Selena Gomez is making the jump from music to makeup. The singer announced that she’s launching her very own makeup line called Rare Beauty. The name comes from her hit song “Rare” off of her new album, and it’s set to hit Sephora this summer.
“Being rare is about being comfortable with yourself,” Gomez said in her promotional video. “I’ve stopped trying to be perfect. I just want to be me.”
The singer went live via Instagram to share a few details about the launch but said she couldn’t give much away. She didn’t specifically name any products, but she did tell viewers she was wearing the makeup from her line. She had on a red lip and winged liner, so it’s obvious those will be at least two of the upcoming makeup products.
“I think Rare Beauty can be more than a beauty brand,” Gomez said in the 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.”
Gomez also told viewers that the makeup line has been in the works for two years. The singer partnered with Sephora to bring her vision to life and commended the company for believing in her. Gomez also said they have plans to bring Rare Beauty global sometime next year.
Celebrity Beauty Lines
Gomez isn’t the only celebrity to step into the beauty world. Over the last several years, stars such as Rihanna, Lady Gaga, Kesha, Jessica Alba and Millie Bobby Brown have created their own beauty brands. Some have been more successful than others, so it will be interesting to see how Gomez’s line fares compared to her peers.
So how do celebrities sell products when there are so many different celebrity-owned beauty brands? Well, they probably have excellent marketing strategies. Rihanna’s makeup line, Fenty has had the most success. She started her beauty brand up in 2017 and sold over $600 million worth of products within the first 15 months, according to Vox. A lot of her success probably comes down to her marketing. The brand is known for its wide inclusivity across skin tones and gender.
So far, it appears Gomez is marketing her brand as a “lifestyle” instead of just a beauty brand. Rare Beauty’s chief executive officer Scott Friedman told WWD 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.”