Selena has diversified her career by delving into music and acting, releasing six albums along the way. However, it is her stake in Rare Beauty that has significantly contributed to her billion-dollar net worth. The company has seen a steady increase in sales, with a popular liquid blush product generating $70 million in revenue in 2023.

As of 2024, Rare Beauty is valued at around $2 billion. While the financial success is evident, the founder is focused on more than just profits, expressing a desire for the brand to be about more than just making money. Selena emphasized that she never intended for Rare Beauty to be solely about financial gains, wanting instead to maintain the essence of the brand that makes it unique.

She has also stressed the importance of promoting self-love and confidence without necessitating the use of makeup. Selena takes pride in offering something relatable to people through the brand, finding joy in hearing how it has helped others through difficult times. In addition to Rare Beauty, Selena has garnered wealth through various partnerships and endorsements.

In 2017, she signed a two-year deal with Puma SE worth approximately $30 million. Prior to that, she had successful partnerships with Coach and Louis Vuitton, further contributing to her net worth.