Selena Gomez is giving her fans a gift for the holidays: a new product category for her Rare Beauty line.
The singer-actress-entrepreneur will venture into scented body care with Find Comfort, which includes a body and hair fragrance mist, hand cream, body lotion and a Stop and Soothe aromatherapy pen.
It is the first venture beyond color cosmetics for Gomez and Rare Beauty, which has been a breakout success in the celebrity brand stakes with a strategy that leverages Gomez’s transparency around her struggles with mental health and focuses on a message of healthy self-esteem. Just three years old, sales are said to be in the $300 million range, and already Rare Beauty has donated $12 million of a pledged $100 million to mental health causes.
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“The name, Find Comfort, was perfect for us because everything we create we want people to feel good about,” Gomez said in an exclusive interview with WWD. “Aromatherapy for me has always been important. I like light therapy as well. But I have just always loved scents — if I have a headache, just rubbing a little bit of eucalyptus on my temples feels like you’re helping yourself and you can take a breath.”
The Find Comfort Body & Hair Fragrance Mist, $28 for 100ml, is an uplifting scent infused with biotin, niacinamide and peach flower extract. Top notes include lemon zest, rhubarb and pomelo, with a heart of jasmine, violet and black tea extract and a dry down of vetiver, tonka beans and cashmere wood.
A body lotion, $28, and hand cream, $18, will also launch with the scent. On formulating the hand cream and lotion, Gomez said, “It was almost like building a perfume. It’s super fresh…and is infused with bio 10 flower extract.”
There’s also a Stop & Soothe Aromatherapy Pen, $20. A blend of peppermint, lavender and tonka bean aromatherapy oils, the gel formula is meant to be massaged into the temples, back of the neck and behind the ears to promote relaxation.
Gomez is very attuned to self care.
“There’s tons of things that I’ve learned through working on myself, by taking time away, learning DBT [dialectical behavior therapy] and CBT [cognitive behavioral therapy], which are skill sets I can use for whenever I feel overwhelmed, or I feel all of the emotions coming to a place that I slipped a little bit,” she said. “I can get down and I still have those days. But I am a big advocate for therapy and I believe in finding the right person, too, because you have to be careful who to trust.
“And I think being around people who may have walked through similar things has also been helpful, being around someone older, or even just a best friend, that’s like, ‘Yeah, I know how a panic attack feels, let’s talk about where it’s coming from,'” she continued.
Rare will give consumers a preview of the line Monday, where they will be able to join a waiting list. Find Comfort will launch on Dec. 18 on the Sephora app, then roll out to sephora.com and rarebeauty.com the next day, and enter Sephora stores on Dec. 26.
For Gomez, who was awarded the 2023 Beauty Inc Impact Award in early December, the launch marks an important milestone in achieving her vision of a brand that address inner and outer beauty. “The most important thing from the beginning of creating this brand was to have a positive impact in the beauty space,” she said. “The goal was to create a brand that would just allow you to embrace who you are, and not necessarily lead people to look a certain way in order to reach ‘perfection.’”