- 8 minutes ago
Elyse Cohen, chief impact officer at Rare Beauty Cosmetics, accepted the Excellence in Beauty Philanthropy Award for Rare Beauty cosmetics creator Selena Gomez, who had many fans in the audience, but was under the weather and unable to attend. She was presented with the award by Jenny B. Fine, WWD's executive editor, beauty.
Category
✨
PeopleTranscript
00:02Elise, welcome. We're so excited to have you here on behalf of Selena Gomez accepting the
00:10Excellence in Beauty Philanthropy Award. Thank you so much. Thank you for having me,
00:15and I am sorry Selena is not with us. Trust me, there is no one more disappointed than I am,
00:22because being the backup to a superstar is not on my list of things I wanted to do. But thank
00:30you
00:31for having us. We're really excited. This award is really so fitting for Selena, because when she
00:38launched Rare Beauty, she made the unprecedented at the time decision to donate 1% of all sales to
00:44the Rare Impact Fund. And what's striking about this is that she made that decision before even
00:51launching one single solitary product and not knowing that the line was going to be the huge
00:57hit that it is today. Why was this so important to her? I think, you know, for Selena, she's always
01:03been mission first. And truly, that is how the business has been built. We really wanted to
01:09create this white space. And there was this opportunity to leverage the beauty industry
01:14with a mission that speaks so personally to her and really an industry that historically,
01:20you know, has been framed to cover up what makes you unique and, you know, these unrealistic
01:27standards of perfection. And for Selena, she's always been in a makeup chair since she was seven
01:33and really felt the struggle. And so she wanted to start with something really, really bold. And I
01:39think in many ways, that's what made the brand special. Instead of retrofitting a mission after a
01:45business, it was really about making this bold commitment from day one, before we ever sold
01:50our first soft pinch liquid blush. And you've been part of the brand from the very beginning,
01:57which is also unusual. What made you what gave you the confidence that this was a brand and a person
02:04who could really make a significant impact on on the landscape overall? Okay, this is my favorite
02:09question of all, I think, and I've joked with Selena about this when we first met over zoom during COVID
02:17when she interviewed me. And, you know, at the time I said, you know, I don't know that I want
02:25a whole
02:25career in in working for for famous people, I spent time working for Michelle Obama, it was unbelievable.
02:31But when I met her, I just saw the power and influence and authenticity of someone who could
02:38have such an impact on such an underfunded and just the the issue of of our lifetime really, in many
02:48ways, mental health is this intersection with so many different issues. And so for me, I saw from her
02:54heart that this was something that she cared so deeply about. And I also could see that the mission was
03:01not an afterthought. And so to have the opportunity to build from the ground up to hire someone who's
03:07leading impact before the brand ever launched publicly, showed me how clear the mission was for
03:14the business. So what is your day to day like you sit at the intersection of business and philanthropy?
03:20What does that look like at a brass tacks level? Never the same. No two days are the same. I
03:28think
03:28what makes the work really special is that my team is cross functional. It is important that impact
03:34shows up in every part of the business, from the product names, to the way the products are developed,
03:40to the culture, to the community we've created, to the 1% give back, mental health and our mission
03:47shows up throughout all of the work. And in many ways, that's what every one of our team members drives
03:54with drives their work with. We think about it when we think about campaigns, when we think about
03:59employee events. It's deeply rooted in the business. And so my job is to make sure that it's showing up
04:06across absolutely everything we do. And then in addition to that, ensuring that the Rare Impact Fund
04:12is really utilizing the resources that we're raising to really make a difference in the mental health space.
04:18And then we use the brand as an ongoing communication channel to really communicate about these
04:25nonprofit organizations. And we've seen that young people are coming to us, not just for our amazing
04:30new product, but to be a space to learn about mental health and to find resources that they may not
04:36find
04:37other places. And I think one of the things that's so interesting about Rare is that you do that both
04:42online, but in community-oriented events. Can you share a little bit about how you've gone about
04:47building that community ethos and the part that it plays in the success of the brand?
