The star's brand has 48 different shades for both foundation and concealer

By Kaitlyn Frey
Updated September 03, 2020 10:35 AM
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Rare Beauty
Courtesy of Rare Beauty

Selena Gomez's makeup brand, Rare Beauty, is here!

After surprising fans by announcing that her debut cosmetics company was in the works in early February, and sharing sneak peeks of the product line-up throughout August, Gomez's new line is finally available to shop now.

"I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora@SephoraCanada@SephoraMx and RareBeauty.com," the star wrote on Instagram in early August. "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!"

Courtesy of Rare Beauty

But those aren't even all the products available. Gomez also developed the Always an Optimist Illuminating Primer ($26) and the Always an Optimist 4-in-1 Mist ($24), which both hydrate skin and give a luminous glow. Plus, there's the Brow Harmony Pencil & Gel ($22) that makes filling in your arches a breeze, and three complexion tools — the Liquid Touch Foundation Brush ($28), Liquid Touch Concealer Brush ($16) and Liquid Touch Multi-Tasking Sponge ($14).

Courtesy of Rare Beauty
Courtesy of Rare Beauty

The best part? There's truly something for everybody thanks to over 140 total shades and 48 different color options for both the concealer and foundation.

Courtesy of Rare Beauty

Gomez opened up by explaining the empowering mission behind her brand. "I live in a time where it's all about face. It's all about makeup. It's all about how you look in a lot of ways and that can be exciting and fun but at the same time it can just be a bit dangerous," she said in a video shared on Rare Beauty's Instagram feed on August 4.

"So I wanted people to feel like makeup is something you can enjoy. It's not something that you need. And I felt like that's kind of who I am. I am very authentic. I'm very real with my fans. Any girl, woman, boy, whoever they are can just feel beautiful exactly how they are," Gomez continued.

The star also explained how she hopes Rare Beauty's products help people embrace their individuality and imperfections.

"There is so much beauty in imperfection and my hope is that all of you can see that," she said. "I just want us to stop comparing ourselves to people and to start embracing who we are."

The brand, which Gomez said has been two years in the making, focuses on inclusivity. “I have 48 shades of foundation and concealer. I use real people in the campaigns,” the star said in a previous Interview Magazine cover story.

Rare Beauty also already launched an initiative, called the Rare Impact Fund, with the goal of raising $100 million over the next 10 years to connect people in underserved communities with much-needed mental health services.

One percent of all Rare Beauty sales — as well as funds raised from partnerships cultivated with leading foundations, companies and nonprofit organizations — will be donated to the Rare Impact Fund to provide tools, resources and support to those struggling with their mental health, according to the press release.

The brand also elected “expert advisors from leading universities, organizations and companies focused on mental health” to serve on the Rare Beauty Mental Health Council and help make decisions that “ensure maximum impact” in underserved communities.