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The investor perspective: Rare Beauty’s scaled revenues, high-replenishment hero products and authentic brand ethos will make it attractive to any buyer, but the high valuation it could command will shrink its pool of likely acquirers. “Most deals happen in the $50 to $500 enterprise value range, where lots of buyers and funds can transact and still have room to grow for future exit,” Gersten says. “My sense is that Rare has potentially gotten too big.” Profitable brands that have achieved or exceeded $150 million in sales, he explains, will exceed that $500 enterprise value sweet spot, which reduces the number of buyers who can write that size of a check. Going public could be an option for a brand of Rare’s stature, but Gersten cautions that “not a lot of history shows successful mono-brand public offerings in beauty”.Redlegs Oki Baseball Play Ball Ohio Kentucky Indiana Shirt
Founded in 2020 by Selena Gomez, Rare Beauty centres on inclusivity and mental health advocacy, aligning brand marketing campaigns with its Rare Impact Fund and events like the Rare Impact Benefit and Mental Health Summit, which helped drive $172 million in EMV for Q1 2025. The brand: Merit offers pared-back, clean beauty products, appealing to consumers who value simplicity, quality and sustainability over trend-focused cosmetics. The brand is sold DTC, as well as in Sephora at Kohl’s shop-in-shops with a 50/50 even distribution between retail and online. Unlike many other colour cosmetics brands, Merit leveraged collaborations with elevated fashion and jewellery brands, such as Proenza Schouler, Completedworks and Tove, for new takes on its signature makeup bag. Merit has since expanded into Australia and Europe, and maximised its product portfolio with fragrance and SPF. The brand said it had made “well over” $100 million in revenue in 2024 alone.
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