Selena Gomez did her own makeup for the cover of Allure

In the kitchen of an office building in Los Angeles sits a two-tiered cake, covered in glitter like something out of a fairytale. Decorated with sparkle and surrounded by miniature lip glosses — lined up like little soldiers guarding the perimeter.

In the kitchen of an office building in Los Angeles sits a two-tiered cake, covered in glitter like something out of a fairytale. Decorated with sparkle and surrounded by miniature lip glosses — lined up like little soldiers guarding the perimeter. On a cardboard sign at the base, written in all caps, are the words: “DO NOT TOUCH.” But there’s one girl who’s allowed to break the rules. Her name is Selena Gomez.

In just a few hours, she’ll be the one to cut that cake, during a Rare Beauty celebration for the launch of the Positive Light Luminizing Lip Gloss. And this moment isn’t just about makeup — it’s about the journey Selena herself has taken.

The brand has been around for almost five years, yet only now is it releasing its very first lip gloss. In the beauty world, that feels like a bold statement — most competitors start with the basics, while Rare Beauty has always taken its own path.

Selena launched the brand in 2020, right in the middle of the pandemic. For her Allure cover, she even did her own makeup — of course using Rare Beauty products. “I was really nervous,” she admitted at the time. “But I was proud to be representing my brand, and I thought: ‘I just hope I did this right.’”

And it seems she did.

This gloss has become a symbol: Rare Beauty knows how to wait, and that’s why every launch feels like a gift.

Rare Beauty is more than makeup. It’s the story of a young woman who learned to accept herself, stopped chasing other people’s standards, and now shares that experience with millions of women.

Selena Gomez is the one who can turn even a glittering cake into a symbol of change: of beauty found in joy, and strength discovered in vulnerability.