Selena Gomez's Rare Beauty Launches at Be Pharm in Israel via Parallel Import

Rare Beauty, the makeup brand founded by singer and actress Selena Gomez, will be available in Israel through the Be Pharm retail chain starting August. This marks the first time the brand is sold in a major Israeli chain, although it has been accessible previously via parallel imports through various websites and smaller stores. Be Pharm has invested millions of shekels to stock up on Rare Beauty products to ensure availability and prevent immediate sellouts.

The brand was launched in September 2020 and quickly became a global beauty success, sold in Sephora stores across the US, Canada, the UK, and Europe, as well as in UK chains Space NK and Ulta Beauty. Rare Beauty emphasizes celebrating individuality, self-acceptance, and mental health, promoting makeup that enhances natural features rather than concealing flaws. Some packaging designs, such as the rounded caps on liquid blush, are tailored for accessibility, addressing challenges faced by people with conditions like arthritis or lupus, which Gomez herself has.

In addition to the products, Rare Beauty donates 1% of its sales to the Rare Impact Fund, aimed at expanding mental health services in underserved communities and reducing stigma. While US prices range from $15 to $34, parallel imports in Israel have been more expensive, with liquid blush selling for 140-180 shekels compared to $25 in the US. Pricing for Be Pharm's official launch has not yet been set.

The product lineup at Be Pharm will include items such as the Soft Pinch Cheek & Lip Trio, Soft Pinch Blush Powder in multiple shades, creamy blushes, lip oils, matte lipsticks and liners, mousse lip creams, liquid highlighters, illuminating primers, finishing powders, eyeshadow sticks, and the Find Comfort body and hair care collection.

Eitan Saida, CEO of Be Pharm, expressed pride in bringing Rare Beauty to Israel, highlighting the brand's global iconic status, product quality, innovation, and authentic connection with consumers. He expressed confidence that Israeli customers will embrace the products as millions worldwide have.