Rare Beauty

Pop star Selena Gomez recently announced that she will be launching a new beauty brand later this year.

The makeup line, which is called Rare Beauty after Gomez's recent album, is set to launch exclusively at Sephora stores in the United States, Canada and Mexico this summer. Rare Beauty will also be sold on it's own website. Gomez estimates that the new brand will be available globally in 2021.

She has big dreams for Rare Beauty. Her main goal is for Rare Beauty to be a collaborative effort. During a recent Instagram story she said:

"I want your help to build the brand because I want it to be real-real stories, real people."

On Rare Beauty's Instagram page, the official announcement post says that Gomez has been working on this "special project" for two years.

Rare Beauty's chief executive officer Scott Friedman said of Selena's mission:

"Rare Beauty will challenge society's definition of beauty that impacts our self-worth. It's time to stop comparing and start embracing our own uniqueness. Everyone is different-and that's a good thing.

Friedman continued by saying that Rare Beauty's mission is to shape conversations around beauty, self-acceptance and mental health.

"We will work to help people get more access to support and services. We want to help people feel more authentically connected to one another and less alone in this world."

On another Instagram post on the Rare Beauty page was this caption:

"Our founder @selenagomez believes everyone is unique and rare. But today, too many people feel trapped by unrealistic expectations that are impossible to achieve. @rarebeauty is about accepting who you are-and finding beauty in your imperfections."

Rare Beauty has hired a bevy of beauty industry all stars to it's team, including former executives from NYX, Hourglass and The Honest Co.

You can sign up to receive brand updates on their official website rarebeauty.com. Also, be sure to stay in the loop by following the brand on Instagram.

Selena Gomez has been a long time advocate for mental health awareness. She has and continues to be very open about her own mental health struggles, and speaks openly in public about the importance of therapy and mental health medication.

To learn a little more about Selena, her album and her mental health, check out this NPR interview from January 26, 2020. She's a real gem.