Selena Gomez is launching a vegan beauty brand in Sephora

Consumer demand for cruelty-free and vegan cosmetics is on the rise, with the global vegan beauty products market predicted to be worth  $25.3 billion by 2029

Celebrities have been cashing in on the trend with the likes of Rihanna and Lady Gaga releasing their own vegan skincare and makeup lines.

Now celebrity singer Selena Gomez is entering the world of vegan cosmetics herself with the launch of her new beauty brand, Rare Beauty.

In a post on Instagram, the brand wrote: “For the past few months, you’ve all been asking… and we’re proud to share that our products will be 100 percent vegan and cruelty-free. Like you, we love and care for our animals too.”

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Keen to ensure the range is as inclusive as possible, Rare Beauty will launch with an impressive 48 shades of foundation and concealer, according to Gomez.

In an Interview magazine feature, Gomez said the range was “all very clean and easy. I wanted people to feel safe.”

Taking to Instagram to announce the news to her 186 million followers, she wrote: “I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and RareBeauty.com.

“I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!”

Not only is Rare Beauty animal-friendly, but the brand has also pledged to raise $100 million over the next decade as part of its Rare Impact Fund initiative which will be used to “help increase access to mental health resources”.

Rare Beauty was initially due to launch in summer 2020, but will now be unveiled on September 3 at Sephora and on RareBeauty.com.