Selena Gomez has just announced on Instagram live and social media that she will be launching a beauty line. She talks about Rare Beauty, saying, “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! Follow @rarebeauty and become part of our beautiful community. Here’s a tiny sneak. There’s more to share AND I can’t wait.”
In the video, she plays with makeup while discussing the message behind her new beauty brand. “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me,” the singer explains before diving into details about what makes her line special.
Scott Friedman, Rare Beauty’s CEO, expands on Rare Beauty’s purpose by telling Women’s Wear Daily that the brand’s mission is to shape conversations around beauty and self-acceptance, but also mental health. “We will work to help people get more access to support and services. We want to help people feel more authentically connected to one another and less along in this world.” He also explains that “Rare Beauty will challenge society’s definition of beauty that impacts our self-worth. It’s time to stop comparing and to start embracing our own uniqueness. Everyone is different — and that’s a good thing.”
Rare Beauty will be available in Sephora and online beginning this summer.