Selena Gomez on new Rare Beauty, her can’t-skip routine, and where she goes for inspo
While the beauty industry can feel like a bit of an overwhelm at times, one person who has done things consistently and diligently is the world’s most-followed woman on Instagram, Selena Gomez. She feels like a superstar, but at the same time, also your BFF. We’ve grown up with her on our TVs, blasting through our headphones, and for the last five years, commanding the trends for what we’re putting on our faces. She is rare, after all...
Over the years, the musician and actor has garnered millions of online fans – 426 million to be exact – not only for her global presence via banging music, binge-able shows and gorgeous selfies, but the work she continues to do for the beauty and mental health communities, too. And that work doesn’t fall short when it comes to crafting her very own cosmetics brand, Rare Beauty. Rare Beauty is a juggernaut brand to say the least – it remains one of Sephora’s top-selling brands and raked in $90 million in 2022.
But beyond the numbers and celebrity status, Selena has crafted a brand with a heart. And fans feel it beating. Its packaging has expanded how accessible it is to use for people with disabilities, like its iconic lip oils and liquid blushes that have a 'soft pinch' cap design to allow for easier opening, grip and application. A diverse spectrum of skin tones are also catered for with 48 different foundation shades.
The main ethos, as stated by the brand itself, is as follows: “We are on a mission to help everyone celebrate their individuality by redefining what beautiful means. We want to promote self-acceptance and give people the tools they need to feel less alone in the world.
“Our vision is to create a safe, welcoming space in beauty—and beyond—that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective.” Not to mention, that the products are all vegan and cruelty-free, too. And to that, we can certainly vouch that the craftsmanship and quality of products is beyond. I mean, we have tried and tested (and loved!) Sel’s entire collection.
So, how involved is she in Rare Beauty RN? How does she see the brand as unique? And what the heck is she doing (and using) to make herself look so glowy? Just in time for the launch of her latest product, the True To Myself Tinted Pressed Finishing Powder (coming to us via Sephora and Space NK on 18 July, 2024), Cosmopolitan UK exclusively picked the brains of the woman behind the makeup magic.
What does the process look like when coming up with new products – do you look at trends and then react with products alike?
Selena Gomez: Working with product development is one of my favourite things to be involved in – we are already working on our 2026 product calendar! I get inspired by so many different parts of life and I’ll text, Facetime, or call the team with product ideas and ask how we can make it happen as soon as possible – this happened recently with our Brow Harmony Flexible Lifting Gel.
I wanted something that I wasn’t finding in the store (not crunchy or stiff, but holds brow hairs in place) and I think we nailed it.
Do you have any tips for applying your latest product, the True To Myself Tinted Pressed Finishing Powder?
Selena Gomez: I like to build light coverage using my Always an Optimist Powder Brush – I’ll roll it across the True To Myself Tinted Pressed Finishing Powder, so the product goes on evenly. Starting at the centre of my face, I sweep the brush outwards. It wears seamlessly over bare skin or makeup and it's so light I forget I’m wearing it.
How do you differentiate Rare Beauty from other celebrity-founded beauty brands on the market?
Selena Gomez: I’m very excited to be a part of this amazing industry and help shape the conversations we have – I’m not here to compete with anyone. I started Rare Beauty with the hope of creating a brand that could make a difference. My goal has always been that we could have open, vulnerable conversations about beauty and mental health and how they’re connected.
That’s why launching Rare Impact was so important – impossible standards of beauty really affect our mental health. We want to meet young people where they are and provide a global community, mental health resources, and meaningful products and events that help them feel less alone.
Do you have any lifelong beauty practices for hair, body or skincare?
Selena Gomez: I love my shower ritual. I love using essential oils and going through a full-body care routine. That’s really why we created the Find Comfort collection – I find this part of the day so calming and restorative. I always end with a mist and the Body & Hair mist has been a summer favourite.
What beauty look, hair or makeup is your failsafe confidence booster and why?
Selena Gomez: It really depends on my mood or where I’m going but my easy go-to is a red lip. It feels like an instant way to create an elevated look. We just added my favourite (Devoted) to the Kind Words Lipstick range – it's a true red that flatters most skin tones.
Where did your love for beauty come from and what’s your earliest beauty memory?
Selena Gomez: I’ve always loved makeup but my relationship with makeup and beauty has really evolved over the years. At a certain point, I was struggling with comparing myself to everyone else but I’ve learned that there’s so much beauty in what makes us unique.
Where do you go for beauty inspiration?
Selena Gomez: I love watching creators on TikTok. I have so much fun trying new techniques or looks that I see everyone playing around with.
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