Following in the footsteps of the likes of Kim Kardashian West, Kylie Jenner and Rihanna, Selena Gomez has made moves to launch her very own beauty line – and we could not be more ready for it.
According to a report by E!, the singer and actress last month filed to trademark her moniker, “Selena Gomez,” with the US Patent and Trademark Office through her production company, July Moon Productions. And though she’s yet to announce anything official, details of the filing suggest she’ll be producing everything from “essential oils, fragrances, cosmetics, hair care preparations, skin care preparations, and body care preparations.” So, a lot of preparations, then. Either way, we can’t wait to see what she does with the line, especially as she’s been mixing up her makeup game lately (did you see that red lip and cat-eye combo at Cannes? Gorge).
To be fair, throughout her years in the limelight she’s showcased a variety of aesthetics, from dark, sultry, dramatic evening looks, to airy, natural daytime looks, so what the line’s signature feel will be is anyone’s guess. One thing’s for sure – her warm, easy-going rapport with fans is sure to have them queuing up around the block to get their mitts on Selena-endorsed, well, everything. But if we had a list, we’d wish for bold lip colours, dramatic eyeshadows, and dewy, natural foundations.
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The filing comes hot on the heels of news that Hailey Bieber, who’s now married to Selena’s long-time on-again-off-again ex, Justin Bieber, trademarked her married name under “Bieber Beauty”, with hopes of soon launching a beauty and cosmetics line. And it’s not only former or current Bieber lovers who want in on the action – even Victoria Beckham has announced plans for a beauty line sometime in the future.
But lest it become a crowded market, let’s remind ourselves of the celeb-beauty-empire-frontrunners. Undoubtedly, top of the pile is Kylie Jenner, who’s on her way to billionaire status thanks to Kylie Cosmetics, followed closely by Kim Kardashian West’s KKW BEAUTY (which seems to be dropping new products left, right and centre), and Rihanna, with Fenty Beauty. The latter, which caters to a wide variety of skin tones, has been hailed a worldwide success, thanks to its inclusive and creative take on beauty for all. She’s even managed to parlay the hit into her very own luxe high-fashion womenswear label, Fenty, which she helms.
So who knows where Selena’s beauty ventures could lead. But if the success of her current projects are anything to go by, like being the face of Coach handbags and Puma, she’s surely got this one in the (makeup) bag.