Selena Gomez Launching Rare Beauty


Selena Gomez announced Tuesday that she is launching her own beauty brand.

Rare Beauty, which takes its name from Gomez’s latest album, will be available online and at Sephora stores in North America beginning this summer. It will launch in the rest of the world next year.

“This is something I started working on two years ago,” Gomez explained, in an Instagram Live session. “I found the right partners and the right team…and it’s important to me because I wanted to make a brand where you feel comfortable.

“It’s not just a brand. It’s going to be a lifestyle. I want girls and boys and men and women to feel comfortable. It’s meant to be enjoyed, it’s very special.”

Gomez didn’t offer many specific details about the collection but promised to share more in the months to come.

“A lot of what’s coming up is going to be in participation with you guys," she explained. "I want your help to build the brand because I want it to be real [with] real stories and real people and just a place where people can feel like they’re in a community. Where they don’t feel pressure to look like anything but themselves.”

Gomez, who has been the face of brands like Coach and Puma, launched fragrances in 2012 and 2013. She follows music stars with signature beauty lines, including Rihanna, Lady Gaga and Kesha.

“Being rare is about being comfortable with yourself,” Gomez said in an Instagram video announcing the launch. "I’ve stopped trying to be perfect. I just want to be me.

“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.”

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