Selena Gomez announced that she will launch her own brand of cuteness with her Instagram post last night.

“I’ve been working on this special project for two years now and I can officially say that Rare Beauty will launch at @sephora stores in North America this summer. Follow @Rarebeauty and become a module of our lovely community. Here’s a little tip for you There is so much more to share and I can’t wait for it.”

Gomez, who activated her brand’s Instagram account after announcing the exciting news, gained 1 million followers within an hour. Rare Beauty’s mission seems pretty close to Gomez’s views on mental well-being. Gomez said in the image, “Rare Beauty is much more than a brand of niceness. I want us all to stop comparing ourselves to others and start embracing our own uniqueness. We cannot be defined by a photo, a like or a comment. Rare Beauty is not how other people see you, but how you see yourself. relating to.”

The brand itself said in an official statement to its Instagram page Tuesday: “Our mission is to shape conversations about pleasantness around self-love and well-being. We want to help people gain more access to footholds and services, and help people feel more connected to each other and less alone in the world.” “

Rare Beauty will be available at Sephora stores in the US, Canada and Mexico.

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