Selena Gomez’s new makeup line won’t disappoint
Selena Gomez announced the launch of her own makeup brand on Instagram last week. Rare Beauty, named after the singer’s latest album, will come to Sephora exclusively this summer.
We don’t know a lot about the products that will launch, although Gomez’s video announcement gave us some clues. In the video, we can see her test out blushes, lipsticks, highlighters, powders and what could be a concealer or a foundation.
The announcement caused mixed reactions — devoted fans were excited, while others were skeptical. A lot of people on Twitter commented on the oversaturation of celebrity makeup lines, especially from celebrities who otherwise have had no association with makeup.
But I’m not sure which brands they were talking about.
I agree that the makeup industry is saturated with new brands and new products every month. That’s definitely a conversation we should have and what that means from an environmental perspective. But at the same time, new brands also mean more diversity. New brands mean different products for different people. Or at least, it should.
The most famous celebrity-owned brand that Rare Beauty is compared to since its announcement is Fenty Beauty. Rihanna’s line is one of Sephora’s best-selling brands right now. Fenty was created with diversity as its focus, something a lot of brands can’t say.
The other recent celebrity makeup launch was Millie Bobby Brown’s Florence. This Ulta Beauty exclusive brand didn’t garner the same level of praise, and it’s not nearly as popular as Fenty Beauty. I’m not a fan of it if I’m being honest, but that’s because it’s not really meant for me. Florence is a makeup and skincare brand dedicated to pre-teenagers and with their needs in mind.
Other notable celebrity makeup brands are Kesha’s Kesha Rose Beauty, Lady Gaga’s Haus Laboratories, Kim Kardashian’s KKW Beauty and one of the firsts, Kylie Kardashian’s Kylie Cosmetics. Each one of these brands has made its marks or has found its niche in the beauty industry.
"Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me," Gomez said in her announcement video.
From this, I’d guess that Rare Beauty will be something like Glossier or Milk Makeup: a no-makeup makeup look that will promote embracing our differences. Like Glossier, it seems more like a lifestyle than just a makeup line.
I’m a fan of some of Glossier’s products, but some of the products seem a little useless. The foundation and concealer are lightweight and provide sheer coverage, which kind of defeats the purpose of foundation and concealer. But I’m a big fan of its Cloud Paint blushes and its loose powder. Hopefully, Rare Beauty will be a middle ground between these product styles.
I believe Gomez does know about makeup. She’s no makeup artist, but neither is Kim Kardashian or Rihanna. That doesn’t necessarily mean it’s going to be bad. This isn’t Shane Dawson — who literally just got into makeup — launching a $52 palette with Jeffree Star and then making a “documentary” to promote it. (But there’s even an audience for that: the palette is currently sold out on his website and is currently on sale on Amazon for $166.) At least Gomez is a celebrity who has spent her whole life surrounded by makeup and makeup artists.
Now, I can admit when I’m biased. I’m a Selena Gomez fan, but I’m not blinded by that either. I worked at Ulta Beauty for two years. If a product doesn’t impress me, I just won’t buy it. People shouldn’t judge a brand before they see and touch the products. The power of choice is one of the only tools we possess in this oversaturated market, and I would suggest we use it.
