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'Rare Beauty' by Selena Gomez is Launching Complexion Products

Gettyimages | Tibrina Hobson
By Nicole Brandy Ryan

Selena Gomez is following in the footsteps of, well, most of Hollywood. In early February, Gomez announced her brand, Rare Beauty. This brand, however, is different than other celebrity brands. Gomez is taking a very Fenty Beauty approach with Rare Beauty, with foundation and concealer as some of the brand's first products. Much like Fenty Beauty, Gomez is also giving fans a chance to get involved with the brand and campaign. The brand took to Instagram to announce the launch to fans.

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The Announcement

Gettyimages | Kevin Winter

Gomez is launching the #WeAreRare community call. The call is a request for stories about what makes you rare. Fifty people from the call will be chosen to share their story in the brand's first campaign and receive sneak peek products and merchandise. To be considered, applicants must share their rare story. Those entering must also submit their personal Sephora Color IQ. Since Rare Beauty is requesting a Sephora Color IQ from applications, it's safe to assume that Rare Beauty foundation and concealer is likely on its way.

Open Call

Gettyimages | Cindy Ord

The open call was posted on Rare Beauty's Instagram early Thursday morning. The post reads, "Our first #WeAreRare community call is open and we’re excited to build this community together! It’s all about celebrating what makes you, you; and we would love your voice to be a part of the story. Simply tell us what makes you rare at and you could be featured in our #WeAreRare campaign which will be shot in Los Angeles. You’ll also be one of the first to try Rare Beauty products, and most importantly, meet new friends and join our Rare Beauty community. Submissions are open until 3/1 at 11:59 PM EST."

Making Beauty Inclusive

Gettyimages | Toni Anne Barson

Fans have been anxiously awaiting the singer's new brand. When Gomez first announced her new beauty brand, fans got a behind-the-scenes look at development with footage of Gomez herself trying out samples. In the video, Gomez can be seen applying foundation down the side of her face. In a press release for the brand the announcement reads, "Rare Beauty celebrates individualism and highlights what makes each of us unique. Rare Beauty aims to find beauty in what society considers 'imperfect' and build a community that shapes conversations around beauty, self-acceptance, and mental health."

A Competitive Industry

Gettyimages | Tibrina Hobson

The beauty industry is absolutely flooded with brands, products, and creators. It's an incredibly competitive industry, and also incredibly lucrative. Maybe that's why everyone seems to be jumping in headfirst. From celebrities to influencers, it seems as though everyone is launching a beauty brand recently. So what will make Selena's different? Well, first and foremost the singer's dedication to individuality and celebrating what makes you "rare" is a new a fresh approach that not many other brands encourage. This perspective will definitely make Rare Beauty stand out.

What's Next?


While concealers and foundations may be the first product featured by Rare Beauty, that certainly won't be the end. The brand is revving up to launch a whole slew of products. Multiple lip and eye products have already been created by the brand as well. As far as when those future products will launch, no word has been given. Nonetheless, we're all excited for Selena's new brand as well as return to the spotlight. After a hiatus, it's certainly nice to have Gomez back.

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