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

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.’

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