Seemingly a lifetime ago, Selena Gomez released her album Rare with an extra surprise for makeup-obsessed fans: she would be launching a beauty line under the same name as her album. Gomez, who mostly keeps her beauty looks low-key and real, said the brand will unveil with 48 shades of foundation and concealer this summer. While everyone has been eagerly waiting to shop, Rare Beauty has been making new headlines this week after pledging to raise $100 million for mental health.
Here’s everything you need to know about Rare Beauty and its incredible mission to shape conversations around self-acceptance.
Rare Beauty will be sold at Sephora
The brand is a Sephora Exclusive, and will be available for purchase both in-store and online.
The Rare Impact Fund is making major contributions to mental health services
Selena Gomez is a longtime mental health advocate and has spoken at length about her bipolar diagnosis. “I have been open with my own personal mental health struggles,” Gomez told Forbes in an interview. “Through my openness, I have heard from many young people over the years struggling as well, and so this is very close to my heart.”
On July 22, Rare Beauty announced the Rare Impact Fund, which will raise $100 million over the next 10 years in an effort to increase the accessibility of mental health services. The fund also has a Mental Health Council comprised of university mental health experts and professionals to guide efforts.
You can expect clean products
While we don’t know much about the products yet, Gomez describes the line as “clean and easy.” We do know that there will be a mascara that doesn’t clump, which I am already so hyped for.
Gomez wants the brand to be “real”
Gomez understands that the beauty industry can make people feel less than and often sets standards for unattainable perfection. This is why Rare Beauty will showcase real people in its marketing. Back in February, Gomez posted to Instagram calling on her fans to submit videos with the hashtag #WeAreRare, choosing 50 submissions for the brands first campaign.
With all of that in mind, I’ll be anxiously awaiting the official release of Rare Beauty and will be constantly refreshing the Sephora website.