Two years into Rare Beauty and Selena Gomez has a lot to be proud of.
The brand, which launched in September 2020, has 5 million social media followers and counting and includes a portfolio of products that continues to grow — with everything retailing for $30 and under, making it affordable and approachable for a wide variety of people. But for Gomez, one of her proudest accomplishments isn’t necessarily one that’s quantifiable.
“What I’m most proud of is the conversation that we’ve created in the beauty space,” Gomez, 30, tells PEOPLE exclusively at a press event celebrating the brand’s newest launches. “I feel like we were challenging the norms and I really wanted to create a brand that was for everyone.”
But creating a brand that felt approachable to everyone — no matter skin type, age, color or ability — was a daunting task that made Gomez nervous. “I thought that wasn’t going to sell,” she admits. She was happy to be proven wrong, though, saying that in the two years Rare Beauty has been in business, she’s seen that people “enjoy that you can dress [the products] up or down.”
“They’re not super over the top,” she says, meaning you can layer them to create exactly the look you’re going for, whether it’s subtle glam to go to the office or ultra shine for a night on the town.
“What I love about my products is that you really don’t need a necessary order,” Gomez shares with the group during a presentation of Rare Beauty’s new products. “You can always …….