The American singer, actress and producer, Selena Gomez is expanding her Rare Beauty brand globally this summer.
Initially only available at Sephora in the U.S., Canada and Mexico, Rare Beauty will soon be available globally this summer.
On 21st May, Selena Gomez made the announcement via Rare Beauty’s official Twitter and Instagram that the beauty brand will be available this summer online and in-stores at Sephora in locations across Europe, Asia, the Middle East, New Zealand and Australia.
“Being rare is about being comfortable with yourself. I have stopped trying to be perfect. I just want to be me,” said the singer.
Launched last September, Rare Beauty is more than a beauty brand that sells beauty products. It is a mission-driven beauty brand that aims to “help everyone celebrate their individuality by redefining what beautiful means. We want to promote self-acceptance and give people the tools they need to feel less alone in the world”, as stated on their official website.
The brand’s inclusive positioning gained strong popularity among Gen Zs and Millennials.
“I think Rare Beauty can be more than a beauty brand—it can make an impact. I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness,” said the founder, Selena Gomez.
In honor of Mental Health Awareness Month in May, on 29th April 2021, Rare Beauty introduced a new education and advocacy campaign focusing on mental health services and financial supports in underserved communities. The Rare Impact Fund was launched with the goal of raising US$100 million over the next ten years to help increase access to mental health resources.
It will be exciting to see how Rare Beauty will do in the new markets.