Brand Comparison
Rare Beauty vs Beauty of Joseon
A head-to-head comparison of two popular K-beauty brands. Which one is right for your skin?
Our Pick
Beauty of Joseon
Higher editor rating (9 vs 8.4)
Rare Beauty
Rare Beauty is the celebrity brand that did the celebrity-brand model better than any of its peers. Selena Gomez launched the brand in September 2020 with a thesis that beauty is a tool for self-expression rather than a path to perfection — and built a 1% revenue commitment to mental-health initiatives (Rare Impact Fund) into the brand structure from day one. The makeup line is what built the cultural moment: [Soft Pinch Liquid Blush](https://www.rarebeauty.com) became 2021-2022's most-virally-replicated beauty product, [Positive Light Tinted Moisturizer SPF](/products/rare-beauty-positive-light-tinted-moisturizer-spf-20) bridges makeup and skincare, and the Always an Optimist line covers prep-and-setting. The Find Comfort wellness line ([body lotion](/products/rare-beauty-find-comfort-hydrating-body-lotion), [body mist](/products/rare-beauty-find-comfort-soothing-body-mist), [soothing cream](/products/rare-beauty-find-comfort-on-the-go-soothing-cream)) extends the mental-health positioning into self-care rituals. Sephora distribution globally, with the brand consistently ranking among Sephora's top-10 best-sellers.
Pros
- ✓ genuine mental-health-led brand mission with the Rare Impact Fund — 1% of revenue committed
- ✓ Soft Pinch Liquid Blush is one of the most-replicated beauty products of the 2020s
- ✓ Selena Gomez's authentic founder voice (vs typical celebrity brand absentee model)
- ✓ accessible Sephora pricing — most products under $30
- ✓ wide shade ranges across foundation, blush, lipstick
Cons
- ✗ primarily a makeup brand — skincare line is limited to Find Comfort body care
- ✗ pricing is accessible but not budget
- ✗ Find Comfort line is small — not a complete skincare regimen
- ✗ brand positioning leans heavily on the Selena celebrity halo
