Over the last few years, Selena Gomez has been increasingly candid about her own mental health journey. But though she may make honesty look easy, the Rare Beauty founder, 28, acknowledges it’s been difficult at times to share her toughest moments with the world.

[Being open] isn’t an easy thing to ask of someone. I’ve had to go away a few times for stuff I didn’t know [I was struggling with] and was confused by,” the singer — whose highly anticipated beauty line drops Thursday — tells PEOPLE exclusively. “And then this stigma came: What would people think? But when I thought about it, my first answer was, ‘I don’t care, this is my truth.’ I’m not a stigma. I’m a person that walks their life.

It’s more and more exciting because it’s almost time! Rare Beauty will soon be available online at RareBeauty.com or at Sephora, Sephora Canada and Sephora Mexico stores! In the meantime, find out below a small listing that I have just made of the prices of certain products of the brand. I’ve also added product photos, and some new Selena promotional photos to the gallery!

— Positive Light Liquid Luminizer ($22)
— Lip Soufflé Matte Lip Cream ($20)
— Perfect Strokes Matte Liquid Liner ($19)
— Brow Harmony Pencil & Gel ($22)
— Blot & Glow Touch-Up Kit ($26)
— With Gratitude Dewy Lip Balm ($16)
— Liquid Touch Weightless Foundation ($29)


Selena’s makeup artist Hung Vanngo posted a brand new video on his youtube channel, in which we see him doing the make up of a young woman with all the Rare Beauty products he needs, and all this, presented by the beautiful Selena Gomez herself. Check out the video below and don’t forget: Rare Beauty, it’s in less than 2 days only at Sephora and RareBeauty.com!

@rarebeauty: We believe in creating a safe, welcoming space in beauty— and beyond. Empowering our community to challenge beauty norms means everything. Let’s redefine what beautiful means. This is makeup made to feel good in without hiding what makes you unique. Coming September 3rd at 12AM ET only at Sephora, Sephora Canada, Sephora Mexico and RareBeauty.com.

We’re only three days away from the release of ‘Rare Beauty‘, a make-up line that Selena worked on for two years! I’ve added to the gallery some of the products and a new promotional picture of Selena for the brand! It’s so exciting! I can’t wait to be on Thursday (September 3rd)!

SELPINK IN YOUR AREA! ‘Ice Cream’ is finally here and it’s bomb! The girls are gorgeous and it’s impossible not to love it! Check out the music video below and don’t forget to stream the song on every platforms! ♥

We’re getting closer everyday to Rare Beauty’s launching on September 3rd only at Sephora & RareBeauty.com! To make us wait a little bit before the d-day, Sephora gave us a sneak peek about Rare Beauty and one of the products! You can comment your guess on their twitter! They also opened a newsletter for Rare Beauty on their website. You can sign up by clicking here.

@sephora: ICYMI: @rarebeauty by @selenagomez launches only at Sephora on September 3! Party popper Here’s a sneak peek. Can you guess what it is? Hit us in the comments. Hint: It’s perfect for getting that “Whoa, did you see their glow?” reaction Star-struck #JustDroppedAtSephora

About The Brand

“Created by Selena Gomez, Rare Beauty is challenging unrealistic standards of perfection. In Selena’s own words, “It’s not about being someone else, but being who you are.” This is makeup made to feel good in, without hiding what makes you unique. Airy and breathable, our skin-loving formulas go on easy for adjustable coverage and a fresh finish that always looks like you.”