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Selena Gomez teased on Instagram this afternoon that she had a big announcement coming, and she didn’t even need to make the formal statement before her fans to put the pieces together. Gomez is launching her own beauty line, Rare Beauty, that will be out in Sephora this summer. She described the project as “really exciting and very special” to her.
Gomez did an Instagram Live at 12:30 P.M. PST where she detailed why she’s launching the brand. She wore some of the product but couldn’t reveal too much yet.
“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.” Gomez cited the pressure people may feel to look a certain way or use certain products, calling it at times a bit isolating and not the ethos of Rare Beauty.
“It’s not just a brand. It’s going to be a lifestyle,” Gomez 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.”
“The line is “going to be at every Sephora store, and we will go globally next year,” Gomez added. “There’s lots and lots of other things I want to share with you guys, but we’re going to share them within a few months.” Gomez did the Instagram Live from Rare Beauty’s office and teased Rare Beauty’s Instagram. “A lot of what’s coming up is going to be in participation with you guys,” she said. “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.”
Her Revival tour Instagram became the brand’s official page. Fans noticed that the name of it changed to “rarebeauty,” and Gomez’s team took photos from the tour down ahead of Gomez’s official announcement. Here’s a shot of the page in the middle of the cleanup:
And here’s the page now:
The brand just shared its three posts, including a quote from Gomez. “Our founder @selenagomez believes everyone is unique and rare,” the brand wrote. “But 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.”
And a video of Gomez with the line:
Rarebeauty.com is live too, teasing an email list for the line.
Gomez teased in a January 2020 interview with Variety that she is expanding her brand beyond what people may expect from her. “The thing I’m most excited about is to be able to do things that I’ve always dreamed of,” she said. “I have a few things coming out this summer that I’m excited about that will be me stepping into another lane. Nothing I can say right now but I’m really excited, it’s going to be a great year for me.”
The Rare Beauty announcement comes a couple months after Women’s Wear Daily reported that Gomez filed trademarks for a beauty line in August 2019. The products she filed for include “fragrances, perfumes, colognes, aftershaves, cosmetics, cosmetic preparations, body care preparations, skincare preparations, hair care preparations, soaps, moisturizers, incense, nail preparations, beauty products, and essential oils.”