Big things are happening for Selena Gomez. Hot on the heels of her album Rare, which came out in January, the singer announced she’d be launching Rare Beauty, a makeup brand with a deeper meaning.
On Tuesday, February 4, Gomez posted a video to her Instagram page announcing the new venture: “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,” she said in the caption.
Since then Sel stans have been patiently waiting for details, and finally—after much speculation—Rare Beauty is finally available to shop at Sephora and the brand's website. Here’s everything you need to know.
What’s the meaning behind the name Rare Beauty?
The brand name echoes the name of Gomez’s recent album. She’s referred to the album as her diary from the past few years, and many of the lyrics are speculated to be about her relationship with Justin Bieber.
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When is Rare Beauty launching?
In her original video, Gomez said that Rare Beauty would be launching in summer 2020, but in an Instagram post in early August, she revealed the brand would be available starting September 3—so you can officially add everything to cart now.
Where can you buy Rare Beauty?
Good news: You’ll be able to pick up Rare Beauty at Sephora with all your other beauty essentials, as well as online at rarebeauty.com.
What makes Rare Beauty different from other brands?
The brand is all about embracing inner beauty, as much as it about self-expression. “Being rare is about being comfortable with yourself,” she said in the teaser for the brand's release, which you can watch above. “I’ve stopped trying to be perfect. I just want to be me. I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our 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.”
In an interview with Allure published on August 31, Gomez said: “Beauty doesn’t have to be defined by a like or a comment, or your body. The whole time we were creating [Rare Beauty], we were always under the notion that this was going to be also about mental health and creating a safe place for people to connect.“
What products does Rare Beauty include?
In a conversation with Interview magazine published on April 13, Gomez revealed a few more details about the products themselves, which she calls “clean and easy.” The biggest news is she has launched 48 shades of foundation and concealer, plus a “mascara that doesn’t clump,” at the request of Amy Schumer, who was conducting the interview.
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Rare Beauty features 12 formulas, 100-plus shades, and three tools. The launch includes the Always an Optimist Illuminating Primer, Liquid Touch Weightless Foundation, Liquid Touch Brightening Concealer, the Soft Pinch Liquid Blush, the With Gratitude Dewy Lip Balm, the Lip Souffle Matte Lip Cream, the Positive Light Liquid Luminizer, Brow Harmony Pencil & Gel, and the Perfect Strokes Matte Liquid Liner.
For skin-care obsessives, there’s also the Always an Optimist 4-in-1 Mist with niacinamide and hyaluronic acid.
What is the Rare Beauty Impact Fund?
On July 22, Rare Beauty announced it was launching the Rare Impact Fund in an effort to raise money to increase access to mental health services. “Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources,” the brand said in an Instagram post. “How? 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.”
The post continued: “Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts.”
So without further ado, if you're ready to shop the line now, check out some of the must-have products, below.
