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Selena Gomez’s Rare Beauty celebrates individuality

Rare Beauty is almost here.

Before the cosmetics collection makes its grand Sephora debut on Sept. 3, fans are getting a sneak peek at what’s to come from the mission-driven beauty brand that was founded and created by singer and actress Selena Gomez.

Featuring a wide range of products that span across 14 categories, Rare Beauty uses unique formulas to create breathable and airy makeup that goes in easy for adjustable coverage and a fresh finish — without hiding what makes people unique, the Los Angeles-based company said.

“I’m so excited to release beauty products that not only feel great, but also celebrate what makes each of us rare,” Selena Gomez, founder and creator of Rare Beauty said. “These products aren’t about being someone else, it’s about being who you are, whether that's rocking a full face of bold makeup or barely any makeup at all. Makeup is something to enjoy, it’s not something you need. I want every person to feel beautiful exactly as they are.”

Designed for everyday self-expression, each Rare Beauty product, which Gomez played a part in developing, has a unique sensorial story.

The Perfect Strokes Matte Liquid Liner was inspired by a calligrapher and contains more than 1000 individual hairs, the Blot & Glow Touch-Up Kit is convenient to carry and the line’s complexion products — Always an Optimist Illuminating Primer, Always an Optimist 4-in-1 Mist, Liquid Touch Weightless Foundation, and Liquid Touch Brightening Concealer are available in 48 shades to suit all skin tones.

Other launches from the brand include the Gratitude Dewy Lip Balm in eight shades, Lip Souffle Matte Lip Cream in 12 shades, Positive Light Liquid Luminizer in eight shades, Soft Pinch Blush in four dewy and four matte shades, the Brow Harmony Pencil & Gel, and three other tools.

As mentioned before, from the first Rare Beauty product sold onwards, 1% of sales, as well funds raised form partners, will be dedicated to the Rare Impact Fund, which aims to increase access to mental health resources.

Beginning Sept. 3, Rare Beauty will be available at physical and digital Sephora shelves, Sephora inside JCPenney and

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