Selena Gomez has launched her own makeup line, Rare Beauty, which is now available exclusively at Sephora. The line, which includes a foundation in 48 shades, aims to support mental health services through the Rare Impact Fund. One per cent of all product sales, along with funds raised by partners, will go towards the fund, which has a target of raising $100 million over the next decade to provide mental health services for underserved communities.
Gomez, who spent two years developing the line, said the products are designed to boost self-esteem and encourage self-expression. “These products aren’t about being someone else, it’s about being who you are,” she said. “Makeup is something to enjoy, it’s not something you need. I want every person to feel beautiful exactly as they are.”
Rare Beauty comprises 14 categories and 150 stock-keeping units, including liquid foundation, eyeliner, lipstick, highlighter and blush. The formulas are light and breathable with buildable coverage. The liquid foundation, priced at $29, contains lotus, gardenia and water lily extracts and has a serum-like base to avoid caking or clogging pores.
The line is currently available in the US, Canada and Mexico at Sephora stores and online, as well as at RareBeauty.com. Global expansion is planned for 2021.
