Selena Gomez Oreo Partnership, Rare Beauty, and Fragrance Deals
In June 2025, Selena Gomez partnered with Oreo to launch a limited-edition, horchata-inspired cookie featuring chocolate cinnamon wafers and a dual-layer creme.
The collaboration is part of her extensive brand portfolio, which also includes her cosmetics company, Rare Beauty.
| Oreo Collaboration | Limited-edition horchata-inspired cookie (June 2025) |
| Rare Beauty Valuation | $1.3 billion (Forbes, early 2026) |
| Latest Fragrance | Rare Beginnings Eau de Parfum (August 10, 2026) |
| Puma Partnership | Reported $30 million deal (2017) |
| Pantene Ambassadorship | Started in 2015 |
| Rare Beauty Ownership | Estimated minimum of 51% |
In May 2025, Selena Gomez and Oreo announced a unique, limited-edition cookie collaboration that captured the attention of fans worldwide. Inspired by the traditional beverage horchata, the cookie features chocolate cinnamon wafers paired with a dual-layer creme of chocolate-cinnamon and sweetened condensed milk. The product design includes six unique embossments, with one spelling out "Selenators" and another featuring Gomez's signature, which appears in approximately one out of every three packs. Following a presale on June 2, 2025, the cookies officially hit retail shelves on June 9, 2025, in the United States, Canada, and Brazil, before expanding to Australia and New Zealand on June 17, 2025.
Beyond food partnerships, Gomez's primary business venture remains her cosmetics company, Rare Beauty, which she founded on September 3, 2020. The brand has achieved massive commercial success, reaching an estimated valuation of up to $2.7 billion by late 2025. In early 2026, Forbes estimated the company's valuation at $1.3 billion, with Gomez maintaining an estimated minimum ownership stake of 51%. Rare Beauty also carries a strong philanthropic mission, donating 1% of all sales to the Rare Impact Fund. The brand expanded its global retail footprint in early 2026, launching in all 1,500+ Ulta Beauty stores and Ulta.com in February, followed by a rollout at Douglas stores across Europe in April 2026.
The expansion of Rare Beauty also includes a growing fragrance portfolio. On August 10, 2026, the brand launched its second eau de parfum, "Rare Beginnings," which retails at $78 for a 50ml bottle. This release followed the success of the brand's first fragrance, "Rare," which debuted in July 2025. While these scents represent her latest beauty ventures, Gomez is no stranger to the perfume industry. Early in her career, she released her debut self-titled perfume in 2012, followed by a second fragrance named "Vivamore" in 2013, establishing her early footprint in the beauty market.
These ventures build upon a long history of high-profile brand partnerships that Gomez has secured throughout her career as a singer, songwriter, actress, and model. In 2015, she kicked off a major brand ambassadorship with Pantene. She later collaborated with the fashion brand Coach and signed a reported $30 million deal with Puma in 2017. These early endorsements helped establish her as a powerful force in the fashion and beauty industries, paving the way for the launch of her own independent brands.