Over the course of her career, Selena Gomez has positioned herself as a woman to watch on the beauty front. From her pared-down, moody-ingenue vibes in her stylized music videos for both “Bad Liar” and “Fetish”—aesthetics dreamed up by pastels-meet-macabre master Petra Collins—to her high-impact red-carpet glam (oft applied by makeup artist Hung Vanngo), the 27-year-old pop star’s looks are varied, memorable, and undeniably aspirational.
So the fact that Gomez filed for a namesake trademark last month, citing a number of beauty products (including “fragrances, cosmetics, skin-care preparations, hair-care preparations, soaps, moisturizers, and essential oils”) as the brand’s focus, feels like a natural development.
As for celebrity beauty lines, Gomez is in good company. From Rihanna’s cult-followed Fenty Beauty to Lady Gaga’s Haus Laboratories and Kylie Jenner’s can’t-keep-it-in-stock Kylie Cosmetics, the above-neck game is a strong one.
And as Gomez is something of a millennial mainstay on both the beauty and general wellness scenes (consistently speaking candidly on issues ranging from physical to mental health), it’s safe to assume that her collection will be just as unabashedly authentic as she is. And, really, isn’t that what beauty is all about?