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Selena Gomez's beauty brand will donate one percent of all product sales to the Rare Impact Fund to support mental health services

Rare beauty, the mission-driven beauty brand founded and created by Selena Gomez, announced the launch of the first line of rare beauty products in the United States, Canada and Mexico. Rare Beauty uses unique formulas to create breathable and airy makeup that easily lends itself to adjustable coverage and a fresh finish without hiding what makes people unique.

The full range of carefully thought out, thoroughly tested products includes 14 categories and 150 Skus, which will be available on Sephora.com, Sephora stores including Sephora in JCPenney and RareBeauty.com on September 3rd, 2020. Rare Beauty will be launched in more regions of the world in 2021.

Selena's passion for beauty products was born at a young age when she sat in her first makeup chair. For the past two years she has brought this love into the development of Rare Beauty. She wanted to create a beauty brand that would go beyond physical products, help people feel good, and celebrate what makes them unique.

Selena openly discusses the "beauty myth" and society's unrealistic expectations that are impossible to achieve. She created Rare Beauty to challenge the beauty myth of physical perfection. Rare Beauty is about using makeup as a tool to celebrate what people do differently and to get to a place of self-love and acceptance. It's about owning what makes you rare.

"I'm very excited to bring out beauty products that not only feel good, but also celebrate what each of us seldom does," said Selena Gomez, founder and creator of Rare Beauty. "These products are not about being someone else, but about who you are, whether that rocks a full face of bold make-up or hardly any make-up. Make-up is something you can enjoy and that you don't need. I want everyone to feel just as beautiful as they are. "

Rare beauty products are designed for everyday self-expression and each product has a unique sensory story. Since the brand was founded, Selena has been involved in every step of product development. Whether it is testing every product or creating a design for the first Blot & Glow touch-up kit of its kind that is comfortable to wear, Selena has influenced every aspect.

The Perfect Strokes Matte Liquid Liner by Rare Beauty is inspired by a calligrapher and consists of more than 1000 individual hairs. Complexion products include the Always An Optimist Illuminating Primer, the Always a Optimist 4-in-1 Mist and the Liquid Touch Weightless Foundation & Liquid Touch Brightening Concealer, each available in 48 shades for all skin tones.

The brand also releases 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 Mattes), Brow Harmony Pencil & Gel and three tools.

From the first Rare Beauty product sold, one percent of all sales and funds raised from partners will be used for the Rare Impact Fund, which aims to improve access to mental health resources. The Rare Impact Fund recently announced an ambitious goal of raising $ 100m / £ 74m over the next 10 years to fill the gaps in mental health services for underserved communities. This makes it one of the largest known mental health support funds for any corporate entity.