Selena Gomez Launches Her ‘Feel Good’ Rare Beauty Brand

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

Selena Gomez's new beauty brand launches today rare-beauty-MAG-2020

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.

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@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.