Back in February, Selena Gomez announced she was going into makeup: her line Rare Beauty will be out this summer 2020 in Sephora stores. While an exact release date hasn't been shared as of April 13, Gomez spoke more about the kinds of products her line will have. Her disclosure comes days after she released her "Boyfriend" music video where she was wearing products from the line.
Here, everything we know so far about Rare Beauty:
What products will Selena's makeup line have?
Gomez has confirmed the line will have foundation, concealer, lipstick, and eyeshadow. She told Amy Schumer in her Interview profile that there will be 48 shades of foundation. She also promised that she'll make a mascara that doesn't clump.
Schumer asked Gomez about her relationship with makeup. Gomez explained, "I wanted to start a conversation about how can you make yourself feel great. It’s not necessarily about needing these things to make yourself feel beautiful. People of my generation have all this pressure to look a certain way, and I wanted to make a line that took away a bit of that pressure. I use real people in the campaigns. I have 48 shades of foundation and concealer. It’s all very clean and easy. I wanted people to feel safe."
What products has Selena teased so far?
Gomez has primarily showed off the line's lipstick and eyeshadow colors, along with a look at its liquid eyeliner.
When is Rare Beauty launching?
Gomez hasn't given an exact release date, but she said summer 2020 when she first announced the line and that the line would go global in 2021.
"The line is going to be at every Sephora store, and we will go globally next year," Gomez said in February. "There’s lots and lots of other things I want to share with you guys, but we’re going to share them within a few months."
Has COVID-19 affected the launch of the line at all?
The Rare Beauty team is still working remotely, but the brand has delayed the photo shoot for their first #WeAreRare campaign. Rare Beauty had done an open casting call at the end of February.
In late March, the Rare Beauty IG updated fans on its status: "While our office is closed and our team is working remotely, stay tuned here for more ways we’ll be connecting with you and continue building this community together. Stay safe! 💖 #WeAreRare," it wrote.
They've also been having virtual community meetings with fans. Rare Beauty shared a shot of one in mid-March. "Started our day off with our FIRST EVER community meetup!" the brand wrote on its IG. "Today we talked about what we’re grateful for, celebrating your uniqueness and future product ideas. Don’t worry, this is just the first of many and we can’t wait to meet more of you! Let us know below if you’re interested in joining our next meetup. 💖"
Where will Rare Beauty be available?
Rare Beauty will be in all Sephora stores (and Sephoras inside JC Penney) and presumably available to purchase on Sephora's site. RareBeauty.com is live, although at this point, it only includes an email list you can sign up for.
How did Selena announce Rare Beauty?
Selena Gomez announced the news in an Instagram Live on February 4. She described the project as "really exciting and very special" to her.
“I am launching my own beauty brand and it is called Rare Beauty," she told her viewers. "This is something I started working on two years ago. 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." Gomez cited the pressure people may feel to look a certain way or use certain products, calling it at times a bit isolating and not the ethos of Rare Beauty.
"It’s not just a brand. It’s going to be a lifestyle," Gomez said. "I want girls and boys and men and women to feel comfortable. It’s [Rare Beauty] meant to be enjoyed, it’s very special. We are not meant to look like everybody else, we’re meant to look like ourselves."
Gomez did the Instagram Live from Rare Beauty's office and teased Rare Beauty's Instagram. "A lot of what’s coming up is going to be in participation with you guys," she said. "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."
What's the deal with Rare Beauty's built-in Instagram following?
Rare Beauty's Instagram started with over 975,000 followers because it was once another account Gomez had. Gomez's Revival tour Instagram became the brand's official page right before Gomez announced the line in February. Fans noticed that the name of it changed to "rarebeauty," and Gomez's team took photos from the tour down ahead of Gomez's official announcement. Here's a shot of the page in the middle of the cleanup:
And here's the page right after Gomez announced Rare Beauty:
The brand shared three posts after news of the beauty line broke, including a quote from Gomez. "Our founder @selenagomez believes everyone is unique and rare," the brand wrote. "But today, too many people feel trapped by unrealistic expectations that are impossible to achieve. @rarebeauty is about accepting who you are–and finding the beauty in your imperfections."
And a video of Gomez with the line:
When did rumors of Selena launching Rare Beauty first start?
Gomez teased in a January 2020 interview with Variety that she is expanding her brand beyond what people may expect from her. “The thing I’m most excited about is to be able to do things that I’ve always dreamed of," she said. "I have a few things coming out this summer that I’m excited about that will be me stepping into another lane. Nothing I can say right now but I’m really excited, it’s going to be a great year for me."
Rumors first picked up in August 2019 when Women's Wear Daily reported that Gomez filed trademarks for a beauty line. The products she filed for include “fragrances, perfumes, colognes, aftershaves, cosmetics, cosmetic preparations, body care preparations, skincare preparations, hair care preparations, soaps, moisturizers, incense, nail preparations, beauty products, and essential oils.”
Alyssa Bailey News and Strategy Editor Alyssa Bailey is the news and strategy editor at ELLE.com, where she oversees coverage of celebrities and royals (particularly Meghan Markle and Kate Middleton).