.SelenaGomez is WWD Beauty Inc's latest cover star! We spoke to Gomez about her mission and what's next for her brand RareBeauty.
“To be honest, I was just, like, ‘This is too much information,’” she went on. “This is too much of my personal life spread out everywhere, and it just felt uncontrollable. I felt like my thoughts and everything I was consuming revolved around a million different other people in the world saying good things and bad things. And I just thought, ‘Why would I — I don’t get anything from it. Nothing is giving me life.’ And I just snapped, and I was over it.
Over the last two years, Gomez has used her influence to effect a lot of good, particularly with the launch of herJust as Rihanna’s Fenty Beauty , Gomez has driven the discussion around mental health, paving the way for brands and consumers to speak publicly about coping with pressure, stress and anxiety.
“I wanted to create a safe, welcoming space in beauty that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability,” Gomez said. “I really hope that the brand can continue to make quality products that people feel happy using and knowing that we support them.”
Gomez has arguably excelled in every venture, and what she’s been able to do exceptionally well is build the right teams around her as she navigates each endeavor. Rare Beauty — her cosmetic lines — is no different. “The more we got into it, her vulnerability was the thing that kept coming up,” he continued. “She’s been so open and honest about who she is and some of the struggles that she goes through and the challenges, and there was a sense of just everyone could see themselves in her.”“We had to pivot a lot, because it impacted so many aspects of the business, from manufacturing shutdowns and slowdowns to transportation problems.
Among the offerings, Rare Beauty first introduced core complexion products, foundation, concealer, a primer and face mist, as well as lip, cheek and brow items.Blush has been a breakaway category for Rare Beauty.“Shortly after our Soft Pinch blushes, we launched a Stay Vulnerable Melting Blush,” Kim said.
According to Artemis Patrick, executive vice president and global chief merchandising officer for Sephora, blush, but also eyeliners and lip products have been Rare Beauty’s leading categories.
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