Selena Gomez has announced the launch of her own cosmetics brand, named after her recently-released album Rare.
On Tuesday, the singer shared videos of herself on her Instagram Story saying she had something “really exciting and very special” to announce.
Shortly afterwards, she revealed on the social media platform that her own make-up line, Rare Beauty, is in the pipeline, scheduled to be launched this summer in Sephora stores across North America.
Gomez stated that she has been working on collection for two years, outlining in a promotional video what “being rare” means to her.
“Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me,” the 27-year-old says in a voiceover.
“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.”
Gomez states that people are “not defined by a photo, a like or a comment”, adding: “Rare Beauty isn’t about how other people see you, it’s about how you see yourself.”
In the video, the musician trials various cosmetic products, including blush, lipstick and make-up sponges, looking visibly excited as she witnesses Rare Beauty coming to fruition.
In August 2019, it was reported that Gomez had filed a trademark for “Selena Gomez” for a variety of beauty-related items, which included “fragrances, cosmetics, skin-care preparations, hair-care preparations, soaps, moisturisers and essential oils”.
Several of Gomez’s fans expressed their excitement over the upcoming launch of her beauty line.
“When I heard that Sel is releasing a make-up brand I literally screamed of happiness and excitement. I CAN’T WAIT,” one person commented on Instagram.
“I know where all our money is going this summer,” another commented.
Gomez joins an extensive list of celebrities to have entered the world of beauty in recent years, including Rihanna with the launch of Fenty Beauty and Lady Gaga with the creation of Haus Laboratories.
During a recent interview with NPR, Gomez said she was a “victim” of “emotional abuse” during her seven-year on-off relationship with Justin Bieber.
When asked whether she looks back upon her relationship with Bieber as one of the hardest parts of her life, she responded: “It’s dangerous to stay in a victim mentality”.
“And I’m not being disrespectful, I do feel I was a victim to certain abuse…” she said.
Gomez then agreed with the interviewer that she felt she suffered emotional abuse.
“As much as I definitely don’t want to spend the rest of my life talking about this, I am really proud that I can say I feel the strongest I’ve ever felt and I’ve found a way to just walk through it with as much grace as possible,” she said.