Like everyone else in the world, we’re sure you’ve been patiently waiting for Selena Gomez’s new cosmetic company Rare Beauty. Well, we finally have an official launch date: September 3! Gomez posted on her personal Instagram page on August 4 confirming the news with a photo from what looks like a Rare Beauty photoshoot. “I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and RareBeauty.com I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!” Back in February, the singer and actress first announced she was working on her own makeup brand. And fans ever since have been following closely to find out any more information on the project.
Gomez created an Instagram page dedicated to the company which has gathered over one million followers. This is what we know so far. She revealed in an interview that the foundation and concealer will include 48 shades. She told Amy Schumer, “I wanted to start a conversation about how can you make yourself feel great. It’s not necessarily about needing these things to make yourself feel beautiful. People of my generation have all this pressure to look a certain way, and I wanted to make a line that took away a bit of that pressure. I use real people in the campaigns. I have 48 shades of foundation and concealer. It’s all very clean and easy. I wanted people to feel safe.” A series of selfies experimenting with the makeup makes us think that there is probably going to be a liquid eyeliner, as well. While we don’t know yet the exact products, at least we won’t have to wait much longer!
In a video shared on Rare Beauty’s Instagram, Gomez opened up about the empowering mission behind her brand. “I live in a time where it’s all about face. It’s all about makeup. It’s all about how you look in a lot of ways and that can be exciting and fun but at the same time it can just be a bit dangerous. So I wanted people to feel like makeup is something you can enjoy. It’s not something that you need. And I felt like that’s kind of who I am. I am very authentic. I’m very real with my fans. Any girl, woman, boy, whoever they are can just feel beautiful exactly how they are.”