Rare Beauty Chief Impact Officer Elyse Cohen said the cosmetics brand is working to shift the industry toward authenticity and social impact.

This movement represents a departure from traditional beauty standards that prioritize concealment. By focusing on self-expression and charitable giving, the brand aims to redefine how cosmetics companies interact with their customers, and the broader community.

Speaking on the CNBC Changemakers and Power Players podcast on April 28, 2026 [2], Cohen addressed the historical trajectory of the sector. She said the beauty industry has historically been "all about covering up who you are".

To counter this trend, Rare Beauty is implementing a financial commitment to social causes. The company pledges to donate one percent [1] of its sales to charitable causes. Cohen said this pledge is "above gold standard" [1].

Beyond financial donations, Cohen highlighted the importance of advocating for women's career advancement. The brand's strategy involves promoting genuine self-expression, and supporting professional growth for women within the industry.

This approach seeks to transform the industry from a focus on covering up identity toward measurable social impact. Cohen said the goal is to create a sustainable model where business growth and social progress occur simultaneously.

“The beauty industry has historically been "all about covering up who you are".”

Rare Beauty is leveraging the influence of its founder, Selena Gomez, to move the cosmetics market away from 'perfectionism' and toward 'impact-driven' capitalism. By tying a fixed percentage of total sales to charity and explicitly targeting women's professional advancement, the company is attempting to set a new operational benchmark for corporate social responsibility in the beauty sector.