Selena Gomez has joined the growing list of celebrities venturing into beauty. Named Rare Beauty, the brand was first revealed in February 2020. Despite their preparations being plagued by some postponements due to the pandemic, we're glad to say that it has sailed smoothly with its North American launch on 3 September 2020 and its global release early this year. It's now reached our shores too, and we're bound to get our hands on Rare Beauty products through Sephora Singapore, Philippines, and Malaysia starting 15 July. If you're curious to know more about the former Disney star's brand, ahead, we note down all the good and exciting things about Selena Gomez's Rare Beauty.
Lots of new makeup to enjoy
And we really mean a lot. Selena Gomez's Rare Beauty introduced 48 new shades of foundation and concealer. Just with that, we can already see how beauty brands of the future are becoming more and more inclusive. Besides that, Rare Beauty also dropped a complete line with all your basic must-haves, including the Always An Optimist Illuminating Primer, Always an Optimist 4-in-1 Mist, and the Liquid Touch Weightless Foundation & Liquid Touch Brightening Concealer. The star, through Rare Beauty's IG page, gave us a sneak peek of the behind the scenes of her latest music video, Boyfriend. Through these, she teased us with some of her colour products.
Since then she's released quite a number of products, which have now become staples for many. The brand's current selection is composed of the Gratitude Dewy Lip Balm, Lip Souffle Matte Lip Cream, Positive Light Liquid Luminizer, Soft Pinch Liquid Blush, Stay Vulnerable Melting Blush, Stay Vulnerable Glossy Lip Balm, and Brow Harmony Pencil & Gel that all look spectacularly vivid.
Self-love and acceptance
The former Disney actress created Rare Beauty in hopes of breaking down beauty standards that aim for unrealistic perfection. In a candid chat with Amy Schumer, she said, "It’s not necessarily about needing these things to make yourself feel beautiful." With that, she puts everyone first. She continued, "It's all very clean and easy. I wanted people to feel safe." We see that their goal is really more about showing how you can have fun with makeup without compromising your comfort and hiding what makes you who you are.
Given all that, Rare Beauty wants to amplify the voices of real people in their campaigns. To connect more with everyone, they've actually held a live community meetup and are expected to hold more in time. This way, they're more closely in touch with the inspiring stories people have to share.
Safer spaces for all
Right from its conception, Selena has been clear that Rare Beauty is going to be more than just a makeup brand. Staying true to her advocacy for mental health, she also plans to use the brand to spread awareness on mental illnesses, thus, sparking the creation of the Rare Impact Fund. Through this initiative, she pledges to use one per cent of their annual sales, hoping to raise USD100 million in 10 years to help make mental health services more accessible around the world, especially for underserved communities. To make it more impactful, they've also formed a Rare Beauty Mental Health Council, with expert mental health advisors from various universities and organisations to help guide their efforts.
(Cover photo from: @rarebeauty)
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