After months of anticipation, Selena Gomez’s makeup line Rare Beauty is set to hit Sephora shelves and RareBeauty.com this week. Ahead of the launch, the artist gave fans a sneak peek of what to expect with a shot of the lineup on Instagram—and the products are as chic as they come.
The collection appears to be curated yet thorough. From the complexion-perfecting Blot & Glow Touch Up Kit and 48 shades of Liquid Touch Weightless Foundation and Liquid Touch Brightening Concealer—not to mention the range of Lip Soufflé Matte Lip Creams, Positive Light Liquid Luminizer and Soft Pinch Liquid Blushes—it’s clear Gomez and team thought of everything—including how to do good.
According to a press release from the brand, one percent of all sales, along with funds raised from partners, will be dedicated to the Rare Impact Fund, aiming to increase access to mental health resources. “The Rare Impact Fund recently announced an ambitious goal to raise $100 million over the next 10 years to help address the gaps in mental health services for underserved communities, which will make it one of the largest known funds in support of mental health from a corporate entity,” the release notes.
Rare Beauty will officially be available to shop on September 3 at Sephora, Sephora Canada, Sephora Mexico and RareBeauty.com.
Updated August 5, 2020:
Selena fans, rejoice! Rare Beauty, the singer’s first—and already coveted—beauty line, will officially be available to shop at Sephora, Sephora Canada, Sephora Mexico and RareBeauty.com on September 3.
Named after her hit album, Rare, Gomez has been very vocal about the time and care she’s put into her latest passion project. “I’ve had so much fun creating everything and can’t wait for y’all to try it all,” she captioned her recent Instagram photo. “I hope you love it as much as I do!”
While additional details about the line are still under wraps, Gomez gave fans a glimpse into what’s to come in a video posted on Rare Beauty’s Instagram page.
“You know, I live in a time where it’s all about face, it’s all about makeup, it’s all about how you like in a lot of ways. And that can be exciting and fun, but at the same time, it can just be a bit dangerous,” Gomez said in the video, presumably sporting her very own line’s beauty products.
“I wanted people to feel like makeup is something you can enjoy, it’s not something that you need. And I felt like that’s kind of who I am. I’m very authentic, I’m very real with my fans. So I’m excited that I got to venture into this. Any girl, woman, boy, whoever they are can just feel beautiful just exactly how they are.”
Originally published February 5, 2020:
Last night, every last one of Selena Gomez’s 167 million Instagram followers tuned in to a Town Hall via live stream after the “Look at Her Now” singer dropped a hint that she had some major news to share. The turnout, as expected, was high, and Gomez, as expected, looked incredible, sporting bold red lip and dewy skin to break the news.
Following the launch of her latest album, Rare, Gomez is launching her own makeup line, Rare Beauty, with Sephora this summer.
“This is something I started working on two years ago,” the 27-year-old shared with her fans. “I found the right partners and the right team…and it’s important to me because I wanted to make a brand where you feel comfortable.”
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In true Selena fashion, the mission behind Rare runs deeper than colorful swatches and fun packaging. “It’s not just a brand. It’s going to be a lifestyle. I want girls and boys and men and women to feel comfortable. It’s [Rare Beauty] meant to be enjoyed, it’s very special. We are not meant to look like everybody else, we’re meant to look like ourselves,” she continued.
Scott Friedman, Rare Beauty’s chief executive officer, also shared: “We want to help people feel more authentically connected to one another and less alone in this world. We will work to help people get more access to support and services.”
Rare Beauty’s mission of shaping conversations around beauty, mental health and self-acceptance is already in full force on the brand’s Instagram account, which, a surprise to no one, already has more than 1 million followers.
“The line is going to be at every Sephora store, and we will go globally next year,” said Gomez. “I want your help to build the brand, because I want it to be real—real stories, real people.”
While we know a killer bold lip will be part of the lineup, we can’t wait to see what else the brand has in store. Stay tuned to NewBeauty for updates.