Pop sensation Selena Gomez has announced the launch of her latest beauty line called Rare Beauty in collaboration with Sephora, which will be available starting 3 September. Earlier this year, Selena’s chart-topping album Rare came out, and this beauty line is inspired by the album’s message to embrace inner beauty.

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“Being rare is about being comfortable with yourself,” she said in a clip uploaded on her Instagram account. The brand’s vision is to portray ‘real’ people, and the campaign is looking for people to audition for it under the hashtag #WeAreRare. 50 of those auditioning will be chosen to appear in the brand’s first campaign video.

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Selena has teased the lipstick and eyeshadow range, along with its liquid eyeliner. She has also confirmed that the beauty line will include a foundation range along with concealers and a non-clumping mascara.

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The makeup line will be sold exclusively at Sephora in the US, Canada and Mexico, as well as on its own website. “They’re [Sephora] passionate about bringing Selena’s message to life, a message that is aligned and in-sync with Sephora’s We Belong values,” Rare Beauty’s chief executive officer Scott Friedman said in a statement.

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The Rare team has been interacting with its followers through Instagram posts and virtual community meetings. We can’t wait to see what’s in store for us.

Cover image credit: @selenagomez