Selena Gomez‘s Rare Beauty is expanding its palette of lip products with a line of translucent gloss, the first of its kind for the brand. In a rebellious “Spring Breakers“-themed campaign posted on Monday, the makeup and body care company unveiled the new Positive Light Luminizing Lip Gloss collection, available in six shades: Dazzle, Beam, Flicker, Glimmer, Spark and Blaze, priced at $20 each.
“I wanted to create a lip gloss that feels really good and has a ton of shimmer. It’s just so fun to wear,” Gomez said in the press release.
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The fun-loving spirit of the shimmery product was captured in the punky campaign, inspired by the 2012 thriller in which Gomez starred alongside Vanessa Hudgens, Ashley Benson, Rachel Korine and James Franco. Images shared on Instagram showed a robber in a pink ski mask holding a tube of the luminizing gloss with a sign that read, “Selena Gomez I Got Your Gloss.” Other videos featured the character driving away in a golf cart at night, leaving their lips lathered in the glistening product, visible in the moonlight.
The formula of the gloss is designed to leave a lasting finish with notes of a subtle peach flavor. Though it’s not a lip plumper, the shimmer creates the illusion of fuller, hydrated lips. Dazzle and Flicker are the only shades with blue undertones, while Beam and Glimmer boast warm pink and rose gold hues. Spark and Blaze, on the other hand, are infused with brown and bronze tones.
Rare Beauty’s product expansion hasn’t slowed since its initial launch in 2020. Founded originally as a makeup brand, Rare Beauty moved into body care in 2023, dropping lotions, exfoliants, body washes, mists and creams. Before anything launched, Gomez tapped chief executive officer Scott Friedman, who subsequently brought on chief digital officer Mehdi Mehdi and chief product development officer Joyce Kim — all three NYX Cosmetics alums.
“I basically said, ‘I want people that have been doing this for so long, who are willing to take a chance and take this journey with me,’” Gomez told WWD in 2021 of building her ideal team.
On working with Gomez to formulate a vision for the brand, Mehdi previously told WWD: “We really tried to absorb as much as we could about what makes [Gomez] so special and why people love her so much and that’s kind of where the essence started. In terms of the creative, we took a lot of inspiration from the looks that she’s done, the makeup that she’s done, the fashion that she’s done, her music videos, her personal aesthetic.”
Rare Beauty’s mission to drive conversations and provide services for mental health awareness, with a focus on underserved communities, is also at the heart of the business through its nonprofit counterpart, the Rare Impact Fund. One percent of all Rare Beauty sales go to the Rare Impact Fund. The goal is to raise $100 million over 10 years.
The Positive Light Luminizing Lip Gloss line will be available on Thursday at Sephora, sephora.com and rarebeauty.com.
Launch Gallery: Selena Gomez’s Style Evolution Through the Years
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