Rare Beauty - Selena’s main reason behind the brand was to create products to promote and contribute to inclusivity. For example, the bottle caps for the Rare Beauty blushes are rounded in order to provide accessibility. This is a personal feature for Selena herself as she also benefits from the unique design; this creates authenticity behind the brand’s name and image (it’s not inclusivity for inclusivity’s sake). Additionally the extremely varied shade ranges provide foundation matches (especially for darker skin tones) that otherwise are lacking from other major brands.