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Selena Gomez on Rare Beauty

Photo credit: Getty Images
Photo credit: Getty Images

From Harper's BAZAAR

Update, 05/08/20: Selena Gomez has revealed that Rare Beauty will launch globally on 3 September, after the pandemic pushed back her initial plans.

"I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and RareBeauty.com," Gomez wrote to her 185 million followers on Instagram. "I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!"

Update, 14/04/20: Selena Gomez has been speaking about her imminent brand launch, Rare Beauty.

Speaking to fellow Hollywood star, Amy Schumer in Interview magazine, Gomez spoke about her relationship to beauty:

"I wanted to start a conversation about how can you make yourself feel great. It’s not necessarily about needing these things to make yourself feel beautiful. People of my generation have all this pressure to look a certain way, and I wanted to make a line that took away a bit of that pressure. I use real people in the campaigns."

She added that there are "48 shades of foundation and concealer" in the line, and that "It’s all very clean and easy. I wanted people to feel safe."

Update, 05/02/20: 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.

Original, 14/08/19: Selena Gomez is set to launch a beauty brand, following the likes of Lady Gaga and Rihanna into the lucrative celebrity cosmetics arena.

According to the US Patent and Trademark Office, the actress and musician filed a trademark for ‘Selena Gomez’ on 11 July for a number of beauty products. Included in the list are “fragrances, cosmetics, skincare preparations, haircare preparations, soaps, moisturisers and essential oils”.

The 27-year-old released a self-titled fragrance in 2013, and has worked on a number of endorsements within the fashion industry, from Louis Vuitton to Coach, but this is Gomez’s first consumer brand to be released under her production company, July Moon Productions.

Gomez is known for glamorous beauty looks, be it a power lip or her starlit skin, plus experimenting with her hair. After dying it blonde, she's back to brunette, sporting a long bob this summer.

The star is yet to comment on the news, but we imagine she'll use social media to update her fans and showcase the products as and when they come to fruition. Watch this space.

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