On July 22, Rare Beauty announced it was launching the Rare Impact Fund in an effort to raise money to increase access to mental health services. “Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources,” shared the brand in an Instagram post. “How?
In her original video, Gomez shared that Rare Beauty would be launching in summer 2020, but in an Instagram post shared in early August, she revealed the brand will be available starting September 3. Mark your calendars now.
On Tuesday, February 4, Gomez posted a video to her Instagram page announcing the new venture: “Guys, I’ve been working on this special project for two years and can officially say Rare Beauty is launching in @sephora stores in North America this summer!
The post continued: “Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts.
Rare Beauty posted a preview of the line, showcasing a multitude of lipstick shades, foundations, and an eyeliner pen with pretty, minimalist packaging. “Makeup made to feel good in, without hiding what makes you unique,” the caption read. “Coming September 3rd at 12AM ET.
Judging from Selena Gomez’s voiceover in the video, the brand is all about embracing inner beauty. “Being rare is about being comfortable with yourself,” she says in the clip, which you can watch above. “I’ve stopped trying to be perfect. I just want to be me.
Mark your calendar for September 3. ☑️ https://t.co/k1dYzJ9yb7— Glamour (@glamourmag) August 31, 2020