Sephora in Israel: Selena Gomez’s Rare Beauty makeup brand will be sold at Be Pharm. The products will be brought into the country through parallel imports rather than an official launch. The company purchased millions of shekels’ worth of merchandise to prevent stocks from selling out immediately.
The brand is already sold by Israeli websites and stores through parallel imports but has not previously been available at a major retail chain. Rare Beauty products will be available beginning in August at select Be Pharm branches and through the Be Pharm app, with next-day delivery.
The launch was first revealed at Be Pharm’s Iconic Summer event in Eilat, which featured more than 15 brands in the beauty, skin care, makeup, fragrance, hair care, health and wellness sectors.
Rare Beauty was launched in September 2020 by singer, actress and producer Selena Gomez and quickly became one of the world’s most successful beauty brands. It is sold at Sephora in the United States, Canada, Britain and Europe, as well as at Space NK in Britain and the Ulta Beauty chain.
The brand’s central concept is to celebrate each person’s individuality, self-acceptance and mental health, based on the belief that makeup should accentuate existing features rather than conceal or “correct” imperfections. It promotes lightweight, comfortable and highly pigmented formulas that are easy to apply, including with the fingers.
Some of the packaging, including the rounded caps on the liquid blushes, was designed to make the products easier to open for people with accessibility needs, such as those with arthritis or lupus, which Gomez has.
Selena Gomez
(Photo: Instagram)
Beyond the products themselves, 1% of the brand’s sales is donated to the Rare Impact Fund, established by Gomez to expand access to mental health services in underserved communities and reduce the stigma surrounding mental health.
The products set to launch at Be Pharm sell for $15 to $34 in the United States. In Israel, they are currently sold through independent parallel imports, often at significantly higher prices. Liquid blush, for example, is offered on Israeli websites for 140 to 180 shekels, compared with $25 in the United States.
Be Pharm has not yet set prices for the products.
The chain’s selection will include the Soft Pinch Cheek & Lip Trio, a set of cheek and lip products; Soft Pinch Blush Powder in the shades Love, Hope, Cheer, Stay Vulnerable and Melting Blush; cream blush in Nearly Rose and Nearly Apricot; Soft Pinch Tinted Lip Oil in Delight, Hope and Happy; Kind Words Matte Lipstick; Kind Words Matte Lip Liner; Lip Soufflé Matte Lip Cream; Positive Light Liquid Luminizer; Always an Optimist Illuminating Primer; True to Myself Tinted Pressed Finishing Powder in several shades; All of the Above Weightless Eyeshadow Stick; and the Find Comfort line, including body and hair spray, mist and body care products.
Be Pharm CEO Eitan Saida said the chain was proud to position itself as a “House of Beauty” and bring the trendiest brands to Israel.
He described Rare Beauty as a global icon because of its product quality, innovation and authentic connection with consumers, adding that the chain was confident Israeli customers would embrace the products as millions around the world have.