It's Official: A Selena Gomez Beauty Brand Is Coming
Rare Beauty will hit Sephora in September 2020.
Selena Gomez has shared the official launch date for Rare beauty. In an Instagram video posted on Aug. 4, the singer revealed that her brand's first products will drop on Sept. 3 exclusively at sephora.com, Sephora North American stores, and rarebeauty.com.
"This is makeup made to feel good in, without hiding what makes you unique," Gomez wrote in the post's caption.
See what the star says fans can expect from Rare Beauty by watching the full video:
Selena Gomez is officially adding beauty brand founder to her resume.
On Feb. 4, the singer announced she's launching Rare Beauty, a makeup brand that will exclusively be available at North American Sephora stores in summer 2020. She shared via Instagram, giving her fans as sneak peek of the line.
"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!," writes Gomez in the post's caption. "Follow @rarebeauty and become part of our beautiful community. Here’s a tiny sneak. There’s more to share AND I can’t wait."
While Gomez hasn't revealed Rare Beauty's initial product lineup, the clip is a good indication of what's to come. The video shows the singer testing various products, including lip gloss, under eye concealer, and a makeup sponge.
The brand also has an official Instagram page, but it's nothing the actress' fans haven't seen before. Rare Beauty's first posts include the same behind-the-scenes video Gomez posted along with an inspiring quote from the singer and the brand's mission statement.
"Our mission is to shape conversations around beauty, self-acceptance, and mental health," reads the caption of the brand's first post. "We want to help people get more access to support and services, and help people feel more authentically connected to one another and less alone in the world."
This mantra aligns with Gomez's personal mental health journey. In a recent interview with WSJ, she recently shared how medication has "completely changed her life."
"I found out I do suffer from mental health issues. And, honestly, that was such a relief," she told the pulication. "I realized that there was a way to get help and to find people that you trust. I got on the right medication, and my life has been completely changed."
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The news of Rare Beauty follows WWD's report from this summer that Gomez filed a trademark to start her own brand. Her makeup line is the latest of a handful of celebrity beauty brands that have launched in the last year, including Lady Gaga's Haus Laboratories, Tracee Ellis Ross' Pattern haircare line, Taraji P. Henson's TPH by Taraji haircare, and Millie Bobby Brown's Florence by Mills makeup and skincare line.
Gomez hasn't confirmed the exact launch date of Rare Beauty yet, but you can follow her brand's Instagram account for the latest updates.