Pop singer Selena Gomez has turned her attention to philanthropic work with her make-up brand Rare Beauty.
The brand has set up the Rare Impact Fund, which aims to raise US$100m over the next ten years to support mental health services for underserved communities in the US.
From every Rare Beauty sale 1% will go into the fund, which will also be topped up by partner donations from foundations and non-profit organisations.
“I’m so grateful to be surrounded by a team that’s helped make the Rare Impact Fund a reality,” said the 28-year-old.
“Since the brand’s inception, we wanted to find a way to give back to our community and further support people who needed access to mental health services, which have had a profound impact on my life.”
“The Rare Impact Fund will make a direct impact on many lives and, ultimately, make a difference in the world,” added Gomez.
“I’m proud of the work we’ve begun to do with our partners to offer these services to anyone who needs support.”
Commenting on the initiative, Rare Beauty’s CEO Scott Friedman said the $100m goal was an “ambitious” one.
“With the launch of the Rare Impact Fund, we will create one of the largest philanthropic efforts focused on mental health in the world,” he added.
“The funds will go toward increasing access to mental health services, particularly for underserved communities.”
Rare Beauty has also hired a Mental Health Council, composed of experts from universities and organisations to guide the brand’s strategy.
The former Disney star set up Rare Beauty earlier this year with the aim of encouraging consumers to embrace their “uniqueness”.
“Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me,” Gomez said at the time of the announcement.
