February of this year, actress and singer Selena Gomez happily announced on her Instagram Live that she would be launching her own beauty brand called Rare Beauty. It is inspired by Rare, her widely successful third full-length album that she executive produced. It was originally planned to be out by summer, but was delayed due to pandemic. With a little Rare Beauty teaser in the music video of Ice Cream with BLACKPINK, Selenators and beauty junkees alike have been looking forward to the big reveal of Selena’s exciting beauty venture.

And the day is finally here! Rare Beauty has finally officially launched today on Sephora in Canada and in the USA!

The former Disney star said in an interview that her cosmetic line has been in the works for two years. Rare Beauty is more than just your average makeup brand, as the pop star envisions to break down unrealistic standards of beauty perfection through her dynamic beauty offerings.

“I didn’t just want to be a celebrity attaching her name to something because that’s definitely not my style. I would feel disingenuous,” Selena admitted at a press event. When the brand was first announced, the singer was clear that Rare Beauty is also going to be a beauty community that will nurture well-being and self-acceptance. “Our mission is to shape conversations around beauty, self-acceptance, and mental health,” the singer said. Selena wants to position her brand as a line that affect impact on society to stop comparing ourselves with each other and start embracing our uniqueness.  

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Gomez has been very keen about hiring real people as models in her campaigns to truly represent all kinds of beauties.

Now, let us get down to business. Let’s take a look at Rare Beauty‘s initial line-up of makeup goodness!

Rare Beauty‘s Liquid Touch Weightless Foundation has 48 shades of medium to full coverage, which speaks volumes! Clearly, this selection of foundation caters to different skin tones, sending a clear message that Selena wants everyone to embrace his or her own skin color. She wants the brand’s foundation line to be very clean and easy too, as well as sending a sense and feeling of safety while using the product. The Liquid Touch Weightless Foundation is for everyday use, as it is weightless and breathable and nice on your skin:

Rare Beauty has also launched its Liquid Touch Brightening Concealer– a lightweight, brightening, and buildable concealer, also available in 48 shades, and a perfect match to the brand’s wide-ranged line of foundations:Rare’s Lip Soufflé Matte Lip Cream is a full-on color, featherweight cream lip color in 12 hydrating, long-lasting shades:

Soft Pinch Liquid Blush is a weightless, long-lasting blush available in 8 shades of both matte and dewy finish:
With Gratitude Dewy Lip Balm is a hydrating lip-balm that gives you a buildable tint in 8 shades:

Perfect Strokes Matte Liquid Liner is an easy-glide, waterproof eyeliner that gives a perfect precision every time:

Positive Light Liquid Luminizer is a silky, buildable glow liquid highlighter that will brighten your face up for the whole day:

Besides having a goal of promoting self-love and the celebration of diversity, Rare Beauty has also established the Rare Impact Fund that aims to raise $100 million for mental health services of individuals in underserved communities. The brand will donate one percent of all sales of every single product sold.

Rare Beauty is now exclusively available on Sephora in Canada and in the USA. The beauty brand is planning to expand globally by 2021. For more details, you may visit the brand’s official website rarebeauty.com and its Instagram page @rarebeauty. 

Image Source:
Rare Beauty’s Official Website