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Selena Gomez is all smiles

Selena Gomez Is Coming for Fenty Beauty's Neck

Gettyimages | Kevin Winter
By Brooklyn Denton

Selena Gomez is planning to take the beauty world by storm with a little help from her newly unveiled brand Rare Beauty. The multihyphenate has gotten her feet wet in many different verticals over the course of her career. In addition to singing, acting and executive producing (hello, 13 Reasons Why), Gomez now wants to add founder to her rolodex and take over the beauty industry the Fenty way.

The Rare Beauty brand was announced earlier this month and now fans are getting a first look at what Gomez has in store.

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Selena Gomez smiling slyly
Gettyimages | Tibrina Hobson

According to an Allure article, the Rare Beauty brand is hosting a #WeAreRare community call, asking those who participate to reveal the things that make them rare. The 50 people selected will move forward by starring in the brand's first-ever campaign, gain access to merchandise, as well as receive product.

Similar to the way Fenty Beauty approached their initial rollout, Rare Beauty is said to be releasing products in stages. Some of the brand's first products are believed to be concealer and foundation. The reason behind this observation? The Rare Beauty brand wants to know your Sephora Color Q.

Selena Gomez smiling
Gettyimages | Tibrina Hobson

While it could be their strategic partnership with Sephora, the fact that all applicants would be required to send in their Color Q in conjuction with their submissions would also make for great data collection for difficult to find shade options for complexion products.

The Sephora Color Q is Sephora-exclusive perk where shoppers can learn which complexion products best match their skin through the use of a handheld device that does the work for you when it comes to finding your perfect foundation and concealer match.

Giphy | Interscope Records

The line, which also shares a name with Gomez's recently released studio album, Rare, has a message she holds near and dear to her. During an Instagram live commemorating the reveal of her brand, Gomez told viewers, "I am launching my own beauty brand and it is called Rare Beauty. 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."

Selena Gomez smiling
Gettyimages | Tibrina Hobson

On Feb. 4, the brand made its first ripple in the beauty world when they posted their first photo on the Rare Beauty by Selena Gomez official Instagram account. The caption read, "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."

The "Wolves" singer could be seen in the comments saying, "It's happening."

Selena Gomez looking off to the side
Gettyimages | Theo Wargo

In her Instagram Live announcing the line, Gomez indicated how important it was to have people who identify with the Rare brand understand that their beauty is already inherently beautiful. She said, "It’s not just a brand. It’s going to be a lifestyle. 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."

All things considered, we might have some brilliant color matches on our hands coming this summer.

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