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Selena Gomez Announces 'Rare Beauty' Makeup Brand To Debut At Sephora

Selena Gomez Announces 'Rare Beauty' Makeup Brand To Debut At Sephora
February 5, 2020 - 01:27 / Hayley Paskevich

The singer announced she's venturing into the world of cosmetics today... find out all the exciting details before her new line hits shelves!

Selena Gomez is the latest celebrity to make her mark on the beauty business! She announced the news today through a video on her Instagram page, revealing that the project has been in the works for two years.

Soundtracked by Gomez's song "Rare" from her recently released album of the same name, the video sees Gomez partaking in the creation process of the industry, trying out different beauty products and brainstorms ideas with her advisory team. while talking about her vision for her cosmetics line, titled 'Rare Beauty'.

"Being rare is about being comfortable with yourself," Gomez says in the video. "I’ve stopped trying to be perfect. I just want to be me".

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Selena Gomez poses during the Meet & Greet with Selena Gomez at PUMA Flagship on January 14, 2020.

Selena Gomez's 'Rare Beauty': "more than a beauty brand"

Gomez goes on to share her mission for 'Rare Beauty', making it clear that she hopes to create a new kind of beauty statement. "I think Rare Beauty can be more than a beauty brand," she says. "I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness. You’re not defined by a photo, a like or a comment. 'Rare Beauty' isn’t about how other people see you. It’s about how you see yourself.”

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Gomez encouraging conversation about mental health, beauty

In the first post on the official Instagram account for Selena Gomez's new venture, which features typography that simply states "You are Rare", she lays out the mission statement for 'Rare Beauty'.

"Our mission is to shape conversations around beauty, self-acceptance, and mental health," the post reads. "We want to help people get more access to support and services, and help people feel more authentically connected to one another and less alone in the world".

'Rare Beauty' will reportedly be marketing all kinds of beauty-related items, including but not limited to "cosmetics, skincare, bath and body products, fragrance, hair accessories, beauty tools and makeup bags". The line is set to launch in Sephora stores across North America this summer!

Watch Selena Gomez's video announcement for 'Rare Beauty' here!