It’s officially happening.
Last year, rumours began to circulate that Selena Gomez was gearing up to launch her own beauty line after she filed trademark paperwork. Now, the pop star has confirmed they were indeed true, launching the Instagram page for her new line, called Rare Beauty, this week.
The page currently only has three posts introducing the range, however it’s message of self-acceptance and inclusivity is abundantly clear. One caption reads, “Our mission is to shape conversations around beauty, self-acceptance, and mental health. We want to help more people get access to support and services, and help people feel more authentically connected to one another and less alone in the world.”
In a video, Gomez talks about the purpose of the new line, saying, “Being rare is about being comfortable in yourself. I’ve stopped trying to be perfect. I just want to be me. I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embrace our uniqueness. You’re not defined by a photo, a like or a comment. Rare Beauty isn’t about how other people see you, but how you see yourself.”
The singer has always been very open about her mental health. In a January interview with WSJ Magazine, Gomez said, “I had low self-esteem, and that’s something I work on continuously. But I feel so empowered because I’ve gained so much knowledge about what was going on mentally. My highs were really high, and my lows would take me out for weeks at a time. I found out I do suffer from mental health issues. And, honestly, that was such a relief. I realized that there was a way to get help and to find people that you trust. I got on the right medication, and my life has been completely changed.”
In the one minute long clip, Gomez can be seen sampling products including eyeshadow, lip colours and complexion. At one point, Gomez says, “I’m so nervous!”
The brand will launch exclusively in Sephora this summer. Stay tuned for more updates.