“It’s not just a brand. It’s going to be a lifestyle.” With these words Selena Gomez announced the launch of her makeup brand Rare Beauty in a live video on Instagram.
“I am launching my own beauty brand and it is called Rare Beauty,” she told her 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.”
After transforming the profile of her Instagram Revival tour into the platform for her new company, the brand shared its first three posts in which you can read Gomez’s motto: “[Today,] too many people feel trapped by unrealistic expectations that are impossible to achieve. @rarebeauty is about accepting who you are — and finding the beauty in your imperfections.”
Gomez has been part of the celebrity entrepreneurial wave for the past decade, joining names like Rihanna, Drew Barrymore, Lady Gaga, and Jessica Alba in creating platforms simultaneous to their careers in entertainment.
In 2010, the young singer launched Dream Out Loud, her fashion line consisting of a collection of jeans, skirts, scarves, jackets, and hats all made from recycled or eco-friendly materials. After the launch, Gomez said: “With my line, I really want to give the customer options on how they can put their own looks together. I want the pieces that can be easy to dress up or down, and the fabrics being eco-friendly and organic is super important. Also, the tags will all have some of my inspirational quotes on them. I’m just looking to send a good message.”
Ten years later, and at only 27 years old, her new foray into the world of beauty and fashion will have stronger allies.
In an exclusive collaboration with Sephora, Rare Beauty will initially be available in the United States, Canada, and Mexico, although the singer already has the international market in her sights.
“We will go globally next year,” Gomez said to her fans. “I want your help to build the brand, because I want it to be real — real stories, real people.”
For his part, Rare Beauty’s chief executive officer, Scott Friedman, said: “We’ve hired talent that brings decades of beauty experience from leading prestige and professional makeup brands to execute Selena’s vision.”
In statements to WWD, Friedman added: “Rare Beauty will challenge society’s definition of beauty that impacts our self-worth. It’s time to stop comparing and to start embracing our own uniqueness. Everyone is different — and that’s a good thing.”