Interview: Selena Gomez on Rare Beauty, and How She Challenges the ‘Beauty Myth’ With Her Makeup Line

Let’s be real, celebrity makeup lines are dime a dozen these days, so what makes Rare Beauty stand out among the other star-studded lineups? Other than the fact that “Come & Get It” singer and mega-star Selena Gomez is behind the brand, of course. We have a theory — earnestness.

Yes, we’re well-aware of the irony of that, but Gomez has a deserving mission here: to challenge the “beauty myth” of perfection. Actor, musician, former Disney Channel star, and now beauty mogul, the 28-year-old shares that she created Rare Beauty to help people feel good about themselves; in other words, makeup that’s, well, good for you.

“My main purpose when I started Rare Beauty was to break down the unrealistic standards of beauty we see in society today. There’s so much pressure on us to be “perfect”— I decided to create Rare Beauty to challenge the conversations around beauty,” she says.

“I hear all day, every day that I’m not sexy enough or cool enough,” she shares of her own experience. “So, I wanted to create a brand to encourage each and every person to be who they are and help eliminate all of that unwanted pressure to look a certain way.”

This means embracing makeup as a healthy way we can express ourselves, while celebrating inclusivity and self-acceptance. To achieve this, Gomez tells us that she deliberately “developed all the products to be uncomplicated and easy-to-use”, so makeup can be more accessible to a wider set of consumers. These are mostly highly-blendable liquid formulas too, which can take us from a “no makeup” makeup style, to a bold, daring look.

Of the 14 categories and 133 products available, it has to be said that I found the makeup line to be surprisingly affordable as well — nothing here’s over $50.

Beauty editors, makeup artists, and beauty bloggers have also been raving over Rare Beauty’s makeup collection, including the 48 shades of foundation and its weightless serum formula, the easy way both the Soft Pinch Liquid Blush melted onto their cheeks, or the light-as-air, whipped effect of those delectable Lip Soufflé Matte Lip Creams — all of which, we can shop very soon.

Rare Beauty will be launching in Singapore on 15 July, and will be available at both Sephora stores and online at

Ahead of the highly-anticipated launch, we also got a chance to speak to founder Selena Gomez on her beauty brand. Read on to find out her current faves, how she manages to create her iconic cateye flick, and which makeup items she’d recommend for a fresh-faced glow.

Rare Beauty was launched in September 2020 — in the midst of the pandemic. Why was it important for the brand to go ahead with the launch? 

“My main purpose when I started Rare Beauty was to break down the unrealistic standards of beauty we see in society today. There’s so much pressure on us to be “perfect”— I decided to create Rare Beauty to challenge the conversations around beauty. Even though launching during the pandemic had its share of challenges, the conversation around this pressure is always important.”

How is the brand deliberate in challenging conventional beauty standards?

“I developed all the products to be uncomplicated and easy-to-use. Almost everything in the line is liquid and is so easy to blend into the skin. Whether you wear barely any makeup or a full face of glam, this was made for you to wear exactly as you want to wear it.”

Liquid Touch Weightless Foundation, $48 ; Liquid Touch Brightening Concealer, $32.
Lip Soufflé Matte Lip Cream, $32.

Which was the most important product you felt like you had to get right? 

“Definitely the Liquid Touch Weightless Foundation and the Liquid Touch Weightless Concealer. Aside from making sure the formulas were truly lightweight, inclusivity is always top of mind as we’re developing any product, but especially with foundation and concealer. That’s why we decided to launch with such a wide range of foundation and concealer shades. I wanted to make sure everyone who is part of the Rare Beauty community feels represented and can find what they need when they come to Sephora.”

What are some of your current go-to products?

“It’s so hard to choose favourites, but recently I’ve been reaching for the Soft Pinch Liquid Blush because it’s so pigmented and I only need one dot, the Liquid Touch Weightless Concealer because its so incredibly creamy, and the Perfect Strokes Matte Liquid Liner because it glides on so easily.”

Soft Pinch Liquid Blush, $33.
Blot and Glow Touch-Up Kit, $43.

I personally can’t wait to try the Blot & Glow kit and the liquid blushes. Can you tell us more about the thought process behind these two makeup items?

“I actually developed the Blot & Glow Touch-Up Kit specifically to take on-the-go. It’s super portable—the size of an iPhone— and holds blotting papers and a puff filled with radiant powder so you can blot then add a touch of powder. The Soft Pinch Liquid Blush is just so incredibly pigmented — one or two dots is all you need to get a beautiful finish.”

How about the packaging — what did you have in mind?  

“I developed the packaging to be just as easy-to-use as the formulas. I particularly love the applicator on the Liquid Touch Weightless Foundation — it has a dome doe foot applicator that holds just the right amount of foundation to cover your entire face.”

Stay Vulnerable Collection — Nearly in Neutral. Melting Blush, $34 ; Glossy Lip Balm, $30 ; Liquid Eyeshadow, $33 ; All-Over Eyeshadow Brush, $25.
Stay Vulnerable Melting Blush, $34.

We’re quite into minimal makeup these days, but still want to look fresh — which products would you recommend for a minimalist look?

“Any of the products can be used to achieve a fresh-faced minimalist look! If I want simple, but fresh, I usually reach for the Stay Vulnerable Glossy Lip Balm because it feels like a lip mask while also giving a glossy finish, Stay Vulnerable Melting Blush because it just melts into the skin, and then I love to set with the Always an Optimist 4-in-1 Mist because it just gives my skin the best glow.”

Which products would you recommend to stand out even while you’re wearing a face mask?

“The Perfect Strokes Matte Liquid Liner is the only liner I’ve been able to achieve a cat eye with! It has over 1,000 bristles so it just effortlessly glides across your eye.”

Perfect Strokes Matte Liquid Liner, $32.

What are some tips you may have for being confident in your own skin?

“I love to keep sticky notes around my house with positive affirmations. I have a lot of various ones, but “I am enough” is a favourite of mine. Something Rare Beauty does to mimic these post-its are called Rare Reminders, which are daily affirmations that evoke positivity and boost self-confidence. I know they really have helped boost mine and help me feel more confident in my skin.”


Rare Beauty, $24 – $48, available from 15 July 2021 at Sephora stores, online at SEPHORA.SG and in-app.