Happi Staff08.31.20
Selena Gomez’s Rare Beauty is launching its first line of products in the United States, Canada, and Mexico. The full line includes 14 categories and 150 skus that will be available on September 3, 2020 at Sephora.com, Sephora stores and RareBeauty.com. The brand will launch in more regions around the world in 2021.
With Rare Beauty, Gomez wanted to create a beauty brand that goes beyond physical products, helps people feel good about themselves and celebrates what makes them unique.
"I'm so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare," said Gomez. "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. Makeup is something to enjoy, it's not something you need. I want every person to feel beautiful exactly as they are."
Rare Beauty products are designed for everyday self-expression, and each product has a unique story.
The Products
Rare Beauty's Perfect Strokes Matte Liquid Liner is inspired by a calligrapher and is comprised of more than 1000 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, which are each available in 48 shades to suit all skin tones.
The brand is also releasing With 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.
Increasing Access to Mental Health Resources
From the first Rare Beauty product sold onward, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources. The Rare Impact Fund recently announced a goal to raise $100 million over the next 10 years to help address the gaps in mental health services for underserved communities, which will make it one of the largest known funds in support of mental health from a corporate entity.
With Rare Beauty, Gomez wanted to create a beauty brand that goes beyond physical products, helps people feel good about themselves and celebrates what makes them unique.
"I'm so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare," said Gomez. "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. Makeup is something to enjoy, it's not something you need. I want every person to feel beautiful exactly as they are."
Rare Beauty products are designed for everyday self-expression, and each product has a unique story.
The Products
Rare Beauty's Perfect Strokes Matte Liquid Liner is inspired by a calligrapher and is comprised of more than 1000 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, which are each available in 48 shades to suit all skin tones.
The brand is also releasing With 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.
Increasing Access to Mental Health Resources
From the first Rare Beauty product sold onward, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources. The Rare Impact Fund recently announced a goal to raise $100 million over the next 10 years to help address the gaps in mental health services for underserved communities, which will make it one of the largest known funds in support of mental health from a corporate entity.
