Selena Gomez Unveils Rare Beauty Makeup

by Bill McCool on 09/03/2020 | 2 Minute Read

Whenever a celebrity launches a line of cosmetics (or, shudder, a rosé wine), you expect that it will someday go the way of the dinosaurs or the cast of Jersey Shore

But part of creating a lasting brand, even for a celebrity line, means giving a damn and designing packaging worthy of an audience. Look no further than Rihanna's Fenty Beauty, as the design of the products by NYC boutique agency Established continues to dazzle.

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The agency continues its fine work with Rare Beauty, a new line of makeup from Selena Gomez. The understated elegance of the brand celebrates the distinctive qualities of every individual's beauty and honors the simple act of being yourself.


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Established was tasked with creating a new brand of makeup for Selena Gomez called Rare Beauty. Working closely with Selena and her team, Established developed the idea of a brand that celebrates the individual’s unique beauty. These products aren’t about being someone else, but rather celebrating who you are. 

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

The line itself is designed to be simple and humble so that it fits into each person’s world, rather than imposing its style onto the user. At the same time, it needed to be distinct and fun, with a sophistication that reflects the high quality of the formulas themselves as well as the personality of Selena herself. The line is built from simple, geometric shapes in a neutral but feminine matte peach with accents of classic gold. 

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

The typography is a combination of a classic editorial serif with a custom-designed script font by Established to reflect a personal hand note from Selena, as well as connecting to each of the users personally. 

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