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Selena Gomez’s Rare Beauty is ‘not just a brand’

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Selena Gomez, singer and actress, is releasing Rare Beauty on Sept. 3 at midnight EST exclusively in Sephora and on rarebeauty.com.

Gomez has been busy recently. Fresh off her collaboration with Blackpink, a South Korean girl group, on their song and video for “Ice Cream,” and the release of her album “Rare” in January of 2020, Gomez is finally releasing her highly anticipated makeup line that she’s been teasing since February.

“I’ve been working on @RareBeauty for two years now, it’s something I’m really proud of,” she said.

The brand will launch with 48 foundation shades, lip souffles, concealers, blushes, accessories and more. On Rare Beauty’s website there will even be “online only” items. The shade range is reminiscent of the extensive 40-shade range foundation that Rihanna’s Fenty Beauty launched with.

Gomez thought a shade range this inclusive would help make wearing makeup “very clean and easy,” and that it would make people “feel safe,” she said.

According to Teen Vogue, Gomez first announced that she was working on a “special project” in February that was going to “challenge” the current beauty space.

“I didn’t just want to be a celebrity attaching her name to something because that’s definitely not my style. I would feel disingenuous,” she said.

Gomez, 28, is a Texas native and is perhaps most well known by Generation Z and millennials as Alex Russo on Disney’s “Wizards of Waverly Place” that ran from 2007 to 2012. She has acted in other projects such as the “Hotel Transylvania” franchise and she is a talented music artist. Gomez has scored Billboard’s Woman of the Year in 2017 and has landed a number one hit with “Lose You to Love Me” on the Billboard Hot 100.

Rare Beauty is perfect for the makeup artist that wants to spend time in the craft. 

However, “at the same time if I’m just gonna go somewhere really quick, I’ll put on the foundation, concealer, maybe my brow — and I’m off!” Gomez said.

Not only did Gomez create a beauty line, but she also created the Rare Impact Fund where she hopes to bring awareness and change to the mental health services in underserved communities. Every product sold by Rare Beauty will go towards supporting this mission.

Courtesy of Rare Beauty

Specifically, in their efforts to raise $100 million over the next decade, “one percent of sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund,” per Rare Beauty.

The term “rare” has held significance in Gomez’s life and career. She used that term as the title of her recent album and she has it tattooed on her neck.

In a YouTube video that was posted to Rare Beauty’s channel, Gomez said, “Being rare is about being comfortable with yourself.” 

Gomez has yet to release an eyeshadow palette but she plans on taking the brand globally next year, according to Elle.

“It’s not just a brand. It’s going to be a lifestyle,” she said.

Although Gomez has opened up about her struggles with mental health, her image and self-doubt in the past, she wants fans to embrace challenging the “unattainable beauty standards.”

“We believe there is power in being vulnerable,” Rare Beauty said.

Courtesy of Rare Beauty

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