Selena Gomez, a 27-year-old global pop star, first revealed the name of her upcoming beauty brand — Rare Beauty — back in February. 

Now, an Instagram post reveals its launch date of September 3, exclusively at Sephora — and states: “This is makeup made to feel good in, without hiding what makes you unique.”

Update: A First Look at Selena Gomez’s Rare Beauty

Gomez is more than just the brand’s face. She’s an indie beauty founder with a clear mission to make her beauty different — and has recruited a team of beuaty industry veterans to help, see more details below. 

She explains the brand’s mission in the video below, saying, “I live in a time where it’s all about face, it’s all about makeup, it’s all about how you look, in a lot of ways. And that can be exciting and fun, but at the same time it can also be a bit dangerous.”

She continues, “So I wanted people to feel like makeup is something you can enjoy. It’s not something that you need.”

And adds, “And I felt like that’s kind’ve who I am. I’m very authentic. I’m very real with my fans. So I’m excited that I got to venture into this. Any girl, woman, boy, whoever they are, can just feel beautiful…just exactly how they are.” 

The Rare Impact Fund’s Goal is to Raise $1 Million for Well-Being

Rare Beauty also annouced the creation of the Rare Impact Fund. The brand states on IG, “Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources.”

Beginning with its first sale, 1% of the brand’s total annual sales will go directly to the Rare Impact Fund.

The brand also states, “But that’s not all. We’re committed to raising funds with numerous philanthropic partners to reach our goal. The Rare Impact Fund will help support the local, national, and global organizations that have a direct impact on the well-being of this amazing community.”

Establishing the Mental Health Council

Rare Beauty has also established a Mental Health Council, comprised of “leading mental health experts and professionals with ‘lived-experience’ to help steer our impact efforts,” the brand posted.

The members of its Mental Health Council are featured in the Instagram Story Highlight, Rare Impact.

More About the Brand & Its Team: Beauty Industry Veterans

Rare Beauty’s chief executive officer is Scott Friedman, former CEO at NYX — and one of many beauty industry veterans running the brand.

WWD reported in February, “Rare Beauty has also hired Katie Welch, the former chief marketing officer for Hourglass and The Honest Co., as chief marketing officer; Mehdi Mehdi, the former vice president of digital and e-commerce for NYX, as chief digital officer; Kim Magee, former vice president of sales at Kopari and Too Faced, as chief sales officer, and Joyce Kim, the former vice president of product development for NYX, as chief product officer.”

What products will the line include? Comedian Amy Schumer interviewed Gomez for Interview Magazine in April, and the pop star reveals that Rare Beauty will be all-inclusive, with 48 shades of foundation and concealer. 

What will the brand’s packaging look like? No word yet, stay tuned — but Gomez looks like she’s testing colors in this video.

Photo above left via Instagram/selenagomez

 

 

 

 

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This is makeup made to feel good in, without hiding what makes you unique. Coming September 3rd only to @Sephora, @sephoracanada, @sephoramx and RareBeauty.com. #sephora #sephorainjcp

A post shared by Rare Beauty by Selena Gomez (@rarebeauty) on Aug 4, 2020 at 9:34am PDT