The site doesn't specify that they are rare earth....

From the site "Extra strong and secure, our double magnetic fastener is the ideal choice for all name badges. No more holds in your fine fabrics, no more pins and clips to deal with. This is a super strong magnetic badge fastener that works with heavy fabrics, including suit coats, and your name badge will stay in place until you take it off."

I'll email them back and see if they are rare earth or not.