In celebration of what makes each of us ‘rare’ Selena Gomez launches her first line of beauty products – Rare Beauty – in North America.

She’s just been seen in the fruity-pop video for her latest song ‘Ice Cream’ with Blackpink, where she makes an impact with her candy coloured glam makeup looks. She’s taken the word right out of her single released this January, “I’ll bet there’s somebody else out there/To tell me I’m rare, to make me feel rare”, to christen her own makeup line that dropped on September 3 in the US, Canada, and Mexico. As rare as she is (or hopes that all of us feel we should be), the American singing superstar’s mission-driven collection of uncomplicated beauty products includes 48 shades of foundation that are made to feel good in, without hiding what makes a person unique. (One percent of all product sales will go toward the Rare Impact Fund to support mental health services.)

Rare Beauty uses unique formulas to create breathable and airy makeup that go on easy for adjustable coverage and a fresh finish, without hiding what makes people unique. The full line of thoughtfully formulated, thoroughly tested products are available in North American at Sephora.com, Sephora stores, including Sephora inside JCPenney, and RareBeauty.com. Rare Beauty will launch in more regions around the world in 2021.

Selena's passion for beauty products was born at a young age, from the moment she sat in her first makeup chair. Over the last two years, she channelled that love into the development of Rare Beauty. She wanted to create a beauty brand that goes beyond physical products, helps people feel good about themselves, and celebrates what makes them unique. Selena openly discusses the "beauty myth" and the unrealistic expectations set by society that are impossible to achieve. She created Rare Beauty to challenge the beauty myth of physical perfection. Rare Beauty is about using makeup as a tool for celebrating what makes people different and get to a place of self-love and acceptance. It's about owning what makes you rare.

"I'm so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare," says Selena Gomez, Founder and Creator of Rare Beauty. "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."

Rare Beauty products are designed for everyday self-expression, and each product has a unique sensorial story. Since the brand's inception, Selena has been involved in every step of product development. Whether it's testing each product or developing a design for the first-of-its-kind Blot & Glow Touch-Up Kit that's convenient to carry, Selena has influenced every aspect. Rare Beauty's Perfect Strokes Matte Liquid Liner is inspired by a calligrapher and is comprised of more than 1000 individual hairs. The complexion products include the Always An Optimist Illuminating Primer, Always an Optimist 4-in-1 Mist, and the Liquid Touch Weightless Foundation & Liquid Touch Brightening Concealer, which are each available in 48 shades to suit all skin tones.

The brand is also releasing With Gratitude Dewy Lip Balm in eight shades, Lip Souffle Matte Lip cream in 12 shades, Positive Light Liquid Luminizer in eight shades, Soft Pinch Liquid Blush in eight shades (four dewy and four matte), Brow Harmony Pencil & Gel, and three tools.

From the first Rare Beauty product sold onward, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources. The Rare Impact Fund recently announced an ambitious goal to raise $100 million over the next 10 years to help address the gaps in mental health services for underserved communities, which will make it one of the largest known funds in support of mental health from a corporate entity.