Rare Beauty: Selena Gomez’s New Vegan Makeup Brand Will Debut This September

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Singer-songwriter and actress Selena Gomez will be launching her brand new vegan beauty line this coming September. Called Rare Beauty, the makeup label will be entirely cruelty-free, vegan-friendly and “made to feel good in”. The brand has also set up a “Rare Impact Fund” initiative dedicated to address gaps in mental health. 

Celebrity singer-songwriter Selena Gomez will be launching Rare Beauty on September 3 exclusively on Sephora and its own online shop. While the brand has yet to reveal any specific products or retail prices, it has confirmed that its entire collection of beauty and makeup products will be 100% cruelty-free and vegan

“Like you, we love and care for our animals too,” the brand wrote on Instagram. 

According to its website, the brand will be focused on promoting self-acceptance and is committed to embracing inclusivity

“Our vision is to create a safe, welcoming space in beauty—and beyond—that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective,” states its website. 

As part of its pledge to make a social impact, Rare Beauty will be putting aside 1% of all sales and from its partners into its Rare Impact Fund, which will benefit mental health organisations and nonprofits and to “help address the gaps in mental health services for underserved communities”. The goal of the fund is to direct US$100 million over the next decade

Our vision is to create a safe, welcoming space in beauty—and beyond—that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective.

The launch of Gomez’s new vegan beauty brand comes as demand for cruelty-free makeup, skincare and personal care products reaches new heights, with one report predicting that the market could balloon to an astonishing US$25.3 billion before the end of the decade. 

In order to keep up with the trend, even mainstream retailers have begun to expand their vegan-friendly offerings. E-commerce giant NET-A-PORTER, for instance, has recently introduced a new vegan “pillar” on their website under their NET-SUSTAIN edit, where customers can scroll through certified vegan and animal-free brands. 


 Lead image courtesy of Rare Beauty.


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