Selena Gomez’s Rare Beauty is live and aimed to deliver makeup items that encourage wearers to embrace their inner-beauty. 

Rare Beauty is “not just a brand” but a lifestyle, as noted on the line’s website. Since its launch back in February, the brand has followed through on this philosophy creating The Rare Impact Fund​ which provides mental health resources to communities in need. 

“I think Rare Beauty can be more than a beauty brand — it can make an impact,” Gomez said. “I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness.” 

Dozens of products, like foundations and lipsticks, reflect Gomez’s inclusive initiative. The brand’s signature product The Liquid Touch Weightless Foundation is available in 48 different shades and boosts every skin’s natural tone. 

The Always An Optimist 4-In-1 Mist is an all-in-one face mist with “skin-loving ingredients” that refresh the skin and boost a lasting glow. Rare Beauty’s With Gratitude Dewy Lip Balm is ultra-hydrating, lasting and fine on lips.

Gomez’s line also arrives with a number of tools and accessories such as the Puffy Makeup Bag and Liquid Touch Multi-Tasking Sponge. Hair clips, enamel stickers and blot kits, all with Rare Beauty branding, are also available. Rare Beauty’s website also includes a shade finder tool where buyers can find their skin tone match.

The beauty and lifestyle brand will launch today, September 3rd online. Products range from $5 USD to $29 USD.