Everything We Know About Selena Gomez’s Inclusive New Beauty Brand, Rare Beauty

The label will donate a portion of proceeds towards mental health resources for undeserved communities.
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Image: Instagram/@selenagomez

Celebrities starting their own beauty brands are hardly a new concept. Rihanna has Fenty Beauty, Lady Gaga has Haus Laboratories, Victoria Beckham has Victoria Beckham Beauty… the list continues. And now, Selena Gomez is set to launch her beauty line, the highly anticipated Rare Beauty.

Announcing her debut cosmetics company earlier in February, the 28-year-old singer finally shared earlier this week that herbeauty brand will officially launch on September 3rd. Here’s what we know about Rare Beauty so far.

Her brand has a strong message on individuality and empowerment

"I live in a time where it's all about face. It's all about makeup. It's all about how you look in a lot of ways and that can be exciting and fun but at the same time it can just be a bit dangerous," she said in an Instagram video for Rare Beauty.


"So 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 am very authentic. I'm very real with my fans. Any girl, woman, boy, whoever they are can just feel beautiful exactly how they are." Check out her full video below:



It focuses on inclusivity

“I have 48 shades of foundation and concealer. I use real people in the campaigns,” she once said in a media interview about her brand. 


A portion of proceeds to Rare Beauty will go towards their Rare Impact Fund

The Rare Impact Fund is dedicated to helping increase access to mental health resources, with a goal to raise $100 milllion USD over the next 10 years. “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," they said in a statement.


The brand has also elected “expert advisors from leading universities, organizations and companies focused on mental health” to serve on their Rare Beauty Mental Health Council to help make decisions that “ensure maximum impact” in underserved communities.


The brand has been two years in the making

This came when Gomez first revealed on Instagram earlier in February that she had been working on this project over the past two years. “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!” she says.

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