Selena Gomez to launch her own makeup line – Rare Beauty

Selena Gomez singer and starlet announced in an Instagram Live earlier this week, that she would be launching her own makeup line – Rare Beauty.

 

Rare Beauty is said to hit shelves in Sephora by this summer. In the announcement Selena teased that she was wearing some of the products and couldn’t wait to share them with fans. The reveal comes after her single ‘Rare’ hits charts and ranks in the top 20. Riding on the tails of her newest album release also titled ‘Rare’.

 

In the live stream Selena went on to explain "This is something I started working on two years ago. I found the right partners and the right team…and it’s important to me because I wanted to make a brand where you feel comfortable." The star has been a big advocate of bringing awareness to mental health, citing that her makeup line was inspired because of the pressure she felt in the industry to look a certain way. Her makeup line will champion individual beauty. “It’s meant to be enjoyed; it’s very special. We are not meant to look like everybody else; we’re meant to look like ourselves.”

 

Recently in the Beauty industry we see celebrities not just collaborating with Beauty companies – we see them start them. This trend fueled by Instagram, gives them a platform to connect directly to consumers and encourage retail – through personal selling via Instagram story and Instagram live. Rare Beauty already has its own Instagram account, taking over the account that once promoted her Revival Tour. Capitalizing on its 1.1 million followers – a great marketing move.

The makeup line will line join the ranks of other celebrity makeup company’s sold at – such as Fenty Beauty, Rihanna’s makeup empire. The singer who has amassed a following of 167 million followers on her own Instagram, once held the title of most followed person on the platform. Beating out other mega influencers like Kylie Jenner and Kim Kardashian, who also have their own beauty companies.

 

Gone are the days where celebrities only graced campaign posters as the face of makeup brands – today celebrities are the makeup moguls themselves holding substantial stakes in the company they help build and promote.