Selena Gomez launches Rare Beauty brand


Selena Gomez has become the latest big name to join the celebrity makeup market, launching Rare Beauty on Tuesday (February 4, 2020).

The Lose You To Love Me singer announced the project on her Instagram page, revealing she’d picked the same name as her third album, Rare, which dropped last month.

“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!” the superstar writes, alongside a short video introducing the line.

“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, Selena shows off her new eye shadow, lipstick and blush, and experiments with makeup sponges, as she says to her followers, “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.”

She continues, “I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other, and just start embracing 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.”

The inspiring message to ‘be yourself’, one the star has long embraced, really connected with her fans and within two hours of Selena’s announcement, Rare Beauty’s Instagram page had already amassed more than one million followers.