Selena Gomez announced via Instagram that she is launching her own beauty line, Rare Beauty. The line is inspired by Gomez’s personal experiences, and the name is a reference to her latest song “Rare”. The singer explained, “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me. We are not meant to look like everybody else, we’re meant to look like ourselves.”

In the Instagram live-stream the artist said, “Guys, I’ve been working on this special project for two years and can officially say Rare Beauty is launching in Sephora stores in North America this summer! There’s more to share AND I can’t wait.” So far all other details are being kept tightly under wraps, however, fans are speculating that the former V cover star will feature in the ad-campaigns. 

The official launch is a few months away, but it’s right on time. Celebrities are dominating the beauty game and are giving industry giants a run for their money, from the likes of Kylie Jenner and Kim Kardashian products to Jeffree Star.

What sets Rare apart is that “It’s not just a brand. It’s going to be a lifestyle,” Gomez said. “I want girls and boys and men and women to feel comfortable. It’s [Rare Beauty] meant to be enjoyed, it’s very special.”

Rare is about authenticity and Selena reflects that. In the past, she has been candid about her personal struggles in a way that isn’t driven by a PR team. She’s real and that’s relatable. 

The Rare beauty and lifestyle brand will drop this summer. In the meantime, check out the official music video for Selena’s song “Rare” below.