The Rare Beauty line flaunts their variety of products. photo courtesy of Rare Beauty
A brand new makeup line with good intentions is now on the market.
Twenty-eight-year-old Selena Gomez, known for her role on Wizards of Waverly Place, as well as for her singing and producing career, has recently released her own makeup line. Rare Beauty, similar in name to Gomez’s newest album “Rare,” has its name to show that we are all precious and unique. The brand is inclusive and inviting, with goals of destigmatizing mental health and embracing uniqueness, rather than covering imperfections.
Rare Beauty’s line is perfect for all types of makeup looks, from everyday to special occasions to editorial. This project has been in the works for two years and was finally released on September 3rd, 2020. This project is very close to Gomez’s heart because it not only has a unique mission but also has a unique collection. The line’s eccentricities start with the packaging, which is very lightweight and simplistic. All the bottles are clear with a pale pink top in the shape of a ball. The packaging has a very special meaning as well. The ball shape on the top of all of the bottles is meant to help people who suffer from arthritis and people who need help gripping onto things. Gomez made this a priority because she knows the pain of feeling weak, as she suffers from lupus.
In addition to the lightweight packaging, the bottles contain a variety of products such as foundation, concealer, liquid blush, highlighter, and lip products. These products are very light and simplistic, and are good for everyday use. All 20 of the line’s products are sold online, while only 17 are sold in stores. Rare Beauty is only sold on its website and in Sephora/on Sephora’s website, and the line will be limited to those stores forever. The foundation and concealer’s shade range is very wide, meaning that there are many shades. Rare Beauty makes 48 shades to make sure everyone feels included, providing a wider range compared to other beauty lines who only make up to 20 shades.
The Rare Beauty cosmetics line includes the Rare Impact Fund, an initiative with the objective of raising $100 million over the next ten years for providing mental health services in underserved communities. Rare Beauty has composed a board of mental health professionals, as well as CEOs and directors of universities, organizations, and other companies that are focused on mental health. Adding onto her passion for mental health, Gomez stated that she is very passionate about “breaking down unrealistic standards of perfection.” With Rare Beauty, she wanted to create something that anyone can use to help them feel good “without hiding what makes [them] unique.” Gomez has had her own experiences with trying to be perfect, and she wants everyone to know that they should just be themselves, no matter what “age, gender identity, sexual orientation, [or] race” they are.
On the Rare Beauty website, they have links to resources like the Trevor Project, Sad Girl’s Club, and NAMI (National Alliance on Mental Illness) to show their support for those struggling with mental health issues and encourage people to reach out to their friends and family. No makeup line has dedicated their project to this movement, and their decision has impacted many by creating an atmosphere of inclusivity. Rare Beauty is not just a makeup brand; it is a community.