04:53Yeah, I think in many ways it was organic. We launched the business during a global pandemic
04:59when people couldn't even try on new makeup products. And we created this online community at
05:06the time. We called them Rare Chats. We brought young people together to talk about everything from
05:11what's your favorite new Rare Beauty product to what are you struggling with? And as time went on,
05:17and as the pandemic became a thing of the past, we just saw the authentic community and the connection
05:24and the way that people were coming to us, not just for products, but for real deep conversation
05:30and community. And so for us, that was this clue. We can take this offline into product launch events,
05:36into influencer events. In a couple weeks we have a Rare Beauty Mental Health Summit that's become a
05:42signature event for the brand where we bring mental health experts onto the stage and we live stream it
05:48so that the young people that shop our products and come to us actually have real tangible access to
05:54mental health resources. And then the gala is like the cherry on the top because it's so glamorous.
06:00Oh yes. So let's talk about the fund because this really is a case of a brand putting its money
06:07where its
06:08mouth is, especially in these times when, you know, we know that there are a lot of macro
06:16factors that are impacting business. So far in the Rare Impact Fund has raised 30 million dollars and you've
06:24supported over 30 non-profits and reached over three and a half million kids and youth annually. Amazing.
06:37How would you describe the trajectory thus far and what has scaling been like for you?
06:45I think it's been really exciting for us. I think, you know, people think of us as this massive brand.
06:52We
06:53sell online. We sell in Sephora. We sell in Ulta. Shout out to Ulta who we know is here who's
06:59been an
06:59incredible, incredible partner for us. We entered that space just last month. So that's been really
07:05exciting. For us, scale is the impact. I think we always talk about we've raised over 30 million
07:10dollars. One ongoing revenue stream has been the brand's sales but we actually fundraise because
07:16Selena made a commitment to mobilize a hundred million dollars and we are well on our way but we never
07:22want to focus just on the raise. We have to focus around how are we utilizing the money. And so
07:27we
07:28go through a really rigorous process to identify organizations that are meeting the needs of young
07:34people around the world and that's how these 30 organizations over time have been selected.
07:39But something that's been really important to us and I know a lot of the panelists talked about this
07:44earlier today is it's not enough for funders to just hand over checks to these organizations.
07:49We sit in roles of so much power and ability to really help build capacity for these organizations.
07:57Their budgets are getting sliced. They don't have the marketing capacity to do this work.
08:02They're being told that they can't get their work funded if they talk about it in a specific way.
08:07And so for us, scaling really means working in partnership with these organizations to fill the
08:13gaps that they need. And so for example, last year we hosted our first ever capacity building workshop.
08:19What does that mean? That means that we surveyed the nonprofit organizations that we support and we
08:26asked them what they needed. What sort of experts could we bring to the forefront for them to learn from?
08:32And we heard the typical things fundraising, marketing, connection, other people that are doing the same
08:40things, struggling with the same things. And so we brought them together. All 30 organizations came
08:45together for a two-day workshop. And this has now become an ongoing project that we do to support the
08:52organizations. Additionally, we did a lot of research. There's a real white space and need to support
08:59non-clinical care providers. What do we mean by that? Not your typical psychologist, social worker,
09:06psychiatrist, but the people that are often the first line of support for young people. So think
09:12people working in after-school programs, teachers, educators. And we put out our first ever request
09:19for proposal just a couple of weeks ago, which has been really exciting. We hosted a webinar to educate
09:27everyone who was interested in providing a potential proposal. We had over 300 people on the webinar.
