Two years after Rare Beauty, Selena Gomez has a lot to be proud of.
The brand, which launched in September 2020, has 5 million social media followers and counting and includes a product portfolio that continues to grow, with everything on sale for $30 or less, making it affordable and accessible. for a wide variety of people. But for Gomez, one of his proudest achievements isn’t necessarily quantifiable.
“What I’m most proud of is the conversation we’ve created in the beauty space,” Gomez, 30, tells PEOPLE exclusively at a press event celebrating the brand’s latest launches. “I feel like we were challenging the norm and I really wanted to create a brand that was for everyone.”
But creating a brand that felt accessible to everyone, regardless of skin type, age, color or ability, was a daunting task that made Gomez nervous. “I thought that wasn’t going to sell,” she admits. However, she was glad to be proven wrong, saying that in the two years that Rare Beauty has been in business, she has seen that people “enjoy being able to dress [the products] up or down.”
Rare beauty
“They’re not super over the top,” she says, which means you can layer them to create exactly the look you’re going for, whether it’s subtle glam for the office or ultra-glow for a night on the town.
“What I love about my products is that you don’t really need to order them,” Gomez shares with the group during a presentation of Rare Beauty’s new products. “You can always add, and you can always take away… Whether I want to make a full face or just want to keep it natural.”
Gomez’s go-to is the tinted moisturizer, which she tells PEOPLE is the product that most represents Selena Gomez: the bronzer stick, the blush, and the highlighter. The effortless look is the “Selena Glow” at the headquarters of Rare Beauty and can be built with more highlighter for an even shimmerier look.
Glow can be achieved with Rare Beauty’s newest offering, the Positive Light Silky Touch Highlighter. The silky-smooth formula glides onto skin for a dewy finish and doesn’t leave streaks, something Gomez was adamant about.
“I love the highlighter, but I didn’t want it to be overdone,” Gomez shares with the group. “That’s why you could keep making cakes [Positive Light Silky Touch Highlighter] in if you want, because I love it. I just don’t like it when it’s like a stripe. That doesn’t sit well with me.”
The way Gomez envisions layering her highlighters is a common thread running through all of her products, including a new one, Positive Light Under Eye Brightener. Under-eye highlighter can be applied under concealer, over concealer, or just with a bit of highlighter and blush.
“I’ve tried it every way and it’s worked great,” Gomez shares. “It seems to blend in very well with my products.”
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The brightener comes with a unique metal-tipped applicator that also cools the under-eye area, which Gomez thinks is pretty cool. “It’s super easy, very light,” he says of the new product. “It’s going to brighten the look under the eyes, and sometimes that’s all I need, it’s just a little bit of this.”
These new products are part of Rare Beauty’s Spring 2023 collection, along with a few more goodies to come. Gomez says he has been enjoying going to the factory where his products are made, seeing how it all fits together, and looks forward to continuing what he has created. And perhaps most important of all, for her, is the ongoing conversation about acceptance in the beauty space and further opening the conversation about mental health and self-love.
“That was another challenge we threw in there,” she says of including mental health in her brand and creating the Rare Impact Fund, which provides access to mental health services. “I’m noticing other brands getting on board with mental health as well, and I’m very, very excited about that. If anything, that’s the most important part of my brand.”
Source: news.google.com