“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. ” – Selena Gomez
Hot on the heels of Rihanna, Lady Gaga and Victoria Beckham, Selena Gomez is the latest in the ever-expanding list of celebrities to launch their own beauty labels.
What is the singer behind pop songs like “Look at Her Now” and “Rare” planning to call it? The name of her latest album provides a clue. In case you’ve missed it, the brand is dubbed Rare Beauty – representing its aim to help consumers feel comfortable in their own skin.
The former flame of Justin Bieber took to Instagram on Tuesday to announce the news, clad in a yellow sweater and matte red lipstick (is that a hint?).
She told some 167 million followers on the platform, “I wanted to make a brand where you feel comfortable. You know, I think people feel the pressure — I know I do — where you kind of feel like you need to look like everyone else or you should get this because that’s what everybody else gets.”
“It’s not just a brand. It’s going to be a lifestyle,” she added.
Though Selena has remained tight-lipped about what products will be available at launch, updates on the brand’s official Instagram page hint that it will focus on the makeup category for now.
“I want us all to stop comparing ourselves to each other and start embracing our own uniqueness,” Selena says in the campaign video. “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.”
A separate post on her personal account reveals that she has been working on this project for two years, with other reports of her filing a trademark for the line last August. Rare Beauty is slated to launch in Sephora US, Canada and Mexico this summer.
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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.
Follow Selena Gomez and Rare Beauty on Instagram for more updates on upcoming launches.