Selena Gomez has today announced plans to launch her very own makeup and beauty line, Rare Beauty (February 4th, 2020).
Set for release this summer and sold exclusively at Sephora stores, the line will at present be sold at the brands retail sites in the USA, Canada and Mexico, including the Sephora inside J.C. Penney locations, as well as online at RareBeauty.com.
“This is something I started working on two years ago.” Gomez told fans during an RB IG Live, as she detailed the reasonings behind her latest venture. “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.”
“I’ve stopped trying to be perfect, I just want to be me.”
Citing the overwhelming pressures faced by so many in todays society to look a certain way, Selena Gomez wants to use the platform given to her, to make a positive change for good with the launch of Rare Beauty.
Recognising how isolating and damaging the beauty world can be in 2020, Gomez is keen to note that kind of draining and toxic mentality is not the ethos nor the driving force behind her new multifaceted brand.
“It’s not just a brand, it’s going to be a lifestyle.” Selena explains on the Rare Beauty official Instagram page. “I want girls and boys and men and women to feel comfortable. Rare Beauty is meant to be enjoyed, it’s very special. We are not meant to look like everybody else, we’re meant to look like ourselves.”
“A lot of what’s coming up is going to be in participation with you guys. I want your help to build the brand because I want it to be real, with real stories and real people and just a place where people can feel like they’re in a community… where they don’t feel pressure to look like anything but themselves.”
“Our mission is to shape conversations around beauty, self-acceptance, and mental health. We want to help people get more access to support and services, and help people feel more authentically connected to one another and less alone in the world.” – Rare Beauty
“Rare Beauty isn’t about how other people see you, it’s about how you see yourself…”
Though few details are known about Rare Beauty and its initial product lineup, according to the U.S. Patent and Trademark Office, Rare Beauty has filed to sell goods including cosmetics, skincare, bath and body products, fragrance, hair accessories, beauty tools and makeup bags.
“We will go global next year.” Gomez teases. “There are lots and lots of other things I want to share with you guys over the next few months, so stayed tuned…”