In her Instagram Live video, the 27-year-old explained she wants Rare Beauty to make her fans feel good about themselves:
“I wanted to make a brand where you feel comfortable. I think people feel the pressure – I know I do – where you feel like you need to look like everyone else or should get this because that’s what everyone else gets."
“Sometimes that can feel a bit isolating or you might feel like ‘I can’t achieve that look.’ I’m very lucky to have worked with some of the greatest makeup artists in the world and being able to create my own and make it exactly what I want - which by the way I’m wearing,” Selena says gesturing at her made-up face.
“I want it to be something you guys love. It’s not just going to be a brand, it’s going to be a lifestyle.”
Although the product line-up hasn’t yet been revealed, last year Selena gave us some big clues on what she might be releasing when she filed for trademarks in beauty categories including fragrances, cosmetics, skin-care preparations, hair-care preparations, soaps, moisturisers and essential oils.
“[Rare Beauty] is about being comfortable with yourself. I’ve stopped trying to be perfect, I just want to be me. I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our uniqueness. You’re not defined by a photo, a like or a comment. Rare Beauty isn’t about how other people see you, it’s about how you see yourself," says Selena.
The range is set to be launched globally at Sephora stores and we'll keep you updated as soon as we get word on the Australian launch date.
Did you see Selena’s recent 60s-style makeover? Check out her stunning look here.
Are you planning to get your hands on some Rare Beauty products? Let us know in the comments.
Main image credit: @hungvanngo
Isobel is a Digital Content Editor at BEAUTYcrew, marie claire and InStyle. When she's not busy hunting for the latest beauty news, you’ll find her arranging her skincare collection in search of the perfect “shelfie.” Isobel was previously BEAUTYcrew's Junior Beauty Writer.