While Selena may love going bare-faced every once in a while, she still wants to share her love for makeup with the world. On Feb. 4, Selena shared a promo for her new makeup brand, Rare Beauty. But the brand isn't about flashy looks and false eyelashes — instead, Selena wants the brand to focus on redefining how we look at ourselves.
"Being rare is about being comfortable with yourself," Selena said in the promo. "I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness."
Selena is hoping Rare Beauty will let people move away from the perfectly-posed selves we try to portray, and instead focus on who we really are.
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"You are not defined by a photo, or a like, or a comment," she says. "Rare Beauty isn't about how other people see you. It's about how you see yourself."
Rare Beauty is not just a makeup line, though, but a whole brand. "I found the right partners and the right team — we now have 28 amazing people that are working for the brand," Selena said in an Instagram Live video. "We’re not meant to look like everyone else, we are meant to look like ourselves... and you’re rare."
She details that the pressure (she personally feels) to "look like everyone else" can weigh on a person, inspiring her creation of the brand. The line will be launched exclusively at Sephora summer 2020.
"Rare" is also the title of Selena's third studio album, which she released on Jan. 10, 2020.
