Established was asked to create 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/u2019s unique beauty. These products aren/u2019t 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/u2019s 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.