Over the years, beauty brands have slowly tweaked their conversations towards a holistic approach to beauty and wellness. But no brand is doing it better than Selena Gomez’s Rare Beauty.
From child actress – she got her first role in the children’s television series Barney & Friends at 10 – to becoming a Disney darling with Wizards of Waverly Place, to singer and producer, Gomez can now add beauty brand founder to her list of accolades.
Launched in September 2020 in the United States, it will debut in Singapore on July 15 and will be exclusively stocked at Sephora stores and on sephora.sg.
Rare Beauty highlighters.
Rare Beauty offers a full line of 133 thoughtfully formulated and thoroughly tested products – Selena Gomez herself has been involved in every step of the product development, across 14 categories, including the Matte Liquid Liner inspired by a calligraphy brush, Liquid Touch Weightless Foundation in 32 shades, With Gratitude Dewy Lip Balm in eight shades, as well as its 2021 Stay Vulnerable collection launch.
Rare Beauty is not just about making you look and feel good with makeup, it also champions the importance of mental wellbeing by walking the talk.
In fact, even before its official launch, Gomez launched the Rare Impact Fund with an ambitious goal of raising US$100 million (S$135 million) over the next 10 years to help bring mental health services to underserved communities. To work towards this goal, it’s been reported that one per cent of all Rare Beauty product sales will be donated to the fund.
With Gratitude Dewy Lip Balm range comes in eight shades.
“Society constantly bombards us with images that are heavily photo-shopped and filtered. It’s really important for our mental health to not compare ourselves with others. Rare Beauty is all about celebrating what makes us unique because that’s what makes us beautiful,” says Gomez.
As someone who has always been a vocal advocate for mental health, and open with her own struggles and acceptance with anxiety, depression and bi-polar, we can see why this cause is so important to the multi-hyphenate.
“I knew from my own personal experience how these impossible beauty standards were having an effect on my mental health and I know a lot of people that felt the same way. I wanted to start Rare Beauty to eliminate all that pressure.”
Gomez speaks to us via an e-mail interview about her thoughts on beauty, Rare Beauty and why you should support the cause.