Selena Gomez has assured her beauty brand products will be completely ‘vegan, cruelty-free’

Celebrity singer Selena Gomez has finally announced the launch of her vegan cosmetics brand Rare Beauty, which in her own words is about “being who you are.”

Her “100 percent vegan and cruelty-free” makeup line which was due to launch in summer 2020, will now be unveiled on September 3, 2020 at Sephora and on RareBeauty.com

‘So much fun’

Taking to Instagram to announce the news to her 186 million followers, she wrote: “I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and RareBeauty.com.

“I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!”

View this post on Instagram

I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and RareBeauty.com. I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!

A post shared by Selena Gomez (@selenagomez) on Aug 4, 2020 at 9:31am PDT

Rare Beauty

Gomez had earlier confirmed that the line will have foundation, concealer, lipstick, and eyeshadow.  

In one Instagram post, Gomez showed off the line’s lipstick and eyeshadow colors.

View this post on Instagram

? @selenagomez spotted wearing Rare Beauty for her latest video ‘Boyfriend’. makeup by @makeupbymelissam

A post shared by Rare Beauty by Selena Gomez (@rarebeauty) on Apr 10, 2020 at 9:48am PDT

The Rare Beauty band, which has already garnered a following of 1.3 million has also committed to raising $100 million over the next 10 years to “help increase access to mental health resources” by launching its Rare Impact Fund.

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Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources. How? Starting with our very first sale, 1% of annual Rare Beauty sales will go directly to the Rare Impact Fund. But that's not all. We're committed to raising funds with numerous philanthropic partners to reach our goal. The Rare Impact Fund will help support the local, national, and global organizations that have a direct impact on the well-being of this amazing community. Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts. To learn more about our resources and support, and to meet the members of our Mental Health Council, head to our IG stories! #RareImpact

A post shared by Rare Beauty by Selena Gomez (@rarebeauty) on Jul 22, 2020 at 11:12am PDT

Vegan beauty lines

Gomez is one of the many celebrities to join the beauty world. Last month, Celebrity singer-songwriter Rihanna unveiled a new exclusively vegan unisex skincare range under her Fenty brand to embody her personal skincare journey, her globe-trotting lifestyle and her goal to provide easy solutions for all skin types and tones.

Named ‘start’rs’, the collection features a cleanser, toner-serum, and SPF 30 moisturizer.

Earlier this month, TikTok star Addison Rae announced the launch of her new clean beauty line that “promises to redefine beauty norms by instilling confidence, self-love and self-expression.”

The ITEM Beauty range features six cruelty-free, vegan-friendly essentials including: Lash Snack lengthening mascara, Lid Glaze hydrating jelly eyeshadow, Powder Hour brightening powder, Cheek Money bronzer duo, Lip Quip lip oil and Brow Chow brow definer.

• Read: Pamela Anderson just launched a vegan bag collection

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