Selena Gomez Announces Rare Beauty Makeup Line: See The Promo

By Hayden Brooks

February 4, 2020

Selena Gomez has announced that she's launching her own makeup brand, Rare Beauty, and it's set to hit Sephora this summer.

Hopping on Instagram Live on Tuesday (February 4), the pop titan, 27, shared the big news straight from Rare Beauty's office. "I am launching my own beauty brand and it is called Rare Beauty," she told her followers. "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."

Gomez went on to describe Rare Beauty as much more than "just a brand." "It’s going to be a lifestyle," she said. "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."

While the venture is set to hit Sephora locations in the US, Canada and Mexico, including the Sephora inside J.C. Penney locations, later this summer, Gomez did admit that they have plans to go global in 2021. "A lot of what’s coming up is going to be in participation with you guys," she continued. "I want your help to build the brand because I want it to be real [with] 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."

"We are honored to partner exclusively with Sephora and bring Rare Beauty to Sephora and Sephora inside J.C. Penney stores throughout North America this summer. They’re passionate about bringing Selena’s message to life, a message that is aligned and in sync with Sephora’s We Belong values," Rare Beauty’s chief executive officer Scott Friedman, said in a statement.

For some strategic promotion, Gomez's previously active Instagram account for her "Revival World Tour" was taken over by the new venture after the folks behind the account deleted performance shots and uploaded three new posts to align with the campaign announcement. Click here for more information!

Photo: Getty Images

Selena Gomez
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