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Meet Rare Beauty, Selena Gomez’s New Makeup Line Shaping Conversations on Mental Health

Seemingly a lifetime ago, Selena Gomez released her album Rare with an extra surprise for makeup-obsessed fans: she would be launching a beauty line under the same name as her album. Gomez, who mostly keeps her beauty looks low-key and real, said the brand will unveil with 48 shades of foundation and concealer this summer. While everyone has been eagerly waiting to shop, Rare Beauty has been making new headlines this week after pledging to raise $100 million for mental health.

Here’s everything you need to know about Rare Beauty and its incredible mission to shape conversations around self-acceptance.

Rare Beauty will be sold at Sephora

The brand is a Sephora Exclusive, and will be available for purchase both in-store and online.

The Rare Impact Fund is making major contributions to mental health services

Selena Gomez is a longtime mental health advocate and has spoken at length about her bipolar diagnosis. “I have been open with my own personal mental health struggles,” Gomez told Forbes in an interview. “Through my openness, I have heard from many young people over the years struggling as well, and so this is very close to my heart.”

On July 22, Rare Beauty announced the Rare Impact Fund, which will raise $100 million over the next 10 years in an effort to increase the accessibility of mental health services. The fund also has a Mental Health Council comprised of university mental health experts and professionals to guide efforts. 


Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources. How? Starting with our very first sale, 1% of annual Rare Beauty sales will go directly to the Rare Impact Fund. But that’s not all. We’re committed to raising funds with numerous philanthropic partners to reach our goal. The Rare Impact Fund will help support the local, national, and global organizations that have a direct impact on the well-being of this amazing community. Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts. To learn more about our resources and support, and to meet the members of our Mental Health Council, head to our IG stories! #RareImpact

A post shared by Rare Beauty by Selena Gomez (@rarebeauty) on

You can expect clean products

While we don’t know much about the products yet, Gomez describes the line as “clean and easy.” We do know that there will be a mascara that doesn’t clump, which I am already so hyped for. 

Gomez wants the brand to be “real”

Gomez understands that the beauty industry can make people feel less than and often sets standards for unattainable perfection. This is why Rare Beauty will showcase real people in its marketing. Back in February, Gomez posted to Instagram calling on her fans to submit videos with the hashtag #WeAreRare, choosing 50 submissions for the brands first campaign. 

With all of that in mind, I’ll be anxiously awaiting the official release of Rare Beauty and will be constantly refreshing the Sephora website.

Megan is a senior majoring in Marketing Communications and Publishing at Emerson College and is currently an Editorial intern at Her Campus Media. She's spending her final summer in Boston and is making the most of it by trying all the take-out in Allston that she can get. Apart from writing, she is passionate about baking, thrift-shopping, ice cream, and making an honest attempt at reducing her Tik-Tok screentime.
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