen, supported, and cared for. Our partners such as Sephora are instrumental to pursue our mission and by contributing crucial funds to expand mental health resources for the young people who need them," said Gomez, founder and creator of Rare Beauty and the Rare Impact Fund.

She added, "For the third year in a row, we are excited to continue our impactful fundraising efforts with Sephora, one of our greatest donors who share our belief in this mission and understand the need to expand mental health resources to young people around the world." 

In tandem, Elyse Cohen, chief impact officer at Rare Beauty, and president of the Rare Impact Fund said, “Our continued partnership with Sephora on the 'Make a rare impact' campaign reflects a shared belief in the power of collective action. With their support, and through the work of our dedicated nonprofit partners, the Rare Impact Fund has reached over one million young people each year and supported nearly 3,000 schools and organisations around the world."

"This campaign is a clear example of what's possible when brands, nonprofits and communities come together, not just to raise awareness, but to expand access and build lasting support for youth mental health," she added. 

Commitment to inclusivity

Jenny Cheah, managing director for Southeast Asia, Oceania, and India at Sephora, highlighted the brand’s excitement at extending its partnership with Rare Beauty for a third year. She emphasised Sephora’s commitment to fostering a more inclusive beauty landscape, a vision aligned with Rare Beauty’s mission.

Cheah noted that in Asia-Pacific, where mental health challenges affect a significant portion of the population, feeling beautiful can have a meaningful positive impact. She described the “Make a rare impact” campaign as a reflection of both brands’ dedication to creating a supportive beauty environment and encouraged the Sephora community to take part in the initiative.

Sephora’s commitment to mental health and inclusivity extends beyond World Mental Health Day. Earlier this year, the brand marked Pride Month with its “We belong to something beautiful” campaign, powered by Haus Labs by Lady Gaga and the Born This Way Foundation. From 1 to 30 June, US$1 from every Haus Labs purchase across 20 markets, including Singapore, the US, UK, France, and Germany, was donated to the Kindness in Community Fund, which supports grassroots organisations focused on LGBTQIA+ youth mental health and safe spaces.

The campaign also brought back Sephora’s “Brave spaces” in 74 stores worldwide, including Singapore and the US. These zones offer a welcoming environment for LGBTQIA+ customers and allies to create or remove Pride looks, guided by trained beauty advisors.

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