Selena Gomez's Rare Beauty Is Here: Shop The New Makeup Line!

Come and get it — Selena Gomez’s Rare Beauty is available to shop!

The star’s brand new makeup line just officially launched, and all of the beauty products are up on the Sephora and Rare Beauty websites. Rare Beauty is debuting with makeup items across 14 categories, including base, lip, cheek, eye and brow products. As the founder and creator of Rare Beauty, Gomez has been deeply involved in product development from testing to designing each item for her brand over the last two years.

“I’m so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare,” said Gomez in a press release. “These products aren’t about being someone else, it’s about being who you are, whether that’s rocking a full face of bold makeup or barely any makeup at all. Makeup is something to enjoy, it’s not something you need. I want every person to feel beautiful exactly as they are.”

The formulas are airy and breathable, meant for everyday wear that feels effortless on and lets everyone’s natural beauty shine through. Standouts include the Liquid Touch Weightless Foundation, offered in 48 shades, the Lip Souffle Matte Cream Lipstick, a weightless air-whipped lip cream, and Perfect Strokes Matte Liquid Liner, a calligraphy-inspired liquid eyeliner comprising more than 1,000 vegan bristles.

The beauty brand has the same name as Gomez’s 2020 album, Rare. For Gomez, as the pop star explained in a video shared on Rare Beauty’s Instagram Story, the word is about self-love and embracing imperfections.

“‘Rare’ is such a special word for me because it’s all about eliminating the need for perfection. Rare is about being comfortable with who you are and embracing who you are, loving who you are, accepting who you are. There is so much beauty in imperfection and my hope is that all of you can see that. I just want us to stop comparing ourselves to people and start embracing who we are.”

As a champion for mental health, Gomez launched the Rare Impact Fund in an effort to raise $100 million over the next 10 years to provide access to mental health services for underserved communities. One percent of all sales from Rare Beauty, along with funds raised from partners, will benefit the Rare Impact Fund.

The makeup brand has also created the Rare Beauty Mental Health Council. According to the Rare Beauty website, it is “composed of expert advisors from leading universities, organizations, and companies focused on mental health. The Council will guide the company’s strategy to ensure maximum impact.”

Starting today, you can also shop the Rare Beauty line online and in person at open Sephora store locations in the U.S., Canada and Mexico, including Sephora stores in JCPenney.

Shop every Rare Beauty product ahead.

A weightless foundation with buildable coverage and a natural finish. Available in 48 shades.

A lightweight, hydrating concealer with a brightening effect. Available in 48 shades.

An air-whipped lip cream with a soft velvety matte finish.

A refillable touch-up compact that holds blotting papers and a radiant powder-filled puff.

A dewy, nourishing lip balm with a hint of color.

Choose radiant finish or matte finish of this long-lasting liquid blush.

A luminous liquid highlighter for a silky, soft, glowing-from-within look.

A black matte liquid eyeliner with over 1000 individual vegan bristles that’s long-lasting and waterproof.

A silicone-free gel primer with ultra-fine pearls for a luminous look.

This dual-ended brow pencil, featuring a triangular-shaped tip and tinted brow gel.

A multi-tasking fine mist that hydrates, primes, sets and refreshes skin.

This foundation brush is cruelty-free and made with soft bristles great for blending.

An angled, cruelty-free concealer brush for precise application.

A plush diamond-shaped beauty sponge.

See Rare Beauty at Sephora.

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