Selena Gomez's Rare Beauty Brand Launches in Israel

The international beauty brand Rare Beauty, founded by singer, actress, and entrepreneur Selena Gomez, is launching in Israel for the first time. Be Farma announced on Sunday that early sales of the brand's products will begin exclusively on the company's app, with nationwide delivery available. Initially, purchases can only be made through the app's home delivery option, not for in-store pickup. Rare Beauty products are expected to be available for in-store pickup and in Be Farma branches at a later date. The brand, known for its makeup and its social message, is already sold globally at Sephora.

Early offerings through Be Farma's app, imported via parallel import, include the Soft Pinch Blush Powder in Cheer and Joy shades, the Stay Vulnerable Melting Blush in pink, and the Soft Pinch Tinted Lip Oil in various shades. Other products available are silky-finish highlighters, matte pink blush, and a 100ml Find Comfort mist for body and hair. The Positive Light Liquid Highlighter in the Reveal shade will also be offered.

Eitan Saida, CEO of Be Farma, stated, "We are proud to be a House of Beauty and to bring the trendiest brands to Israel. Rare Beauty is a brand that has become a global icon due to its authentic connection with its audience. We chose to launch the brand in an innovative way, with an early sale on the Be Farma app, to allow all customers from north to south accessibility to the world's beloved and leading brands within an order." The launch of Rare Beauty joins other beauty brands distributed under Be Farma's House of Beauty, such as Sephora Collection, Benefit, and Sol de Janeiro, which are also available through parallel import.

This expansion into beauty follows Be Farma's announcement in May to broaden its beauty category by introducing products from the international hair styling brand BABYLISS.