Pure Beauty

Selena Gomez’s Rare Beauty pops up with London cafe for two weeks only

By Becky Bargh | Published: 3-Mar-2022

Alongside the beauty brand’s 150-strong make-up line, customers can pick up cakes and coffee at the new space

On the back of her beauty brand’s launch in the UK, Selena Gomez has cut the ribbon on a cafe and bar in the heart of London.

Just off the city’s major shopping road Oxford Street, the Disney icon and international pop star’s Rare Beauty make-up range will be sold alongside coffee and confectioneries, reported Secret London.

Opened in partnership with Space NK – the official UK distributor of Rare Beauty products – the space will also play host to make-up masterclasses.

In keeping with Gomez’s brand ethos, 1% of profits will go to supporting mental health charities and initiatives.

The pop-up, located on Great Castle Street, is due to close on 6 March.

A rare beauty

The 29-year-old’s beauty range hit the market in 2020 with a staggering 150-strong product range across 14 categories.

First hitting shelves at Sephora and via a DTC website in the US, Canada and Mexico, the brand made its way across the pond in January this year.

At the time of launch, Gomez said that she wanted to raise US$100m over the next ten years for her Rare Impact Fund, which will help increase access to mental health resources.

1% of all sales will go towards the fund.

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