09:35And so the need is really there to fill these different spaces. And that's another opportunity
09:40for us of what scale means. Scale means making sure that we're taking the money and we're utilizing it
09:46in the right way where the need is and continuing to make sure that we're evolving, that we're not just
09:51handing over a check, that we're not just giving money to an organization that is the most funded
09:57organization, but that we're really identifying the organizations that may not have access to the
10:02things that we can help them do. What I also think is really cool is that your mission also comes
10:09alive through product. And you're talking to a lot of different communities. And one example that I'm
10:16thinking about was the launch of the Rare Fragrance last year, which was also developed in mind with the
10:24accessibility. Tell us about that and the role that your team played. Yeah, so I think, you know,
10:31the product team certainly lives out and really does the work to actually make our products more
10:37accessible. But we work in partnership with them to really see where spaces are to help make sure that
10:42we're inclusive, diverse, accessible. And so this sort of came about a little bit organically. Selena, as many
10:49people know, has lupus. And she struggles with her own dexterity issues. And it can be hard to open
10:56products, particularly makeup products. And over time, we were hearing from people also that our products
11:02were easier for them to open than some other products. And so we really saw this opportunity,
11:07even though it can be a challenge, to actually intentionally launch products working with accessibility
11:14experts, so that we can ensure that our products are easier to use for people with dexterity
11:19issues. And our perfume was the first time that we really focused on the intentionality behind it.
11:25And what's been really exciting for us is the narrative that's been created. It really led with
11:31accessibility in many ways. Everyone who talks about the product talks about that it is accessible.
11:38And that's, for us, what we want to be known for. We want to be known as a company who's
11:43really paving the
11:44way in different spaces that historically just haven't really been touched, especially in beauty.
11:50You mentioned that Rare just launched at Ulta. Can you give us a little preview of what's next
11:56for the brand this year? Yeah. So I would say, specific to Ulta, we launched February 1st. It was an
12:03incredible, incredible launch. And I feel so grateful to have been part of so much of it. And one of
12:11the
12:11things, again, that makes these launches really special and how our impact shows up is we worked
12:16with the Ulta leadership team to make sure that when we brought Ulta into, when we brought Ulta,
12:21when we brought Rare Beauty into Ulta stores, that we were able to lead with our mission. And Ulta really
12:27welcomed that with open arms. And they welcomed the opportunity to do the first of its kind retail
12:33partnership with another brand around a checkout campaign. And so for the entire month of February,
12:39I know we talked a little bit about checkout campaigns earlier today, but customers had the
12:44opportunity to round up their purchase and to make a donation. And at the end of the month,
12:49we had raised just over $2 million and the money was split. One month. One month. And the money was
12:56split between the Ulta Charitable Foundation and the Rare Impact Fund. And it was such an opportunity to
13:02enter a space with our impact story and also be able to storytell the community and our new customers
13:09about where their money is going and what's the impact that their purchase continues to make. And
13:15so that was a really special opportunity for us. And then I'll say second to that, as we're talking a
13:21little bit about like next for the brand, I think hopefully if people follow the brand, you know, we've been
13:27promoting a new product that will start to come out this week. And over time, we'll be in both Sephora
13:34and Ulta. And that is our new foundation that'll be in 48 shades. So stay tuned this week and in
13:42May.
13:43And for a very new foundation, we're very excited about this launch. All right, we will keep our eyes
13:49open for that. Before I get to the student question, my last question for you, like $2 million in
13:55one month is an amazing amount of money to raise. But I suspect that success doesn't just mean financial
14:02success for the fund. So as you think about the future, what does success look like?
14:08For me, success is that people come to this business and know it not just for its products, but
14:12but for its mission. And that to me is success. And I want that to stick with this business forever
14:19and ever. And what's been really exciting is there are some people that come for the mission first,
14:25and then the product. And then there are people that come for amazing products, and then the mission.
14:31That to me is success. And that to me is such an opportunity for us to continue to leverage the
14:37platform of Rare Beauty to really make a difference. Fantastic. So we have a question from Rebecca and
14:44Valentina Messner. They are FIT students who are co-hosts and executive producers of FIT's Blush
14:52podcast, which I hope everybody is listening to. And their question is, you've mentioned in the past
14:59that people have to, quote, own their life and make a way for themselves. As Gen Z is navigating a
15:05lot of
15:05uncertainty and is redefining what success looks like, what does that sense of ownership actually look like
15:12and practice today? And what would you encourage young creatives to prioritize early on?
15:19Okay, so pretend I am Selena, because this is her answer. Are you going to sing this for us?
