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Selena Gomez Announces Formation of Her New Beauty and Lifestyle Line, Rare Beauty

Gettyimages | Theo Wargo
By Zachary Holt

The 27-year-old pop sensation, Selena Gomez, has decided to come out with her own beauty and lifestyle line, joining the likes of Kylie Jenner, Kim Kardashian, and Kendall Jenner.

However, for Gomez, the release of the line is not simply about piling on makeup to take the perfect Instagram pictures. It's so much more than that for the Rare singer. Gomez decided to go live on her Instagram account to share with her 167 million followers what was behind the purpose, design, and outlook for her lifestyle line, Rare Beauty.

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Rare Beauty to Be Sold Online Exclusively, At Sephora in Summer of 2020

Gettyimages | Jon Kopaloff

In Gomez's Instagram live video, while sporting red lips and sparkling eye shadow, she announced that the Rare Beauty line would be sold online exclusively until it was incorporated into Sephora's product selection in the Summer of 2020. Gomez voiced her hopes that the line would be available on a global scale by the following year.

And while the Wizards of Waverly Place alum couldn't share too much about the brand at the current moment, she did expound upon why she decided to develop the line and what she was hoping people would gain from using its products.

Gomez Shares That She Wants Rare Beauty to Be a Lifestyle Brand

Gettyimages | Taylor Hill

Following the Rare singer sharing her hopes for how the line would be scaled in the near future, she shared the intended ethos of the products within the line. "I want it to be a lifestyle," she said in the video.

And unlike so many influencers and high-profile Instagram stars, Gomez wants to work directly with her fans to determine their interests and likes when it comes to beauty lines. Gomez expressed that she wants to build the brand for all types of people from different backgrounds and ethnicities.

'Being Rare Is About Being Comfortable With Yourself'

Gettyimages | Toni Anne Barson

After her live video, she followed up with a post on her Instagram which featured her trying on some of the makeup products along with her friends. Gomez also shared what she believed the mission of Rare Beauty is, specifically, enunciating the need 'to be comfortable with yourself'.

"Being rare is about being comfortable with yourself," Gomez began. "I’ve stopped trying to be perfect, I just want to be me. I think Rare Beauty can be more than a beauty brand. 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 Hopes The Brand Will Help Mitigate Mental Health Illnesses

Gettyimages | Alberto E. Rodriguez

Gomez then encouraged fans to follow the Rare Beauty Instagram page where they could learn what the brand actually hopes to achieve in the near future and how it's her goal to help tackle mental illnesses through authenticity and honesty.

"Our mission is to shape conversations around beauty, self-acceptance, and mental health," she wrote in the following post. "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."

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