Selena Gomez has revealed details of her forthcoming beauty brand, Rare Beauty.
Landing at Sephora in North America this summer, it appears to be launching with colour cosmetics.
Gomez broke the news in an Instagram video showing her working behind-the-scenes on the testing and swatching process:
More information on the brand was shared via the official Instagram account,
@rarebeauty. “Our mission is to shape conversations around beauty, self-acceptance, and mental health,” a caption reads. “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.”
In another, they continue to explain the brand’s point of difference – and what Gomez brings to it. “Our founder @selenagomez believes everyone is unique and rare. But today, too many people feel trapped by unrealistic expectations that are impossible to achieve. @rarebeauty is about accepting who you are – and finding the beauty in your imperfections.”
For a star that speaks out about emotional abuse, depression, and how social media can negatively affect self-esteem, it seems fitting that Gomez is approaching this project with such responsible messaging and an in an inclusive, empowering manner.
From Harper’s Bazaar UK