, and will debut at Sephora this summer.
“Being rare is about being comfortable with yourself,” says Gomez. “I’ve stopped trying to be perfect. I just want to be me. I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our own uniqueness. You’re not defined by a photo, a like or a comment. Rare Beauty isn’t about how other people see you. It’s about how you see yourself. I want girls and boys and men and women to feel comfortable. 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.”
According to a trademark filing last August, the line will offer cosmetics as well as fragrances, skincare, haircare, soaps, bath items, moisturizers, cleansers, nail products, incense and essential oils, among other products.
Gomez follows in thefootsteps of other stars with makeup brands including Rihanna, Lady Gaga, Kesha, Millie Bobby Brown, Taraji P. Henson, Tracee Ellis Ross and more. Previously, Gomez teamed with Givaudan perfumers for a fragrance in 2012 and has worked as a brand ambassador for both Coach and Puma.
Rare Beauty boasts a roster of beauty brand veterans on its team. Former executives from NYX, Hourglass, Too Faced and more have signed on to aid Gomez in her Sephora launch.
“We are honored to partner exclusively with Sephora and bring Rare Beauty to Sephora and Sephora inside J.C. Penney stores throughout North America this summer,” Scott Friedman, chief executive officer, Rare Beauty, toldWWD
. “They’re passionate about bringing Selena’s message to life, a message that is aligned and in sync with Sephora’s We Belong values. We’ve hired talent that brings decades of beauty experience from leading prestige and professional makeup brands to execute Selena’s vision. Rare Beauty will challenge society’s definition of beauty that impacts our self-worth. It’s time to stop comparing and to start embracing our own uniqueness. Everyone is different – and that’s a good thing.”
The line will be available in North America this summer, with Gomez planning to expand internationally in 2021.
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