From Rihanna and Kylie Jenner to Miranda Kerr and Lady Gaga, there is a growing number of A-list celebrities launching beauty brands. The latest to join the bandwagon is Selena Gomez who recently announced the upcoming launch of her beauty line, Rare.

And after the global pandemic put things on hold, the 28-year-old singer has announced that she’ll be launching the collection at Sephora, Sephora Canada, Sephora Mexico and on September 3rd. Eeek!

“I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and,” she wrote on her Instagram. “I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!”

The singer took to Twitter to announce her new venture earlier this year. Sharing a video of her testing out products, Selena wrote: ‘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! Here’s a tiny sneak. There’s more to share AND I can’t wait.’

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In an Instagram live where she’s wearing the products, Selena shared the empowering message behind the brand which is named after her third studio album. “Rare Beauty isn’t about how other people see you — it’s about how you see yourself,” she revealed. “I want us all to stop comparing ourselves to each other and to start embracing our own uniqueness. You are not defined by a photo, a like, or a comment.”

“I wanted to make a brand where you feel comfortable,” she added. “I think people feel the pressure — I know I do — where you kind of feel like you need to look like everyone else… Sometimes that can feel a bit isolating.”

“I want it to be real — real stories, real people, a place where people can feel they are in a community and not feel pressure to look like anything but themselves.”

As part of the $100 million Rare Impact Fund, Rare Beauty will give 1% of annual sales, as well as funds raised by partners, to support mental health charities. Rare Beauty plans to raise $100 million over the next 10 years.

Selena joins a growing cohort of stars enjoying fruitful success with their beauty lines. In March 2019, Kylie Jenner became the youngest self-made billionaire from Kylie Cosmetics. Meanwhile, in June 2019, Rihanna was valued as the world’s richest female musician, but the vast majority of her wealth comes not from her music but from her beauty brand Fenty which is valued at $3 billion.

If Selena’s beauty brand is anything as good as her music(guilty!), she’s set to give her celebrity competitors a run for their money.

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