Selena Gomez's Rare Beauty debuts at Sephora

By

Robin Driver

Published
Sep 1, 2020

Rare Beauty, the California-based cosmetics brand founded by singer and actress Selena Gomez, is launching its first line of “thoughtfully formulated, thoroughly tested” beauty products as a Sephora exclusive in the U.S., Canada and Mexico on Thursday, September 3.

 
The brand’s debut offering includes 150 SKUs spread over 14 categories, including a calligraphy-inspired Perfect Strokes Matte Liquid Liner, a Blot & Glow Touch-Up Kit, a Brow Harmony Pencil & Gel, and a range of foundations, primers and concealers.
 
In line with the drive for inclusivity currently taking place in the cosmetics industry, Rare Beauty’s launch line features 48 shades of foundation in order to cater to a wide range of skin tones. The line also includes eight shades of With Gratitude Dewy Lip Balm, Positive Light Liquid Luminizer, and Soft Pinch Liquid Blush, as well as 12 shades of Lip Souffle Matte Lip Cream.

According to Rare Beauty, Gomez has been involved in “every step of product development” at the brand, which seeks to offer cosmetics for “everyday self-expression” and transmit a message of inclusion, self-love and acceptance.
 
“I'm so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare,” said Gomez in a release. “These products aren't about being someone else, it's about being who you are, whether that's rocking a full face of bold makeup or barely any makeup at all.”
 
1% of all sales of Rare Beauty products will go to the Rare Impact Fund, which aims to increase access to mental health resources. The fund recently announced a target to raise $100 million over the next 10 years in order to help provide mental health services for underserved communities.
 
At launch, Rare Beauty’s products will be available exclusively in Sephora stores and online at Sephora.com, as well as on the brand’s own e-commerce platform.
 
Following its debut in North America, Rare Beauty intends to launch in other regions around the world in 2021.