Selena Gomez is on the brink of adding “beauty mogul” to her extensive list of talents adored by millions. Set for release on September 3rd, the triple-threat will launch her “Rare Beauty” makeup line exclusively at Sephora and RareBeauty.com featuring 17 new vegan and cruelty-free products. “This is makeup made to feel good in without hiding what makes you unique,” highlights the brand’s Instagram page.
Celebrity-founded cosmetic empires have had no shortage of representation in recent years; however, Gomez assures Rare Beauty is more than the products it sells–it’s a state of mind. She says of her latest business venture, “I wanted to find a way to make this brand into a community–into a lifestyle–that’s beyond makeup and showing you how to apply it.” She’s described her mission as a means to “bring people together” beyond the superficialities of physical appearances.
The release of Gomez’s debut collection comes following months of teasers and social media buzz. Finally, the singer’s fans can look forward to purchasing a slew of products from “Lip Soufflé Matte Cream Lipsticks” to “Brow Harmony Brow Pencils.” Most impressively, the label is set to release an astounding 48-shade range of both the “Liquid Touch Weightless Foundations” and “Liquid Touch Brightening Concealers”
By launch day, the Rare Beauty Instagram page is set to boast a whopping 1.6 million followers. Gomez refers to such supporters as members of the Rare “community” where candid truth emphasizing inner beauty is at the core of the brand’s mission. Consistently seeking to engage with its audience, the company’s social media has even taken to asking followers to submit their own stories and images with the potential to be featured in upcoming campaigns.
Coinciding with the launch of the line comes the Rare Impact Fund, Gomez’s latest philanthropic endeavor aimed at raising $100 million for mental health awareness over the next ten tears. To reach the ambitious goal, 1% of all Rare Beauty sales will be donated directly to the foundation (which has already made major noise within underprivileged communities).
Gomez is hardly a stranger to being honest with fans about her well-being and aspirations to make the world a more inclusive space. Following a public announcement of her lupus diagnosis in 2015, she’s sparked numerous important conversations about the necessity to prioritize coping with internal struggles. For Gomez, beauty comes from within; makeup is merely an enhancement to the natural glow that comes with finding inner peace. Rare Beauty aims to foster the healthy environments needed to conquer one’s personal battles with poise and pride.
Are you ready to be rare? Get an exclusive look at the cosmetics in Gomez’s latest music video for “Ice Cream” (she wore the Lip Souffle Matte Cream Lipstick in “Ascend”)! The new collection can be found here at Sephora.com and direct-to-consumer at RareBeauty.com.