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From Rihanna and Kylie Jenner and Kim Kardashian, there is a growing number of A-list celebrities launching beauty brands. The latest to join the bandwagon is Selena Gomez who recently announced the upcoming launch of her beauty line, Rare.

And after the global pandemic put things on hold, the 28-year-old singer has announced that she’ll be launching the collection at Sephora, Sephora Canada, Sephora Mexico and on September 3rd.

“I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx, and,” she wrote on her Instagram. “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!”

In an Instagram live where she’s wearing the products, Selena shared the empowering message behind the brand which is named after her third studio album. “Rare Beauty isn’t about how other people see you — it’s about how you see yourself,” she revealed. “I want us all to stop comparing ourselves to each other and to start embracing our own uniqueness. You are not defined by a photo, a like, or a comment.”

“I wanted to make a brand where you feel comfortable,” she added. “I think people feel the pressure — I know I do — where you kind of feel like you need to look like everyone else… Sometimes that can feel a bit isolating.”

“I want it to be real — real stories, real people, a place where people can feel they are in a community and not feel pressure to look like anything but themselves.”