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Rare Beauty released Rare Beginnings Eau de Parfum, alongside two new fragrance layering balms and a travel-size and miniature set, marking Selena Gomez’s second scent since the label entered fragrance last year.
Both the eau de parfum and the balms are now live on RareBeauty.com and Sephora.com, with the 50 ml bottle priced at $78 in the US. The scent follows one year after the launch of Rare Eau de Parfum, a caramel and pink pepper gourmand that won the Fragrance of the Year at this year’s Fragrance Awards.
Perfumer Jerome Epinette built Rare Beginnings around pear nectar, with pistachio, gardenia, jasmine, and vanilla bean layered in behind it. Epinette also developed the original Rare Eau de Parfum and worked from conversations with Gomez directly. He has called pear the ingredient that invites you into the fragrance, the one he credits with capturing a sense of happiness. Pistachio, he said, adds an addictive quality on top of that.
Gomez said in the brand’s press release that she tries to look at each day as a new opportunity, adding that she wanted the fragrance to capture that feeling of possibility, bright and sweet. The brand’s own campaign framing goes further, built around themes of transformation, confidence, and self-discovery.
The bottle itself carries its own design story. It was developed in partnership with certified hand therapists and packaging engineers, built for an easier grip than traditional fragrance bottles.
Rare Beauty has released two companion balms alongside the eau de parfum. Sweet Marshmallow combines orchid, marshmallow, and musk. Fruity Pear pairs pear with lotus blossom and white wood. Both are designed to sit on top of the base fragrance and adjust it, thickening the scent or brightening it depending on which one gets used. Neither balm is sold as a standalone fragrance.
Joyce Kim has drawn a clear line between the two fragrances and where Gomez was in her life when each one launched. She has connected the debut fragrance to a specific period in Gomez’s career, one where she was juggling her music and acting work alongside Rare Beauty’s early days as a business. Kim tied Rare Beginnings specifically to Gomez’s engagement and marriage, describing it in interviews as a fragrance built around a new romantic chapter.
The campaign film is directed by Hans Neumann and produced by Fred & Farid Paris. It is a story built on memory and the idea of starting over.
The fragrance launch lands on the back of a bigger year for Rare Beauty at retail. The brand marked its first retail expansion in February, since it launched in 2020. It became available at all 1,500-plus Ulta Beauty stores and Ulta.com nationwide.
The expansion put Rare Beauty’s hero products, including Soft Pinch Liquid Blush, Brow Harmony Flexible Lifting Gel, and Warm Wishes Effortless Bronzer Stick, in front of an entirely new customer base. Two Ulta-only bundles launched alongside it, a three-piece set and a lash-and-brow duo, both carrying Gomez’s favourites.
Cosmetify’s brand index later placed Rare Beauty seventh for combined follower count, engagement rate, and search visibility in the same ranking cycle that tracked Kylie.
Rare Beauty’s August anniversary lands in a year when celebrity fragrance has become one of retail’s more closely watched categories. Ulta Beauty’s own curation of celebrity lines, including fragrances from Sabrina Carpenter, Billie Eilish, and Ariana Grande, helped push the retailer to $3.2 billion in net sales for the first quarter of 2026, with fragrance its fastest-growing category. Sephora added Billie Eilish’s line to its own fragrance floor in March.
Carpenter’s reach gives a sense of how fast celebrity-owned fragrances are moving. Data from Klarna shows her Sweet Tooth line was the only celebrity fragrance to crack the top 10 in beauty sales over the 2025 Black Friday weekend. February was the brand’s highest-sales month that year, and sales climbed 95 percent between October and November as her tour resumed in the US. YipitData puts Sweet Tooth’s US sales at just over $11 million for 2025, a 10 percent rise on the year before.
Bella Hadid’s Orebella sits in a different lane entirely, built on an alcohol-free, skin-focused formula rather than a traditional spray. Industry estimates put the brand’s full-year 2026 revenue between $20 million and $30 million, distributed across roughly 2,500 points of sale, including Ulta, Selfridges, The Perfume Shop, LookFantastic, and Boots.
Gomez previewed Rare Beginnings at a Sephora UK launch event and pop-up in London on July 27. The fragrance launched officially on August 7, with early access through the Sephora app from August 6.
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