Selena Gomez Launches Her 'Feel Good' Rare Beauty Brand

Debut campaign focuses on building community to drive sales despite pandemic slump


Today, Selena Gomez joins the likes of Rihanna, Kylie Jenner and Lady Gaga in the world of celebrity-founded beauty brands, with the launch of Rare Beauty. The brand is focused on cosmetics and related accessories, debuting with 20 products in its repertoire, including foundation and concealer in 48 shades—eight more than the groundbreaking 40 that Rihanna’s brand, Fenty, launched with in 2017.

Katie Welch, Rare Beauty’s CMO, said that Gomez, who has long been outspoken about the beauty standards women face, wants Rare to be “a tool for like celebrating what makes us different.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in