On September 3, Rare Beauty—a makeup brand founded by singer Selena Gomez—will launch at Sephora. Gomez took to Instagram to assure fans that the forthcoming brand will be free from animal products. “For the past few months, you’ve all been asking … and we’re proud to share that our products will be 100 percent vegan and cruelty-free,” Gomez captioned an Instagram photo of her with two dog companions. “Like you, we love and care for our animals, too.”
While Rare Beauty’s exact products have yet to be revealed, the brand is focused on inclusivity, natural beauty, and fostering mental health. To that end, the beauty brand is also launching its Rare Impact Fund with the goal of donating one percent of its annual sales to raise $100 million over the next 10 years to help increase access to mental health resources.
Gomez joins a growing list of celebrities who have recently launched vegan beauty lines, including Rihanna (whose FENTY Skin line made its debut with three vegan products on July 31); and Alicia Keys (who revealed last week that she is working on a new lifestyle brand with vegan makeup company e.l.f Cosmetics).
Photo Credit: Reuters/Mario Anzuoni