Brand Comparison
Rare Beauty vs COSRX
A head-to-head comparison of two popular K-beauty brands. Which one is right for your skin?
Our Pick
COSRX
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
