In January, American singer Selena Gomez released her third full-length music album ‘Rare’ that was #1 in the Billboard 200 album chart. Eight months later, she’s now ready to take over the world of beauty with the launch of Rare Beauty – her first-ever venture in this space.
Gomez enters the line-up of celebrity cosmetic brands like that of Lady Gaga, Kylie Jenner and Rihanna in the West and Katrina Kaif and Lisa Haydon in Bollywood.
What makes Rare Beauty unique is its founder, Selena’s stance on mental health and the need to remind her customers that “Rare beauty is not about how other people see you. It is about how you see yourself,” the 28-year old said in an Instagram video.
Gomez’s 100 per cent vegan brand has makeup, skincare and beauty products. On the roulette are matte lip creams, dewy lip balms and liquid blush in a range of colours.
There are as many as 48 different shades of Liquid Touch Weightless Foundation and Liquid Touch Brightening Concealer, said to be the most popular Rare Beauty products yet.
Illuminating primer, liquid luminizer, brow pencil and gel, Blot & Glow Touch-up Kit and a 4-in-1 mist are a few other available products. Currently, Rare Beauty is exclusively available on Sephora and its own website in the US. Canada and Mexico.
Rare Beauty’s aesthetics is about ‘soft, minimal and premium’. Hues of nude pink and beige combined with clean, sophisticated design of the products dominate the packaging style.
The Rare Impact Fund makes a significant part of the pop singer’s beauty line. Over the next decade, it aims to raise $100 million to serve the mental health gaps and uplift the underserved communities. Rarebeauty.com states that funds raised from its partners and one per cent of all sales of its products will be dedicated to this cause.
To celebrate this launch, here’s a round up of some of the most iconic beauty moments of Gomez, from her black to blonde hair transition to embracing minimal makeup and then going all glitter.
The quarantine look
Retro-chic with red lips and thick winged eyes
The edgy blonde waves
Hot pink eyes and sleek blunt bob hair