Rare Beauty: Research and Inclusive Design of Its First Perfume

Rare Beauty, the beauty brand founded by Selena Gomez, demonstrated its commitment to inclusion when developing its first fragrance, Rare Eau de Parfum. To ensure that the perfume could be used comfortably by people with reduced mobility in their hands, the company conducted an in-depth accessibility research study with over 50 participants. Below is a breakdown of the study methodology and how its findings were applied to create an inclusive, ergonomic bottle design.

Accessibility Research Methodology

As part of Rare Beauty’s initiative to create accessible products, in 2023 the brand carried out a study in collaboration with rehabilitation specialists. The aim was to identify which features in beauty packaging make products easier or harder to use for people with limited hand dexterity .

A total of 56 volunteers were recruited, with varying levels of upper limb disabilities (from mild to severe) , including people with the after-effects of strokes, neurological injuries, and other orthopedic conditions that affected hand and arm mobility .

During the study, participants evaluated several Rare Beauty products in terms of ease of grip, maneuverability, packaging design, and applicator use . Each person documented their experiences, the difficulties they encountered when opening, holding, or applying the products, and suggested improvements .

This research stage was integrated throughout the fragrance’s two-year development process , embedding universal design and accessibility principles from the start.

For participant selection, Rare Beauty ensured the inclusion of individuals with a wide range of upper limb mobility challenges, covering various causes (from spinal cord injuries to neurological disorders). This provided diverse, representative feedback . By the end of the research, the brand confirmed that the proposed design offered a comfortable, accessible user experience for participants with reduced mobility .

Inclusive Perfume Bottle Design

The study’s results had a direct impact on the bottle design of Rare Eau de Parfum. Selena Gomez and her team worked closely with hand therapists (specialists in upper extremity rehabilitation) and packaging engineers to translate the identified needs into concrete solutions .

Selena herself, who has lupus and experiences tremors and stiffness in her hands, had expressed the importance of this approach: “I have mobility issues because of lupus... sometimes it’s hard for me to open a water bottle or do anything else”, she said, highlighting the need for easier-to-use packaging . With this in mind, Rare Beauty adopted an iterative design process, testing multiple bottle prototypes with real users and refining details until achieving a truly inclusive format .

Inclusive design elements in the bottle:

• Larger spray button: The perfume’s atomizer is larger than usual, allowing it to be pressed using different parts of the hand (palm, multiple fingers at once, or even the forearm), depending on the user’s abilities . This larger surface can be pressed from various angles without requiring fine finger precision, making it easier for those with limited strength or mobility .
• Ergonomic shape and comfortable grip: The bottle has a wide, short, rounded shape designed to fit comfortably in the palm . This ergonomic design allows the perfume to be handled without applying excessive force, reducing strain on hand and wrist joints . Several testers noted that the bottle “nests” in the hand like a small ball, offering a secure grip even for those with limited dexterity .
• No loose cap (integrated closure): One of the most notable changes was eliminating traditional caps. Instead of a separate piece that must be removed (which can be difficult to grasp or easy to misplace), Rare Eau de Parfum features an integrated twist mechanism attached to the atomizer . This closure can be opened or closed with minimal effort, avoiding the need for pulling or snapping . As Selena described: “You can press it however it’s most comfortable for you and then close it. There’s no cap or anything that can fall off” .

These inclusive design features are the direct outcome of the study’s conclusions. Rare Beauty tested and refined the packaging repeatedly with therapists and users to ensure that “almost anyone can use it” comfortably . The final bottle is not only visually appealing but also prioritizes universal functionality—from people with arthritis, tremors, or weak grip strength to any user who simply appreciates easy-to-handle packaging.

Expert Involvement and Innovative Approach

Throughout the process, Rare Beauty worked in close collaboration with accessibility experts. In addition to hand therapists, the brand partnered with ergonomic design engineers to turn inclusive ideas into reality.

Gomez explained that they consulted with a rehabilitation center (Casa Colina) and its specialists to ensure that the bottle could be used by people with a variety of physical challenges . Every modification—from the anti-slip finish on the bottle’s exterior to the size and shape of the spray button—was carefully evaluated for accessibility.

The creation of Rare Eau de Parfum with an inclusive approach sets a precedent in the beauty industry. In a market where most perfumes still have traditional, less practical packaging for users with physical limitations, Selena Gomez broke the mold, proving that luxury and accessibility can coexist. As one media outlet noted, this launch “shifts the perspective: beauty and luxury should be accessible to everyone” .

Rare Beauty has not only developed a warm, sophisticated scent, but also created a presentation that serves as an example of universal design, inviting the entire cosmetics industry to follow this inclusive path.

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