This has already been quite the year for Selena Gomez, and it’s only just beginning. Hot on the heels of her most recent album, Rare, which came out in January, came the info that the singer and actor is launching a beauty line of the same name. On Tuesday, February 4, Gomez posted a video to her Instagram page announcing the new venture: “Guys, I’ve been working on this special project for two years and can officially say Rare Beauty is launching in @sephora stores in North America this summer! Follow @rarebeauty and become part of our beautiful community. Here’s a tiny sneak. There’s more to share AND I can’t wait,” she shared in the caption.
Although she’s had some killer makeup moments in the past, Gomez tends to keep it low-key when it comes to beauty, so it will be interesting to see the direction the line goes in. She didn’t share tons of details, but here’s everything we know about the line so far.
The name: The line is called Rare Beauty, which mirrors the name of Gomez’s recent album. She’s referred to the album as her diary from the past few years, and many of the lyrics are speculated to be about her relationship with Justin Bieber.
The release date: In her original video, Gomez shared that Rare Beauty would be launching in summer 2020, but in a new Instagram post shared on August 4, she revealed the brand will be available starting September 3.
Where to shop: Good news: You’ll be able to pick up Rare Beauty at Sephora with all your other beauty essentials.
The mission: Judging from Selena Gomez’s voice-over in the video, the brand is all about embracing inner beauty. “Being rare is about being comfortable with yourself,” she says in the clip, which you can watch above. “I’ve stopped trying to be perfect. I just want to be me. I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our uniqueness. You’re not defined by a photo, a like, or a comment. Rare Beauty isn’t about how other people see you. It’s about how you see yourself.”
The campaign: Gomez is using “real” people in her campaign and in late February put out a casting call for fans to submit a video with the hashtag #WeAreRare. Out of these submissions, 50 will be chosen to appear in the brand’s first campaign.
The products: In a new interview published by Interview magazine on April 13, Gomez revealed a few more details about the products themselves, which she calls “clean and easy.” The biggest news is she’ll be launching with 48 shades of foundation and concealer. We can also expect a “mascara that doesn’t clump,” per the request of Amy Schumer, who was conducting the interview.
The fund: On July 22, Rare Beauty announced that it has launched the Rare Impact Fund in an effort to raise money to increase access to mental health services. “Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources,” shared the brand in an Instagram post. “How? Starting with our very first sale, 1% of annual Rare Beauty sales will go directly to the Rare Impact Fund. But that’s not all. We’re committed to raising funds with numerous philanthropic partners to reach our goal. The Rare Impact Fund will help support the local, national, and global organizations that have a direct impact on the well-being of this amazing community.”
The post continued. “Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts.”
Originally posted on “Glamour” by Bella Cacciatore.
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