Selena Gomez’s new cosmetics line, Rare Beauty, is championing inclusivity, diversity – and smoky eyes

Selena Gomez joins a growing list of celebrities harnessing their star power to become successful entrepreneurs. Gomez’s make-up line, Rare Beauty, was announced in February and will be out in Sephora stores in North America this summer, and globally in 2021.

Gomez did an Instagram live from Rare Beauty’s office and explained why she wanted to start her own line. “I wanted to make a brand where you feel comfortable,” she told viewers. She added there’s pressure for people to look a certain way, which, she said, “can feel isolating”.

She said she wants everyone to feel comfortable. “We are not meant to look like everybody else, we’re meant to look like ourselves.” As Rare Beauty’s debut in Sephora approaches, below are five things you need to know about the upcoming line.

Ordinary people will be the face of Rare Beauty’s campaigns

In February, the brand announced a community call, asking fans to share their unique stories on what makes them “rare”, along with their Sephora colour IQ, via its website. Only 50 stories will be shortlisted and get featured in the brand’s official campaign, which will be shot in Los Angeles.

Rare Beauty is managed by top executives

Gomez will be working with veteran executives to help her run the brand and execute her vision. Some of the seasoned hires that the brand has made include Scott Friedman, Katie Welch and Mehdi Mehdi, WWD reports. They were appointed as chief executive officer, chief marketing officer and chief digital officer respectively.