The DTCetc Face-Off Beauty Updated July 2026

Half Magic Beauty vs Rare Beauty

Half Magic and Rare Beauty are both expressive, inclusive color-cosmetics brands with celebrity roots. Half Magic -- created by Euphoria makeup artist Donni Davy -- leans into glittery, playful, artistic looks and is fully vegan and cruelty-free. Rare Beauty, founded by Selena Gomez, pairs an inclusive everyday range with a mental-health mission and broad retail reach. Pick Half Magic for bold, editorial creativity; pick Rare Beauty for wearable, widely available essentials.

Half Magic Beauty Half Magic Beauty Rare Beauty Rare Beauty

DTCetc score

Half Magic Beauty76/100
Rare Beauty78/100

Customer rating

Half Magic Beauty4.22★ 178
Rare Beauty4.8★ 4,943

Typical prices

Half Magic Beauty—
Rare Beauty$5–$66.40

Pricing tier

Half Magic Beauty$$$
Rare Beauty$$$
The verdict

Which should you pick?

Half Magic Beauty
★★★★ 4.22 · 178 reviews
76/100

Best forBeauty shoppers

★ Quality 80/100 Visit Half Magic Beauty →
Rare Beauty
★★★★¾ 4.8 · 4,943 reviews
78/100

Best forYoung, diverse, empowered

★ Quality 90/100 Visit Rare Beauty →

The bottom lineRare Beauty edges out Half Magic on editorial quality (78 vs. 76) and sustainability scores (90 vs. 58), with comparable pricing and 30-day return windows. Half Magic offers free returns on domestic orders and ships internationally via DHL; Rare Beauty limits returns to U.S. residents only. Choose Rare Beauty if sustainability and quality are priorities; choose Half Magic if you value international shipping options or prefer vegan formulations with bold, saturated pigments.

Key differences at a glance

  • Rare Beauty scores higher on editorial quality (90/100) than Half Magic (80/100), reflecting stronger product performance ratings.
  • Rare Beauty has a significantly higher sustainability score (90/100) versus Half Magic (58/100).
  • Half Magic offers free returns on all domestic U.S. orders; Rare Beauty returns are limited to U.S. residents only and exclude shipping refunds.
  • Half Magic ships internationally (Australia, Canada, UK) via DHL; Rare Beauty ships only to the U.S., Alaska, Hawaii, and U.S. territories.
  • Half Magic is vegan and cruelty-free by design; Rare Beauty's fact sheet does not specify vegan or cruelty-free certification.
  • Half Magic emphasizes intensely saturated pigments and bold mattes/shimmers; Rare Beauty focuses on formulas designed to feel good to wear without hiding individual features.
  • Rare Beauty typical price range is $5–$66.40; Half Magic pricing tier is 55/100 (mid-range), suggesting similar positioning.

Still weighing it up? Save this comparison & get deals on both →

From 5,121+ published customer reviews

What customers actually say

My favorite blush to ever grace my face! It's so light, easy to build, and the most beautiful pink pigment.

Half Magic Beauty verified buyer · via Yotpo
4.22 178 reviews · via Yotpo

Half Magic Beauty receives strong praise for quality products, fast shipping, and excellent customer service with minimal complaints.

Customers love
  • High-quality makeup with vibrant pigments and excellent color payoff
  • Fast, reliable shipping with biodegradable eco-friendly packaging
  • Responsive customer service that resolves issues without charge
4.8 4,943 reviews · via Rare Beauty on-site product reviews (Soft Pinch Liquid Blush

The Soft Pinch Liquid Blush is a near-universally loved bestseller praised for its lightweight, buildable, long-wearing color, with the main caveat that its intense pigment demands a light hand.

Customers love
  • Applies easily and wears evenly throughout the day
  • Silky texture that glides on and blends smoothly
  • Long-lasting, comfortable wear that stays in place
  • Highly pigmented so a tiny amount delivers strong color payoff
  • Lightweight, natural flush that doesn't feel cakey
Watch out for
  • So pigmented that overapplying is easy — needs a very small amount
  • Sets quickly, so it must be blended fast before it grips

Summarized from each brand's own published customer reviews. We never republish full reviews — read them all at the source.

Shop the face-off

Most-loved pieces, side by side

Rare Beauty's most-loved
Dry Brush Cleaner Dry Brush Cleaner $12 Comfy Sweatpants Comfy Sweatpants $40 Brow Harmony Tinted Flexible Lifting Gel Brow Harmony Tinted Flexible Lifting Gel $21
Rare Beauty typical prices$5–$66.40

At a Glance

Comparison Between
Half Magic Beauty
Half Magic Beauty
Rare Beauty
Rare Beauty
Category Beauty Beauty
Speciality — Cosmetics, Makeup, Skin Care & Makeup
DTCetc Score 76/100 78/100
Customer rating 4.22★ · 178 4.8★ · 4,943
Typical price range — $5–$66.40
Free shipping Free over $49 —
Return window 30 days 30 days
Stereotype — Trendy
Pricing Rating
$$$$$ This brand is moderately priced
$$$$$ This brand is moderately priced
Sustainability Score
58/100
This brand scores fair in sustainability
90/100
This brand scores excellent in sustainability
Quality Score
80/100
This brand scores excellent for product quality
90/100
This brand scores excellent for product quality

Who shops at Half Magic Beauty Vs. Rare Beauty

Who shops at Half Magic Beauty

Half Magic is for makeup extroverts and introverts, newbies and pros, young and old.

More about Half Magic Beauty →

Who shops at Rare Beauty

Rare Beauty is for people who want makeup that celebrates their individuality rather than hiding what makes them unique.

More about Rare Beauty →

Half Magic Beauty Vs. Rare Beauty The Pros

Half Magic Beauty's Pros

  • Vegan and cruelty-free products
  • Intensely saturated pigments in bold mattes and multidimensional shimmers
  • Created by Emmy Award-winning Euphoria makeup artist Donni Davy
  • Free US shipping on orders over $49
  • Free returns on domestic orders within 30 days
More about Half Magic Beauty →

Rare Beauty's Pros

  • Makeup formulated to feel good to wear
  • Founder mission focused on embracing uniqueness and stopping self-comparison
  • Products designed without hiding individual features
More about Rare Beauty →

Half Magic Beauty's shipping policy Vs. Rare Beauty's Shipping Policy

Half Magic Beauty's shipping policy

Free shipping on US orders over $49; $8 for US orders under $49. Ships via DHL to Australia, Canada, the United Kingdom, and the United States, with APO/FPO and international rates calculated at checkout (customs and import fees may apply).

More about Half Magic Beauty →

Rare Beauty's shipping policy

U.S. orders take 1-3 business days to process and pack, then 3-5 business days to ship to the 48 contiguous states. Shipping takes 6-8 business days to Alaska and Hawaii, or 12-14 business days to Puerto Rico and Virgin Islands.

More about Rare Beauty →

Half Magic Beauty's return policy vs Rare Beauty's Return Policy

Half Magic Beauty's return policy

Returns accepted within 30 days of order placement, with free returns on domestic orders (excluding US territories and APO/FPO addresses). Refunds (excluding original shipping fees) are issued once returned products are received.

More about Half Magic Beauty →

Rare Beauty's return policy

Products can be returned within 30 days of order placement for a refund, though shipping fees are not refunded. Returns are only available for U.S. residents.

More about Rare Beauty →
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