Selena Gomez announces new 'Rare Beauty’ makeup company

She following in the footsteps of multi-hyphenates before her.
Published February 5, 2020 11:12 a.m. EST
Last Updated February 5, 2020 11:15 a.m. EST
Selena Gomez is already a singer, actor, and TV producer and now the multi-talented 27-year-old is getting into the beauty business. Following in the footsteps of fellow popstars Rihanna and Lady Gaga, Gomez is launching Rare Beauty, a makeup line that is set to arrive this summer and will be sold in Sephora stores across Canada, Mexico and the United States.Gomez made the announcement to her 167 million Instagram followers on Tuesday, sharing a video where she talked about the new company and trying some of the products that fans will soon be able to get their hands on. “Being rare is about being comfortable in yourself. I’ve stopped trying to be perfect. I just want to be me,” says Gomez.The singer has been an anti-bully advocate for years and has spoken frequently about her love-hate relationship with social media, something she touches on in the video. “I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our uniqueness. You’re not defined by a photo or a like or a comment. Rare Beauty isn’t about how other people see you. It’s about how you see yourself.”[video_embed id='1887319']RELATED: These celebrities are pressing pause on social media[/video_embed]The video opens with Gomez making notes about her new beauty line. Answering the question of who Rare Beauty is designed for, Gomez writes “anyone who truly wants their natural self to shine,” and adds that the company values “people from all over the world." Safe to say you can expect some very uplifting packaging when your first order of Rare Beauty lipstick arrives.
Gomez appears to have been taking notes when it comes to celebrities uploading vides of themselves trying their own products. In the case of Rare Beauty, Gomez can be seen physically applying the makeup and not miming the motions. That’s one box checked off.Teasing the announcement on February 4, Gomez did an Instagram Live with fans at 12:30 p.m. ET and went into detail about the origins of the brand. "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,” said Gomez. "It’s not just a brand. It’s a lifestyle. I want girls and boys and men and women to feel comfortable.” Adding that Rare Beauty is ‘meant to be enjoyed,’ Gomez continued, adding, “We are not meant to look like everybody else, we’re meant to look like ourselves."
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Did it again @bangbangnyc ? rare

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The new makeup line shares its name with Gomez’s latest album, which arrived in January, five years after the singer released her highly successful Revival. Gomez tattooed the word ‘rare’ on her neck on January 16, enlisting the help of celeb-favourite tattoo artist Bang Bang. If she later decides she doesn’t like the tattoo, now she has the right makeup to help cover it up.[video_embed id='1891032']BEFORE YOU GO: JLo and Shakira put on winning Halftime show[/video_embed]