Selena Gomez reveals she is releasing new cosmetics line

The singer is channeling stars such as Rihanna by taking to social media to share her business venture

Since the start of her career, singer Selena Gomez has preached about the importance of embracing your individuality. She now hopes to continue that message with the launch of her new beauty brand, Rare Beauty.

The Lose You to Love Me hit maker announced the exciting news in an Instagram video on Tuesday. Gomez is seen trying on different lipstick, eyeshadow and blush swatches, as well as using makeup sponges, reported the Hollywood Reporter.

"Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me," the star is heard saying in the clip.

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"I think Rare Beauty can be more than a beauty brand," Gomez continued. "I want us all to stop comparing ourselves to each other and just start embracing our own uniqueness. You’re not defined by a photo, a like or a comment. Rare Beauty isn’t about how other people see you, it’s about how you see yourself."

The brand's name is a clear nod to Gomez's recent album, Rare, and the title track. The lyrics proclaim, "Why don't you recognize I'm so rare?"

The move follows other stars launching beauty lines, including Kesha, Lady Gaga, Rihanna, Millie Bobby Brown, Tracee Ellis Ross, Taraji P. Henson, Miranda Kerr, Victoria Beckham and Jessica Alba.

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According to Medium, Rihanna's Fenty brand recorded $72.0 million in earned media value on the first month. This was ahead of other high-profile brands like including Kylie Cosmetics, Benefit, Urban Decay, KKW Beauty and NYX.

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In July 2019, Gomez filed for trademark of her name for cosmetics that would include fragrances, bath items, skincare, hair care, soaps, moisturizers, cleansers, incense, nail products, essential oils and other beauty goods.

She previously teamed with Givaudan perfumers on Selena Gomez Eau de Parfum in 2012 and released Vivamore in 2013. The Look at Her Now singer has been a brand ambassador for fashion labels Coach and Puma.

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Rare Beauty is set to launch in North America this summer exclusively at beauty giant chain Sephora. The brand's Instagram page already has more than 1 million followers.

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