Updated 3rd June, 2021.
Since announcing the launch of Rare Beauty back in February last year, fans and beauty buffs alike have been eagerly awaiting an update on if or when the brand is coming to Australian shores— and that day has finally arrived. Sephora Australia announced via Instagram weeks ago it will be exclusively carrying the makeup line by Selena Gomez, before announcing a hard date today, sharing the brand will be available to shop from August 5th, 2021.
While there have been a number of celebrity and influencer beauty drops of late that have not quite lived up to expectations, this is not one of them… Rare Beauty is receiving rave reviews across the board.
Selena Gomez posted the launch announcement with the caption “I’ve been working on @rarebeauty for two years now, it’s something I’m really proud of -can’t believe I finally get to share it with you. Coming THIS Thursday, September 3rd, at 12AM ET… only at @sephora, @sephoracanada , @sephoramx and RareBeauty.com. #sephorainjcp”
The range currently includes 48 shades of Light Touch Weightless Foundation and Concealer, which boasts breathable medium to full-coverage, with a formula that melts into the skin. In the face category, Rare Beauty has also launched a Blot & Glow Touch Up Kit, two brushes and a sponge, a liquid blush, a primer, a luminizer and a mist. For lips and eyes – the brand has launched seven shades of Dewy Lip Balm, 12 shades of Matte Lip Cream, a Matte Liquid Liner and a Brow Pencil & Gel Duo.
When it comes to how the beauty community is responding the reviews have been hugely positive…
If you don’t feel like watching my 50 min long review my quick summary on @rarebeauty is that I was so pleasantly surprised by how much I liked the products. I still have the foundation on currently & it’s wearing so nice! I don’t think this is just another celeb cash grab 1/2
— alissa ashley (@AlissaAshley) September 2, 2020
So all the #rarebeauty products are either good, or… phenomenal. there are some products I KNOW will become staples for me. I loved it all! Totally my vibe. I appreciate the cream products so much and the foundation is AMAZING
— Chloe (@ChloeMorello) September 2, 2020
Where other celebrity beauty brands have been hailed as ‘cash grabs’, Rare Beauty has been described as high-quality and thoughtful. Twitter has been quick to note the brand is vegan, cruelty-free and offers reusable packaging, plus includes considerations such as the rounded lid-shape of the products, intended to help those with arthritis.
The only major criticism of the launch so far have been in relation to the packaging similarities with Fenty Beauty. Twitter, however has made note of the fact that the agency responsible for the design is hugely popular with celebrities, influencers and corporate beauty companies alike — working on packaging and design for brands including Fenty Beauty, Rare Beauty, ONE/SIZE, Marc Jacobs and DKNY.
Overall, the response has been overwhelming positive, including to the shade range and initial campaign images, which include a diverse range of skin tones and models. Between the Rare Beauty products and Selena’s focus on mental health, we’d say we might have another celebrity beauty brand responsible for changing the game.
The range is available in Sephora stores and online now, with nothing over $30 USD. It is also available on rarebeauty.com, however at the time of publication all products are sold out. While there is no confirmation as of yet, when the range will drop in Sephora Australia, we will be updating here, so stay tuned.