Selena Gomez expands beauty brand

Pop princess turned beauty entrepreneur, Selena Gomez, is expanding her upcoming makeup brand, Rare Beauty to help those in need.

The new philanthropic focus for the brand has inspired the Rare Impact Fund, with the goal of raising US$100 million over the next 10 years, to help address the gaps in mental health services for underserved communities.

The fund was announced on Gomez's 28th birthday, via Instagram, and has been a priority for the singer since Rare Beauty was confirmed earlier this year.

"Since the brand's inception, we wanted to find a way to give back to our community and further support people who needed access to mental health services, which have had a profound impact on my life," she said in a statement. "Rare Beauty is focussed on helping people feel more connected to one another and less alone in the world."

"The Rare Impact Fund will make a direct impact on many lives and, ultimately, make a difference in the world. I'm proud of the work we've begun to do with our partners to offer these services to anyone who needs support," said Gomez.

One per cent of all Rare Beauty sales, as well as funds raised from partners, will be dedicated to the fund. 

"Supporting the mental health of our community, employees, and partners is core to everything we do," the brand said. "By celebrating our uniqueness and supporting each other, we aim to reduce the stigma associated with talking about mental health and to reduce feelings of loneliness." 

You can learn more about the Rare Impact Fund, here.