Selena Gomez’s Beauty Line Will Launch With 48 Shades

This has already been quite the year for Selena Gomez, and it’s only just beginning. Hot on the heels of her most recent album, Rare, which came out in January, came the info that the singer and actor is launching a beauty line of the same name. On Tuesday, February 4, Gomez posted a video to her Instagram page announcing the new venture: “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,” she shared in the caption.

Although she’s had some killer makeup moments in the past, Gomez tends to keep it low-key when it comes to beauty, so it will be interesting to see the direction the line goes in. She didn’t share tons of details, but here’s everything we know about the line so far.

The name: The line is called Rare Beauty, which mirrors the name of Gomez’s recent album. She’s referred to the album as her diary from the past few years, and many of the lyrics are speculated to be about her relationship with Justin Bieber.

The release date: There’s no exact launch date yet, but in Gomez’s February video, the plan was for the line to be available in the summer of 2020.

Where to shop: Good news: You’ll be able to pick up Rare Beauty at Sephora with all your other beauty essentials.

The mission: Judging from Selena Gomez’s voice-over in the video, the brand is all about embracing inner beauty. “Being rare is about being comfortable with yourself,” she says in the clip, which you can watch above. “I’ve stopped trying to be perfect. I just want to be me. I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our uniqueness. You’re not defined by a photo, a like, or a comment. Rare Beauty isn’t about how other people see you. It’s about how you see yourself.”

The campaign: Gomez is using “real” people in her campaign and in late February put out a casting call for fans to submit a video with the hashtag #WeAreRare. Out of these submissions, 50 will be chosen to appear in the brand’s first campaign.

The products: In a new interview published by Interview magazine on April 13, Gomez revealed a few more details about the products themselves, which she calls “clean and easy.” The biggest news is she’ll be launching with 48 shades of foundation and concealer. We can also expect a “mascara that doesn’t clump,” per the request of Amy Schumer, who was conducting the interview.

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