Rare Beauty by Selena Gomez Revealed at Sephora and Sephora inside JCPenney

The biggest beauty launch of 2020 is here! Rare Beauty, founded by Selena Gomez, is now available at Sephora – including the majority of Sephora inside JCPenney locations. With self-acceptance and mental health at the heart of the brand, Rare Beauty is on a mission to inspire customers to embrace what makes them unique.

“Today, too many people feel trapped by unrealistic expectations that are impossible to achieve,” said Gomez. “Rare Beauty is about being who you are – and finding the beauty in your imperfections. This is makeup made to feel good in, without hiding what makes you unique.”

From au natural to full on glam, and everything in between, Rare Beauty has a variety of products to style and inspire Sephora inside JCPenney customers to live life their way. The full product line includes 14 categories of 150 individual products – including 48 shades of foundation for all skin tones – that were carefully formulated and thoroughly tested during the development process. Designed with all ethnicities in mind, customers can be sure to find their match at an affordable price, with all products priced under $30.

The 100 percent vegan, skin-loving formulas go on easy for adjustable coverage and a fresh finish that always looks like the individual behind the makeup.

“I wanted to create a brand that was thoughtfully made, inside and out. It’s all very lightweight and easy to wear,” said Gomez.

Beyond the brush, the brand is working to help underserved communities get more access to mental health resources through the Rare Impact Fund. With a goal of raising $100 million in 10 years, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund.

“We are committed to helping people feel more connected to one another and less alone in the world,” Gomez continued. “Together, we are better.”

Introduced in 2006, SiJCP is an exclusive beauty experience in select JCPenney stores, offering a curated selection of leading makeup, fragrances, skin, and haircare brands. JCPenney and Sephora have worked together over the past 14 years to serve our customers and deliver an engaging experience.

Shop Rare Beauty now at our stores or our flagship, jcp.com/sephora.