Selena Gomez’s Rare Beauty is entering the fragrance category with its first eau de parfum and complementary range of perfume primers.
The singer’s beauty brand is expanding the ‘feel-good philosophy’ in its make-up and body care lines into scent with Rare Eau de Parfum, which is described as “warm and decadent with a touch of spice”.
It has been launched in tandem with four Fragrance Layering Balms – Amber Vanilla, Floral Peony Blossom, Fresh Bergamot and Woody Oak – so users can customise their experience.
The idea is to apply the balm to pulse points and then spray the eau de parfum on top, tapping into the hyper-personalisation trend.
“My days are never the same, so I wanted a fragrance that evolves for the moment,” said Gomez.
“Something that could take me from a quiet morning at home to a big night out – and always feels just right.”
Rare Eau de Parfum was crafted in France and contains top notes of caramel, pistachio and pink pepper; a heart of vanilla, ginger and cocoa beans; and a base of sandalwood, tonka beans and skin musks.
Rare Eau de Parfum and the complementary Fragrance Layering Balms
It has been made with globally sourced ingredients, and is vegan-friendly, paraben-free and dermatologist-tested.
The bottle has been designed with accessibility in mind, especially for those with dexterity issues.
It comes in a rounded, gold-capped bottle designed for ergonomic ease, which can be dispensed with a press of the palm, four fingers or one finger.
Rare Beauty collaborated with a certified hand therapist and a team of packaging engineers to create a bottle that ensures “effortless and comfortable dispensing”.
Rare Eau de Parfum costs £71 for 50ml and is available exclusively at Sephora from 7 August.
Rare Beauty recently launched a new Giving Circle initiative, asking the public to donate as little as US$1 per month to “support organisations doing life-changing work”.
It builds on the work of the brand’s Rare Impact Fund, which aims to raise US$100m over ten years in support of mental health services for underserved communities in the US.
Rare Beauty donates 1% of all sales to the fund.