Selena Gomez has been secretly working on a beauty line. The singer and actress has announced the imminent debut of her newest brand, ‘Rare Beauty,’ which will roll out in Sephora stores across the United States come Summer 2020.
Following in the steps of Rihanna, Lady Gaga and Kesha, Selena Gomez took to Instagram to announce the launch of her beauty line to her 167+ million followers. The 27-year-old revealed she has been working on the project for two years. Although she has yet to comment officially on the products to be released as part of the first collection, a behind-the-scenes video shot at Rare Beauty shows her playing around with foundation and lip colours.
“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.”
Rare Beauty is a reference to her most recent album, ‘Rare’ and its titular track. The newly launched Rare Beauty Instagram account explains more about the brand’s mission.
“Our mission is to shape conversations around beauty, self-acceptance, and mental health. 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.”
Selena Gomez is no stranger to designing and creating brands. In 2010, the singer first ventured into fashion with the launch of her Dream Out Loud line with Kmart. Since then Gomez has launched namesake fragrances, collaborated with Coach on a ready-to-wear collection and has designed a range for Puma. Selena Gomez’s next Puma collection will be dropping on August 15th.
Photo credit: Instagram | rarebeauty
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