Gomez is launching her own beauty line, Rare Beauty, that will be out in Sephora stores this summer. She described the project as "really exciting and very special" to her.
She shared a sneak peek of her project and wrote,
"Guys, I’ve been working on this special project for two years and can officially say Rare Beauty is launching in @sephora stores in North America this summer! Follow @rarebeauty and become part of our beautiful community. Here’s a tiny sneak. There’s more to share AND I can’t wait."
"Rare beauty isn't about how people see you. It's about how you see yourself," she says.
Gomez also did an Instagram live where she explained more about her makeup line. Here she said,
“I am launching my own beauty brand and it is called Rare Beauty," she told her viewers.
"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."
"It’s not just a brand. It’s going to be a lifestyle," Gomez said.
"I want girls and boys and men and women to feel comfortable. It’s meant to be enjoyed, it’s very special. We are not meant to look like everybody else, we’re meant to look like ourselves."
She also spoke about the future of the brand and said,
"I want your help to build the brand because I want it to be real (with) real stories and real people and just a place where people can feel like they’re in a community. Where they don’t feel pressure to look like anything but themselves."
The official page of the brand also shared a quote by Gomez in the sneak peek:
"You are not defined by a photo, a like or a comment," and the caption read,
"Our founder @selenagomez believes everyone is unique and rare. But today, too many people feel trapped by unrealistic expectations that are impossible to achieve. @rarebeauty is about accepting who you are – and finding the beauty in your imperfections."
Gomez teased in a January 2020 interview with Variety that she is expanding her brand beyond what people may expect from her.
“The thing I’m most excited about is to be able to do things that I’ve always dreamed of," she said.
"I have a few things coming out this summer that I’m excited about that will be me stepping into another lane. Nothing I can say right now but I’m really excited, it’s going to be a great year for me."
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