As if we didn’t have reason enough to run to the nearest Sephora when we go abroad.
Now, Selena Gomez is launching her new make-up range, Rare Beauty, in the beauty store.
Form an orderly queue behind us.
The range, which has been “two years in the making” was announced by Selena herself on social media last night.
The 27-year-old ‘Lose You To Love Me’ singer has named the brand Rare Beauty, a not-so-subtle nod to her new album of the same name.
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! Here’s a tiny sneak. There’s more to share AND I can’t wait. pic.twitter.com/fWZQqyqrW9
— Selena Gomez (@selenagomez) February 4, 2020
The brand, which will launch in Sephora stores this summer, is about being “comfortable with yourself”.
“I’ve stopped trying to be perfect, I just want to be me. 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 uniqueness.” She said in the teaser video she posted online.
“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.”
She officially announced the new brand to her 167 million Instagram followers.
In her Instagram Live video, Gomez told viewers: “This is something I started working on two years ago. I found the right partners and the right team…and it’s important to me because I wanted to make a brand where you feel comfortable.”
She believes the line is more than just a brand, but a lifestyle.
“I want girls and boys and men and women to feel comfortable. It’s [Rare Beauty] meant to be enjoyed, it’s very special. We are not meant to look like everybody else, we’re meant to look like ourselves.”
Instead of creating a new page for Rare Beauty, her Revival tour Instagram account recently changed its name to @rarebeauty.
What we know so far is that it’ll launch in the summer in Sephora with a plan to go worldwide next year.
Gomez sees it as a “collaboration” with her fans: “I want your help to build the brand because I want it to be real. Real stories and real people and just a place where people can feel like they’re in a community. Where they don’t feel pressure to look like anything but themselves.”
The collaborative vibe has worked well for brands in the past, with the likes of Glossier thriving from this model.
Fans have suspected something is in the works for a while. Last month, she announced in an interview with Variety she would be expanding her brand beyond what people may expect.
This, plus the filing of a beauty brand trademark in August 2019, reported by Womens Wear Daily left people wondering what’s to come.
There’s no hints about what make-up the brand might sell at this point, but her trademarks cover: fragrances, perfumes, colognes, aftershaves, cosmetics, cosmetic preparations, body care preparations, skincare preparations, hair care preparations, soaps, moisturisers, incense, nail preparations, beauty products, and essential oils.
Bring on the summer.