Selena Gomez’s beauty brand isn’t your average celebrity makeup line

While it may feel like we’ve seen a makeup line announcement from almost every celebrity, one mixing up the usual formula is pop star, Selena Gomez.

The star revealed her brand, Rare Beauty, will launch in Sephora later this year, sharing the news on Instagram to her 167 million followers. But what seems to be different about this particular celeb line, is the many veteran beauty hires the company has made.

Bringing with it a team of seasoned executives, Rare Beauty’s staffers include: chief executive officer Scott Friedman, former NYX CEO; chief marketing officer Katie Welch, former Hourglass and The Honest Co. chief marketing officer; chief digital officer Mehdi Mehdi, former NYX vice president of digital and e-commerce; chief sales officer Kim Magee, former Kopari and Too Faced vice president of sales; and chief product officer Joyce Kim, former NYX vice president of product development.

“We’ve hired talent that brings decades of beauty experience from leading prestige and professional makeup brands to execute Selena’s vision,” said Friedman.

The makeup line, with the mission to shape conversations around beauty, self acceptance and mental health, will be sold exclusively at Sephora in the U.S., Canada and Mexico, including the Sephora inside J.C. Penney locations, as well as on its own website.

“We will go globally next year,” said Gomez, hinting that parts of the launch process would be collaborative. “I want your help to build the brand, because I want it to be real - real stories, real people.”