Unique and Personal

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Selena Gomez is launching a makeup brand, Rare Beauty, which cares about individual features and promotes positivity.

The American singer believes that everyone is unique and rare, and her line celebrates who you are and what makes you different.

The brand aims to use makeup to shape positive conversations around beauty, self-acceptance and mental health. Selena’s interest in beauty products started at a young age and, over the last three years, she has channelled her love for makeup into developing her brand. The singer and entrepreneur openly discusses the unrealistic expectations set by society that are impossible to achieve. She created Rare Beauty to challenge the myth of physical perfection.

“I’m so excited to release beauty products that not only feel great but also celebrate what makes each of us rare,” says Selena. Rare Beauty products are designed for everyday self-expression, and each item has a sensorial story. The brand’s Perfect Strokes Matte Liquid Liner is inspired by a calligrapher and comprises more than 1,000 individual hairs.

The complexion products include the Always An Optimist Illuminating Primer, Always an Optimist 4-in-1 Mist, and the Liquid Touch Weightless Foundation & Liquid Touch Brightening Concealer, each available in 32 shades to suit all skin tones.

And more, such as the Gratitude Dewy Lip Balm in eight shades, Lip Souffle Matte Lip cream in 12 shades, Positive Light Liquid Luminizer in eight shades, Soft Pinch Liquid Blush in eight shades (four dewy and four matte), Brow Harmony Pencil & Gel, and three tools.

The brand is also developing a Rare Impact Fund that aims to increase access to mental health resources. One per cent of all sales and funds raised from partners will be dedicated to the programme from the first Rare Beauty product sold. The Rare Impact Fund announced an ambitious goal to raise USD100 million over the next 10 years to help address the gaps in mental health services for underserved communities. Rare Beauty is exclusively available at Sephora.


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