15:25You do not want that. And so she wanted to make sure that I was able to share it all
15:30with you.
15:30Thank you for asking this question. Owning your life doesn't mean having it all figured out.
15:36I definitely didn't. And honestly, I still don't some days. For me,
15:41it meant getting really honest about what I actually wanted versus what I thought I was supposed to want,
15:47which is a lot harder than it sounds. For Gen Z, I think the pressure is so different from what
15:53any
15:53generation has faced before. You're building your identity in public in real time with a comments
15:59section. That's a lot. And I think sometimes owning your life can be twisted into this idea that you need
16:06to be hustling constantly, building a brand, monetizing everything. That's not ownership.
16:12It's just a different kind of pressure. Real ownership looks like knowing your why.
16:18Why do you create? Why does this matter to you? Because when things get hard, that's the only thing
16:25that keeps you going. Not the followers, not the external validation. For young creatives,
16:32I'd say protect your joy early. It sounds soft, but it's actually the most strategic thing you can do.
16:39And take your mental health seriously before you think you need to. You don't have to be everything
16:46at once. Build slow if you need to. The right things will stay.
16:57Elise, thank you for sharing Selena's why and your why. Now please join me in welcoming Craig Sitchi
17:05and Jason Schubach, the president of FIT, to bestow the award.
17:16Hi, everybody. Welcome to FIT. Are you having a good day? How awesome is the social impact fund?
17:24Are they just amazing? Please give it up for them. I really want to hear it. Thank you. Thank you,
17:30Craig,
17:31for bringing this amazing event to our campus. It's just, it's been the most incredible day. I'm only
17:37two months into my job and I was like, I have the best job in the world. This is such
17:41an incredible
17:41place. I just want to say a couple words about Selena, besides I absolutely love her acting and only
17:48murders in the building, but I watched all five seasons. Okay, Selena Gomez is such an incredible role
17:55model for our students and the beauty industry at large. I truly believe that. Her talents as an artist
18:00and creator are truly unmatched only by her incredible generosity and philanthropy. She sets
18:07the bar so exceptionally high for how success should be defined. And I know she can't be here today.
18:13Totally fine. Elise, we are so glad you're here. Give it up for Elise. How great was she?
18:19So grateful you're here.
18:22Not in the job description.
18:24But amazing, amazing. So on behalf of the Social Impact Fund and the FIT Foundation, it's my absolute
18:29honor to ask you to accept the 2026 Excellent and Beauty Philanthropy Award on Selena's behalf.
18:35Thank you. Thank you very much. Where is it? Right here.
18:39Like I said, no two days are the same.
18:46And then on behalf of the Social Impact Fund Board of Directors, again, I'm happy to present Rare Impact Fund
18:55with the grant for $10,000.
18:57Thank you so much.
18:58I hope.
19:04So I'm just going to say a couple words on behalf of Selena and on behalf of our entire Rare
19:09Beauty team
19:10and the Rare Impact Fund were so deeply honored to receive this recognition.
19:15Selena asked me to share a few words from her heart tonight, because even when she can't be in the
19:20room,
19:20she always finds a way to show up. That, in many ways, is exactly what this award represents.
19:27When Selena set out to build Rare Beauty, she made a promise that the brand would stand for something
19:33bigger than beauty. That it would use its platform, its resources, and its reach to make sure
19:40that young people everywhere could access the mental health support they deserve.
19:44The Rare Impact Fund was never an afterthought. It was the cornerstone of this work.
19:50And watching with this community has helped us build.
19:54$30 million raised, 30 nonprofit partners, 3.5 million young people reached in just five years,
20:04is something that moves us both beyond words.
20:08Selena often says that she started Rare Beauty because she wanted people to feel less alone.
20:14Tonight, standing in this room, surrounded by people who believe that business can be a force for
20:20genuine good, I can tell you that she is not alone either. She wanted me to make sure you all
20:26know how
20:27much this means to her, how much she wishes she was here, and how grateful she is to everyone in
20:33this
20:34room for showing up for this work. This one's for her and for every young person we haven't yet reached.
Comments