Selena Gomez Announces ‘Rare Beauty’ Makeup Line

Actress and singer Selena Gomez announced in an Instagram live video today that she’ll be joining the growing roster of celebrity makeup brands with her collection, Rare Beauty, that will launch in Sephora stores this summer.

“This is something I started working on two years ago,” Gomez said in the video announcement. “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.”

She said she wants the brand to help people feel like their authentic selves without the pressures of societal beauty standards weighing on them, hence the name Rare Beauty.

Selena Gomez on #RareBeauty: “It’s meant to be enjoyed; it’s very special. We are not meant to look like everybody else; we’re meant to look like ourselves.” pic.twitter.com/Ji3howBOZV

— Alyssa Bailey (@alyssabailey) February 4, 2020

“It’s not just a brand,” Gomez said. “I want girls and boys and men and women to feel comfortable… We are not meant to look like everybody else. We’re meant to look like ourselves.”

She said she plans to take the brand global next year. It will start out being distributed exclusively in North America.

Gomez also released a Twitter video shortly after the announcement showing some behind the scenes work on the brand.

Guys, I’ve been working on this special project for two years and can officially say Rare Beauty is launching in @sephora stores in North America this summer! Here’s a tiny sneak. There’s more to share AND I can’t wait. pic.twitter.com/fWZQqyqrW9

— Selena Gomez (@selenagomez) February 4, 2020

The brand’s name coincides with Gomez’s recent album called “Rare,” which includes Billboard chart-topping single “Lose You to Love Me.”