So soon! Selena Gomez announced the launch date for the her highly anticipated beauty line, Rare Beauty.
In an Instagram post on Tuesday, August 4, the former Disney Channel star let fans know that they can shop the collection starting September 3 at Sephora and rarebeauty.com. “I’ve had so much fun creating everything and can’t wait for y’all to try it all,” she continued to write in the caption. “I hope you love it as much as I do!”
Back in July, she also shared news on how the brand is giving back. In an Instagram post on her birthday, July 22, Gomez announced the Rare Impact Fund, which will help individuals in underprivileged communities get access to mental health services and support.
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On Tuesday, February 4, the “Lose You to Love Me” singer took to social media to share the exciting announcement.
After working on the project for two years — and filing for a trademark back in August — Gomez will officially launch the collection at Sephora this summer as well as all Sephora’s inside JCPenney locations.
She revealed this alongside a sneak peek video in which she explains the general idea behind the brand.
“Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me,” the founder says as she tests lipstick and eyeshadow samples while laughing with the team. “I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embarrassing our own 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.”
She continued to share this sentiment in an Instagram Live video she did around 12:30 p.m. PST.
“It’s not just a brand. It’s going to be a lifestyle,” she explained. “I want girls and boys and men and women to feel comfortable. It’s meant to be enjoyed, it’s very special. We are not meant to look like everybody else, we’re meant to look like ourselves.”
To bring some veteran experience to the up-and-coming brand, they recruited Scott Friedman from NYX to serve as chief executive officer. “We’ve hired talent that brings decades of beauty experience from leading prestige and professional makeup brands to execute Selena’s vision,” Friedman told WWD.
Though Rare Beauty will be available in North America this summer, Gomez told the publication that it has plans to expand internationally in 2021.“We will go globally next year,” Gomez told the publication. “I want your help to build the brand, because I want it to be real — real stories, real people.”
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