As if we didnâ€™t have reason enough to run to the nearest Sephora when we go abroad.
Now, Selena Gomez is launching her new make-up range, Rare Beauty, in the beauty store.
Form an orderly queue behind us.
The range, which has been â€œtwo years in the makingâ€ was announced by Selena herself on social media last night.
The 27-year-old â€˜Lose You To Love Meâ€™ singer has named the brand Rare Beauty, a not-so-subtle nod to her new album of the same name.
Guys, Iâ€™ve been working on this special project for two years and can officially say Rare Beauty is launching in @sephora stores in North America this summer! Hereâ€™s a tiny sneak. Thereâ€™s more to share AND I canâ€™t wait. pic.twitter.com/fWZQqyqrW9
â€” Selena Gomez (@selenagomez) February 4, 2020
The brand, which will launch in Sephora stores this summer, is about being â€œcomfortable with yourselfâ€.
â€œIâ€™ve stopped trying to be perfect, I just want to be me. I think Rare Beauty can be more than a beauty brand, I want us all to stop comparing ourselves to each other and just start embracing our uniqueness.â€ She said in the teaser video she posted online.
â€œYouâ€™re not defined by a photo, a like or a comment. Rare Beauty isnâ€™t about how other people see you. Itâ€™s about how you see yourself.â€
She officially announced the new brand to her 167 million Instagram followers.
In her Instagram Live video, Gomez told viewers: â€œThis is something I started working on two years ago. I found the right partners and the right teamâ€¦and itâ€™s important to me because I wanted to make a brand where you feel comfortable.â€
She believes the line is more than just a brand, but a lifestyle.
â€œI want girls and boys and men and women to feel comfortable. Itâ€™s [Rare Beauty] meant to be enjoyed, itâ€™s very special. We are not meant to look like everybody else, weâ€™re meant to look like ourselves.â€
Instead of creating a new page for Rare Beauty, her Revival tour Instagram account recently changed its name to @rarebeauty.
What we know so far is that itâ€™ll launch in the summer in Sephora with a plan to go worldwide next year.
Gomez sees it as a â€œcollaborationâ€ with her fans: â€œI want your help to build the brand because I want it to be real. Real stories and real people and just a place where people can feel like theyâ€™re in a community. Where they donâ€™t feel pressure to look like anything but themselves.â€
The collaborative vibe has worked well for brands in the past, with the likes of Glossier thriving from this model.
Fans have suspected something is in the works for a while. Last month, she announced in an interview with Variety she would be expanding her brand beyond what people may expect.
This, plus the filing of a beauty brand trademark in August 2019, reported by Womens Wear Daily left people wondering whatâ€™s to come.
Thereâ€™s no hints about what make-up the brand might sell at this point, but her trademarks cover: fragrances, perfumes, colognes, aftershaves, cosmetics, cosmetic preparations, body care preparations, skincare preparations, hair care preparations, soaps, moisturisers, incense, nail preparations, beauty products, and essential oils.
Bring on the summer.
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