Selena Gomez Finds Her 'Sweeter Place' in the Beauty Industry With 'Rare Beauty'

Rihanna, Millie Bobby Brown and Lady Gaga have successfully released their respective beauty brands in the past, but Selena’s has a different message and purpose.

Since the beginning of her career, Selena Gomez has advocated the importance of embracing one’s true self, one of her most iconic lyrics being “I'm no beauty queen, I'm just beautiful me." It’s safe to say that this message will live on with the launch of her new beauty brand, Rare Beauty.

In an Instagram Live on February 4, Gomez announced her upcoming beauty line, noting that it would hit the shelves of Sephora stores in the U.S., Canada and Mexico this summer — all while showing off a bold, red lip.

Many Selenators noticed the name right away, as it’s a reference to her latest album its title song “Rare." And while many initially thought that it would just be a makeup line, Selena told viewers that “It’s not just a brand. It’s going to be a lifestyle." She also highlighted that “It’s meant to be enjoyed — it’s very special” and that “We are not meant to look like everybody else, we’re meant to look like ourselves.” This definitely caught the attention of viewers.


https://www.instagram.com/p/B8KLZqVnoPk/?utm_source=ig_embed&utm_camle=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank">

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https://www.instagram.com/p/B8KLZqVnoPk/?utm_source=ig_embed&utm_camle=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Our mission is to shape conversations around beauty, self-acceptance, and mental health. We want to help people get more access to support and services, and help people feel more authentically connected to one another and less alone in the world.

A post shared by https://www.instagram.com/rarebeauty/?utm_source=ig_embed&utm_campaile=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;" target="_blank"> Rare Beauty by Selena Gomez (@rarebeauty) on

 "I wanted to make a brand where you feel comfortable. You know, I think people feel the pressure — I know I do — where you kind of feel like you need to look like everyone else or you should get this because that's what everybody else gets." This statement alone shows that the two years spent working on the Rare Beauty brand have been well thought out, making Selenators all over the world anxious to get their hands on her products.

The underlying message of expressing one’s individuality is promoted on the posts on the new Rare Beauty Instagram Page. One of the strongest statements from Gomez is "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." This is definitely a powerful message — especially in this day and age, where we all let social media rule what we think of ourselves and those around us. (Instagram, you are my kryptonite!)


https://www.instagram.com/p/B8KLgKnnzPv/?utm_source=ig_embed&utm_camle=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank">

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https://www.instagram.com/p/B8KLgKnnzPv/?utm_source=ig_embed&utm_camle=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">We are just getting started. This is makeup made to feel good in—let’s do this together. Coming summer 2020 only to @Sephora, @sephoracanada, @sephoramx and RareBeauty.com. #sephora #sephorainjcp

A post shared by https://www.instagram.com/rarebeauty/?utm_source=ig_embed&utm_campaile=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;" target="_blank"> Rare Beauty by Selena Gomez (@rarebeauty) on

At this point, we’re all anxious to see what products will be offered and when the exact release date will be, but I already like what I see — and I hope you do too!