Selena Gomez may be following the footsteps of other pop stars like Lady Gaga, Jennifer Lopez, and Rihanna in releasing her own cosmetics line called Rare Beauty. The actress-singer who just released the music video for her hit song Boyfriend will include 48 shades of foundation and concealer in her line. Her products will be available this summer in Sephora stores but Selena still hasn't specified a date. The brand is also set to go global next year.
In the meantime, she's busy building a self-care community through the brand's Instagram page. Selena wants to use her makeup brand to encourage people to accept their flaws, stop comparing themselves to others, and to learn how to make themselves great without having to need her products. Her beauty line has also been setting some promising foundations even before the products come out on the market.
Real People For Campaigns
One of the first things you'll notice when you visit Rare Beauty's page is that it's not filled with any glamorous shots of models. Instead, it's filled with a few selfies of Selena (some with no makeup) and regular people's faces whose unique personalities stand out in non-professional photos. Their portraits are captioned with what makes them rare, followed by the community's official hashtag, #WeAreRare.
Building An Inclusive Community Of 'Rare Beauties'
Selena Gomez is not stopping at not having professional models as the face of her makeup brand. Rare Beauty hosted its first-ever community meetup via Zoom. The participants talked about some future product ideas and what they're thankful for, including the things that make them beautiful in their own way.
The Rare Beauty page reassured other fans that there will be more of these community meetups in the future. With everyone looking like they've had a great time, who wouldn't want to participate in one of these virtual hangouts, right?
Mental Health Awareness Advocacy
In light of the Mental Health Awareness Month, the page published this IGTV video of Selena speaking with CEO of National Alliance on Mental Illness Dan Gillison on May 20th. Here, she asks questions from her Rare Beauty community about the anxieties everyone's experiencing right now during this global pandemic.
Many fans expressed their appreciation for this educational video, saying that it has helped them and that Selena is indeed using her platform for a good cause.
Promotion Of Self-Love And Acceptance
This is the central theme of Selena's Rare Beauty brand. It's definitely more of a social platform than a company. With the launch date of the products in Sephora and the Rare Beauty website still unannounced, the Instagram page of Rare Beauty continues to build its social media presence by posting content that could inspire its followers.
The brand has also been vocal about its support of the Black Lives Matter movement, saying that they will not stay silent. Whether Selena Gomez releases the products soon or not, Rare Beauty's current activities have already been a light to many of its followers, especially during these difficult times.