Selena Gomez on what prompted her to launch Rare Beauty, as the brand made its foray into the Indian beauty industry in June this year

Selena Gomez’s Rare Beauty launched in the midst of a global pandemic (September 2020, in the USA). A time when make-up had taken a backseat and self-care products and rituals were the focal point of every beauty conversation. But the brand’s ethos challenged that, and successfully managed to merge the two worlds to create a unique community for beauty aficionados.

Built on the idea of celebrating people’s individuality, Rare Beauty made an impact that transcended borders and reached people in regions where the products were not even available at the time. (All hail the powers of social media!) The brand has many distinguishing qualities: Rare Beauty has been consistently working towards breaking down unrealistic ideals of perfection since its inception. Owing to Gomez, its founder, Rare Beauty is also synonymous with a ‘safe space in beauty’ that welcomes one and all. But the brand’s key focus lies in creating awareness around mental health and well-being, across gender identity, age, sexual orientation, and more.

In a conversation with Bazaar India, Gomez speaks about championing beauty positivity and authenticity, and partnering with Indian organisations for the brand’s much-lauded Rare Impact Fund, which aims to give people access to mental health services.

Harper’s Bazaar: We are thrilled that Rare Beauty has finally launched in India. Tell us what sets Rare Beauty apart from the rest in the industry.

Selena Gomez: I am not here to compete with anyone. I am just excited to be part of this inspiring and creative community. When I launched Rare Beauty, I knew I wanted it to be more than just a beauty brand. I wanted to change the conversation around beauty and help change the way we talk about mental health.

HB: You began your journey in an industry that prizes looks over everything else. Was it one of the reasons you conceptualised a beauty brand that not just allows but also helps people celebrate their individuality?

SG: Absolutely. I have felt the pressure to look a certain way, and I think unrealistic standards of beauty really impact our mental health. With Rare Beauty, I wanted to create a safe space to talk about both of those things. I want people to use these products to embrace and enhance their unique features. We don’t have to look like everybody else.

HB: How have your own beauty values changed over time?

SG: When I was younger, I saw make-up as something I needed to feel beautiful. But, today, I think of it as something to have fun with. I love trying new looks and trends I see on creators. I can also say I am more religious about washing my face, moisturising the skin, and using SPF every day!

HB: Going through the Rare Beauty collection, we noticed that all the products have names that embody a positive message. Tell us more about that.

SG: I want people to feel good when they use our products...and I think the names add a fun touch to remind one of that. I want to encourage people to use kind words for themselves and others.

HB: You are one of the most-followed people on Instagram. But social media can get extremely toxic at times. How do you ensure it is a safe space for you and your community? 

SG: I take breaks whenever I need, but mostly I am grateful to have a platform where I can talk about things that are really important to me—like mental health.

HB: Lastly, tell us more about Rare Impact.

SG: Rare Impact is at the heart of everything we do at Rare Beauty. We donate one per cent of all sales around the world to the Rare Impact Fund to provide access to mental health services for young people. I am so proud of what we have been able to accomplish so far—especially our global expansion.  

Rare Beauty by Selena Gomez is available exclusively at Sephora India, nationwide across all 26 Sephora stores and online at Sephora.nnnow.com.