From her Disney Channel days portraying the iconic Alex Russo on Wizards of Waverly Place to becoming a teen pop sensation, Selena Gomez has consistently remained in the public eye for over a decade. We’ve grown up watching her on TV, listening to her music and now wearing her makeup brand? Following in the highly acclaimed footsteps of Rihanna, the Kardashian-Jenner’s, Lady Gaga and countless others, Gomez officially announced that she’s venturing into the world of beauty and launching her own cosmetic brand: Rare Beauty.
She posted a promotional video to her social media where she shares the message behind her brand. She begins the video by stating how “Being rare is being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.” She then goes on to share her goals for the brand, stating how she believes “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 or a like or comment. Rare Beauty isn’t about how other people see you, it’s about how you see yourself.”
After sharing the message behind her upcoming brand, it seems that Rare Beauty will not follow the typical celebrity formula when it comes to makeup lines. On their Instagram account, which as of now has only 3 posts, one of the posts states, “today, too many people feel trapped by unrealistic expectations that are impossible to achieve. @rarebeauty is about accepting who you are–and finding the beauty in your imperfections.”
The 2010s showcased a heavy influx of celebrities who had never had any previous affiliation with cosmetics, starting up their own makeup brands. In recent years, some of these brands have received criticism for accusations of being a marketing ploy to make more money, with little to no regard for the actual products they are selling. In 2019, it seemed that every other week a new celebrity makeup brand was launched, leading to consumers questioning the authenticity behind the brands. Many seem to view it as a cynical money grab- an exercise in milking every dollar from fans who would buy any product simply because of the name associated with it, despite its quality, according to Buro. According to Insider, concerns came from influential voices in the media, including popular YouTuber Jaclyn Hill who tweeted in Dec. 2019, “I feel like 2019 was the year that every single publicist looked at their A list celebrity client and said ‘it’s time to create a makeup line.’” However, considering that she also released her own cosmetic line and one that spurred much controversy with expired lipsticks, her tweet may also be referring to herself as well.
Despite the trend of celebrity makeup brands as a money-making ploy, Gomez’s Rare Beauty, which has been two years in the making, seems genuine, authentic and above all, real. While the video provided little information as to what products she’ll be selling, despite some shots of her applying lipsticks, what we know for sure is that the message behind the brand celebrates diversity, confidence and inclusivity. On an Instagram live video, Gomez went into further detail on the ethos behind her brand stating “It’s not just going to be a brand, it’s going to be a lifestyle. I want girls to feel comfortable, girls and boys and men and women and everyone to enjoy it because it’s meant to be enjoyed, it’s very special. We are not meant to look like everyone else, we are meant to look like ourselves, like you. And you’re rare, you’re a rare beauty.” The brand will retail in Sephora stores all over North America this summer.
Want to see more HCFSU? Be sure to like us on Facebook and follow us on Instagram, Twitter and Pinterest!