Sephora and Rare Beauty Announce Return Of Make A Rare Impact Campaign

Sephora and Rare Beauty by Selena Gomez have announced the return of the “Make A Rare Impact” campaign in recognition of World Mental Health Day, to raise awareness and mobilize efforts in support of mental health. This year's campaign will see Sephora donate 100% of Rare Beauty’s new fine fragrance sales (all sizes of Rare Beauty by Selena Gomez Eau de Parfum + Rare Beauty by Selena Gomez Layering Eau de Parfum Balms) to the Rare Impact Fund, from 10 th October to 12 th October 2025. This will include Sephora sales in-store and online in 25 markets as well as at Sephora at Kohl’s locations across the United States.

Created in 2020 by Rare Beauty Founder and Creator Selena Gomez, the Rare Impact Fund’s mission is to mobilize $100 million for organizations expanding access to youth mental health services and education globally. Since its inception, The Rare Impact Fund has raised over $20 million and supports 30 organizations across five continents, expanding access to mental health services and education for young people.

“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 like Sephora are instrumental to pursue our mission and by contributing crucial funds to expand mental health resources for the young people who need them. For the third year in a row, we are excited to continue our impactful fundraising efforts with Sephora, one of our greatest donators who share our belief in this mission and understand the need to expand mental health resources to young people around the world." said Selena Gomez, Founder and Creator of Rare Beauty and the Rare Impact Fund.
“It is with great pride that we renew our partnership with Rare Beauty and its Rare Impact Fund. At Sephora, we are driven by our purpose to champion a world of inspiration and inclusion, values that are both shared by Rare Beauty. We believe that beauty can be a positive contributor to mental health and The Make A Rare Impact campaign emphasizes our shared commitment to making the beauty industry a safe and welcoming place for everyone. We invite our entire Sephora beauty community to help us Make a Rare Impact,” said Deborah Yeh, Global Chief Marketing Officer of Sephora.

Leveraging Sephora’s global reach, the campaign will be run in 25 markets where Sephora operates, including Australia, Brazil, Bulgaria, Canada, Czech Republic, Denmark, France, Germany, Greece, Hong Kong, Italy, India, Mexico, New Zealand, Poland, Portugal, Romania, Serbia, Spain, Sweden, Switzerland, Thailand, Turkey, the United Kingdom and the United States including Kohl’s network.

In 2024, Sephora’s 2023 donation specifically enabled Rare Impact Fund’s nonprofit partners to collectively reach more than two million people with 445 mental health resources developed and disbursed.

Elyse Cohen, Chief Impact Officer at Rare Beauty, and President of the Rare Impact Fund shared, “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 organizations 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.”
“We are proud to use our global brand and raise awareness in our community to support the Rare Impact Fund and their mission to shape positive conversations around mental health.” Said Deborah Yeh, Global Chief Marketing Officer of Sephora.