Joining a star-studded list of celebrity-backed beauty brands, Selena Gomez has recently teased the launch of her own beauty line this summer.
The singer and actress has announced the imminent debut of her newest brand, ‘Rare Beauty,’ which will roll out in Sephora stores across the US in Summer 2020.
Taking to Instagram to impart the good news to her 167 million followers, Gomez revealed that she has been working on the project for two years. Although the star has yet to comment officially on the products she will be releasing, a behind-the-scenes video shot at Rare Beauty shows her playing around with foundation and lip colors.
“I think Rare Beauty can be more than a beauty brand,” Gomez narrates in the clip. “I want us all to stop comparing ourselves to each other and just start embracing our uniqueness.”
The newly-instated Rare Beauty Instagram account sheds light on the brand’s philosophy, explaining: “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.”
Rare Beauty’s upcoming launch also comes after the singer’s recent release of her third solo studio album, also named ‘Rare’. Though what may look to be an elaborate multi-faceted marketing campaign to sell her new album, some of Gomez’s loyal fans and followers will be quick to point out that these projects come at a time where she is opening up about her long journey with mental health.
The singer, who grew up in the spotlight, first began to open up about depression and anxiety after seeking treatment in 2018. This had followed a year of illness and recovery, when she had a kidney transplant to combat her diagnosis of lupus, a chronic auto-immune disease.
It seems, then, that Rare Beauty finds its edge in an Instagram-dominated beauty industry by opening up about celebrating the beauty found in individuality and imperfections.
Gomez is the latest in a long line of female celebrities to put their stamp on the beauty business. In 2019 alone, Kesha, Lady Gaga, Victoria Beckham and Millie Bobby Brown all launched their own skincare or cosmetics brands, while Kim Kardashian, Kylie Jenner and Rihanna have been building their own brands for years.
This article first appeared on Lifestyle Asia Singapore.