Selena Gomez Announces ‘Rare Beauty’ and We Love The Message
Selena Gomez took to Instagram on February 4th with a surprising announcement. She’s entering the beauty industry. The singer revealed that she had secretly been working on her new venture, Rare beauty for the past two years. The Rare beauty brand is off to a good start, being that the singer just topped the billboard charts with her album under the same title “Rare.”
“I think Rare Beauty can be more than a beauty brand,” Gomez said in her first promo video. “I want us all to stop comparing ourselves to each other and just 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.”
What we admire most about the new brand, is the empowering message behind it. She is adamant that Rare Beauty is more than cosmetics, but a lifestyle. Rare Beauty’s CEO Scott Friedman stated that Gomez’s beauty line aimed to do more than just create cool makeup.
“We’ve hired talent that brings decades of beauty experience from leading prestige and professional makeup brands to execute Selena’s vision,” Friedman said. “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.”
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Guys, I’ve been working on this special project for two years and can officially say Rare Beauty is launching in @sephora stores in North America this summer! Follow @rarebeauty and become part of our beautiful community. Here’s a tiny sneak. There’s more to share AND I can’t wait.
Joining the Rare Beauty brand is a list of veterans in the beauty industry. Katie Welch the former chief marketing officer for Hourglass and The Honest Co., joins 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.
According to WWD, The brand will be sold exclusively at Sephora in the U.S., Canada, and Mexico, J.C. Penny, and it’s own retail site.
“We will go globally next year,” Gomez stated. She plans to build the brand in a unique way by incorporating everyday users of her product. “I want your help to build the brand, because I want it to be real — real stories, real people.” she added.
Artemis Patrick, Executive Vice President and Chief Merchandising Officer at Sephora made a statement regarding his excitement about the newly formed partnership. “We are thrilled to debut Rare Beauty at Sephora. At Sephora, our goal is to build an inclusive community where all feel seen, understood and welcome, a value that clearly aligns with Rare Beauty’s mission. We are excited to welcome Rare Beauty to our family and can’t wait for clients to see what the brand has in store.”
This is not Gomez’s first time sharing her message of self awareness. Gomez’s brand has been consistent with promoting the message through other business ventures. The Netflix series, ’13 Reasons Why’ which Gomez serves as Executive Producer, deals with the harsh reality of suicide and mental illness. The series is very careful to not only post disclaimers concerning the topics discussed, but also offers resources for suicide prevention.
Rare Beauty is slated to launch in Summer 2020.