Highly-anticipated celebrity beauty and skincare brand, Rare Beauty, just made a big announcement: Its line of makeup and skin essentials will be completely vegan and cruelty-free.
The line, founded by pop star and #1 Instagram influencer Selena Gomez, will launch exclusively at Sephora on Sept. 3.
“For the past few months, you’ve all been asking… and we’re proud to share that our products will be 100% vegan and cruelty-free. Like you, we love and care for our animals too,” Gomez announced on Instagram.
The skincare line has been a hush-hush production since its inception, and the actual product offerings haven’t yet been announced. The brand’s social media feeds are filled with teaser videos in the style of new album releases, and fans and followers can sign up for first-dibs access to the line at rarebeauty.com.
‘Makeup Is Something You Can Enjoy. It’s Not Something That You Need’
What we do know is that Gomez built the brand on a social-impact mission that extends beyond animal welfare.
One percent of all Rare Beauty annual sales will go toward a $100-million fundraising goal to help increase access to mental health resources for all. The Rare Impact Fund includes a council of mental health experts. It was a personal inspiration for Gomez, who has been open about her own struggles with mental health.
Gomez, a celebrity since she was 16 years old, and often a target of online harassment, is also promoting a body-positive (and beauty-positive) message with 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 also be a bit dangerous,” she said via Rare Beauty’s Instagram. “So I wanted people to feel like makeup is something you can enjoy. It’s not something that you need.”
Gomez joins a number of celebrities in the vegan beauty brand club. Last year, Mille Bobby Brown, who plays Eleven in Netflix’s “Stranger Things,” launched Florence by Mills. Named after Brown’s grandmother, the range makes cruelty-free, vegan products for Generation-Zers. Makeup mogul Kylie Jenner also launched Kylie Skin, a 100 percent vegan, cruelty-free skincare brand.