Close
Search
Menu Menu
[gtranslate]

Selena Gomez will cast fans in the upcoming ad campaign for her new makeup company

  • Style
  • Posted 2 March, 2020
By
London, UK
0 comments
0 comments

Selena Gomez is holding an open casting call for fans to feature in the upcoming ad campaign for her new makeup company, Rare Beauty.

As if the beauty world wasn’t excited enough about the impending launch of Selena Gomez’s cosmetics brand, Rare Beauty, the Come & Get It singer has just announced that her fans will have a chance to get involved as well.

Gomez is yet another celebrity to jump on the makeup line bandwagon, after Rihanna started the trend with Fenty, and Lady Gaga was just one of the many famous names to follow suit (I’m honestly starting to lose track). Revealing to Instagram at the beginning of this month her desire to create a fully diverse range that would make people feel comfortable, ‘we are not meant to look like everybody else,’ she captioned the original post. ‘We’re meant to look like ourselves.’

https://www.instagram.com/p/B8KLZqVnoPk/?utm_source=ig_web_copy_link

Inspired by her latest album Rare, authenticity is the primary quality that embodies the brand, alongside positivity and empowerment. The company aims to find beauty in what society deems ‘imperfect’ and build a community that drives conversations about self-acceptance and even mental health. Being touted as a highly inclusive cosmetics line that celebrates the unique, it’s a message Gomez has segued from her music into her makeup, encouraging us all to be unapologetically ourselves.

However, I’ll be interested to see how this differs from the majority of celebrity beauty brands as of late, since it appears everyone is striving to deliver this message which, while progressive, is beginning to feel a little bit commercial in my opinion.

Partnering with Sephora, Rare Beauty is set to launch this summer around the US before going global next year. ‘A lot of what’s coming up is going to be in participation with you guys,’ she added. ‘I want your help to build the brand because I want it to be real, real stories, real people and just a place where people can feel like they’re in a community. Where they don’t feel pressure to look like anything but themselves.’

https://www.instagram.com/p/B9KSfe0nISo/

True to her word it seems, Gomez brought the mindless scrolling of her 169 million followers to a sudden halt last Thursday when she launched a #WeAreRare community call on her story. Inviting fans to share what makes them ‘rare’ as well as their Sephora Colour IQ and Instagram handle, 50 of these contributors will be selected to feature in Rare Beauty’s official ad campaign.

‘Every type of human — however you look, however you love — is welcome,’ explained Gomez. There’s so much pressure everywhere around you to look a certain way, especially in beauty. I feel like the word ‘rare’ helps to eliminate all of the pressures to be perfect — it’s saying you’re one-of-a-kind and you are meant to be who you are. That’s Rare Beauty. We want to celebrate why you’re rare. I want people out there to feel beautiful exactly how they are. Makeup is something to enjoy, not something you need. Ultimately, I hope it’s a safe place where people can chat, have fun, and support each other.’

Feature Media Manager & Senior Writer London, UK

Sofia (She/Her) – I’m the Deputy Editor & Media Partnership Manager at Thred, specialising in exclusive articles and live interviews, fashion and beauty with a focus on sustainability, women’s rights, psychedelics, and Latin America. I studied Spanish at the University of Exeter and International Journalism at City, London. Follow me on Twitter, LinkedIn, and drop me some ideas/feedback via email.

Popular

Keep up with thred by signing up to our planet-positive newsletter!

More from thred.

Levi’s net-zero action plan gets scientists’ seal of approval
Credit: Unsplash
Industry

Levi’s net-zero action plan gets scientists’ seal of approval

In efforts to cut company emissions and pollution by 2050, the denim brand Levi Strauss & Co. has announced its new climate transition plan detailing its road to net-zero. It’s no secret that the fashion industry is now one of the world’s most unsustainable, with textile waste, pollution, and greenwashing all being unfortunately common practices. Consumers have become more conscious of how their environmental impact is impacted by their shopping choices,...

By London, UK
Indigenous craft is still being co-opted by the fashion industry
Credit: Mark Seliger
Fashion + Beauty

Indigenous craft is still being co-opted by the fashion industry

Actor Lily Gladstone has called out Valentino, the latest brand to copy Indigenous designers. Protecting these cultural crafts from the capitalist machine is a longstanding – and often exhausting – battle.  By now, it’s a familiar cycle: a fashion house unveils its latest collection, the press fawns, social media unearths its problematic roots, and the brand issues a half-hearted statement about inspiration versus appropriation. This week, it was Valentino’s turn under the microscope,...

By Brighton, UK
LFW ban on exotic animal skins criticised by experts
Credit: Pexels
Industry

LFW ban on exotic animal skins criticised by experts

Scientists from one of the world’s leading conservation bodies have condemned London Fashion Week’s decision, warning that it’s ill-informed and that exotic animal skins are often far more sustainable than alternatives such as leather and synthetic materials. Amid continued protests against the use of exotic skins (think snake, crocodile, and other reptile species) in fashion, many brands, celebrities, and designers have chosen to begin pivoting away from it. Years of animal...

By London, UK
Accessibility