Selena Gomez's Rare Beauty is launching exclusively at Sephora on September 3, in the U.S., Canada, and Mexico -- take a look at the packaging, above.
Rare Beauty says its unique makeup formulas are breathable, airy, and deliver adjustable coverage.
Selena Gomez is the brand's founder and creator, and has been involved in every step of product development -- from testing products to developing designs. She says, "These products aren't about being someone else, it's about being who you are...Makeup is something to enjoy, it's not something you need. I want every person to feel beautiful exactly as they are."
The full line includes 14 categories and 150 skus. The debut collection includes 48 shades of foundation.
Products include a first-of-its-kind Blot & Glow Touch-Up Kit that's convenient to carry. Perfect Strokes Matte Liquid Liner is inspired by a calligrapher -- and is comprised of more than 1000 individual hairs.
The complexion products include the Always An Optimist Illuminating Primer, Always an Optimist 4-in-1 Mist, and the Liquid Touch Weightless Foundation & Liquid Touch Brightening Concealer, which are each available in 48 shades to suit all skin tones.
The brand is also releasing With Gratitude Dewy Lip Balm in eight shades, Lip Souffle Matte Lip cream in 12 shades, Positive Light Liquid Luminizer in eight shades, Soft Pinch Liquid Blush in eight shades (four dewy and four matte), Brow Harmony Pencil & Gel, and three tools.
From the first Rare Beauty product sold onward, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources.
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