Selena Gomez says, mental health is 'the most vital part' of her brand Rare Beauty

Selena Gomez has a lot to be happy about two years after the release of Rare Beauty. The brand, which debuted in September 2020, has amassed 5 million social media followers and is still growing. Additionally, its product catalog is expanding, and since everything is priced at $30 or less, it is accessible to a wide range of consumers. However, one of Gomez's finest achievements isn't always something that can be measured. At a press conference to announce the brand's most recent launches, Gomez, 30, exclusively told PEOPLE, "What I'm most proud of is the conversation that we've created in the beauty space. I feel like we were challenging the norms and I really wanted to create a brand that was for everyone." But building a brand that appealed to all people, regardless of their skin tone, age, race, or level of competence, was a challenging task that made Gomez uneasy. She said, "I thought that wasn't going to sell." And although she was relieved to be proven incorrect, Gomez added that over the two years that Rare Beauty has been in operation, she has observed that customers "enjoy that you can dress [the products] up or down."

 

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Furthermore, Gomez claims that because they aren't over the top, you can layer them to achieve the precise effect you want, whether it's subtle glam for the workplace or hyper shine for a night out. Gomez also said to the audience as she introduced the new goods from Rare Beauty, "What I love about my products is that you really don't need a necessary order. You can always add, and you could always take away. … Whether I want to do a full face or if I just want to keep it natural."

 

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Along with further goodies to come, the new products are a part of Rare Beauty's Spring 2023 line. Selena Gomez said she has been enjoying visiting the facility where her items are made, taking in the process firsthand, and is eager to keep working on what she has produced. Additionally, the discussion about acceptance in the world of beauty and the expansion of the dialogue about mental health and self-love may be most significant to her of all. Rolling mental health into her brand and establishing Rare Impact, a fund to give access to mental health treatments, she stated, "That was another challenge that we threw in there. I'm noticing other brands getting on board with mental health, too, and I'm really, really excited about that. If anything, that's the most important part of my brand."