Established was tasked with creating a new brand of makeup for Selena Gomez called Rare Beauty. Working closely with Selena and her team, Established developed the idea of a brand that celebrates the individual’s unique beauty. These products aren’t about being someone else, but rather celebrating who you are. The line itself is designed to be simple and humble so that it fits into each individual person’s world, rather than imposing its own style onto the user. At the same time, it needed to be distinct and fun, with a sophistication that reflects the high quality of the formulas themselves as well as the personality of Selena herself. The line is built from simple, geometric shapes in a neutral but feminine matte peach with accents of classic gold.
The typography is a combination of a classic editorial serif with a custom-designed script font by Established to reflect a personal hand note from Selena, as well as connecting to each of the users personally.