It's been almost six months since Selena Gomez first announced that she will be launching what has since become one of the most highly anticipated celebrity beauty brands.
The singer has shared peeks of the makeup collection with behind-the-scenes selfies, and now, we finally know everything: it's called Rare Beauty, and it's launching on September 3 at Sephora and on RareBeauty.com.
On Tuesday, both Gomez and Rare Beauty made an announcement on Instagram about Rare Beauty’s launch.
“I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do,” wrote the star, who celebrated her 28th birthday last week, to her 185 million Instagram followers.
Although details about the products have been very much under-wraps thus far, Gomez has been very open about her goals for Rare Beauty. In a video shared on the brand’s Instagram page, that already has a following of 1.3 million, the “Same Old Love” singer said that we are living in a time where it is “all about how you look.”
“That can be exciting and fun, but at the same time it can just be a bit dangerous,” Gomez explained. “So I wanted people to feel like makeup is something you can enjoy, it's not something that you need.”
The pop singer has made it clear that she wants Rare Beauty to be a force for good in the fight for more access to mental health services. In July, the brand announced that it was forming the Rare Impact Fund, wherein one percent of Rare Beauty sales will be dedicated to increasing access to resources, with the hopes of raising $100 million within 10 years.
Gomez is the latest celebrity to join the beauty world, following Rihanna's Fenty Beauty, Lady Gaga's Haus Beauty, Jennifer Lopez's line with Inglot Cosmetics, and Kylie Jenner and Kim Kardashian's namesake brands.
The mental health and self love advocate is currently the face of Coach and collaborated with the brand on accessories and a ready-to-wear collection in 2018. She's also currently the brand ambassador of athletic brand Puma and is working with them on a line of apparel, shoes and accessories.
Rare beauty’s website has a sign-up option that will send even more details about the launch directly to your email address as the big day gets closer.
By Natalie Reppas