Selena Gomez has founded a beauty brand called Rare Beauty.

The star posted the news in an Instagram Live to tell the tale Tuesday, noting that she’s going to launch the road with Sephora this summer, and that she was sharing the news while wearing the makeup, including a daring, red lip.

The makeup line might be sold exclusively at Sephora within the U.S., Canada and Mexico, including the Sephora inside J.C. Penney locations, in addition to by itself site.

“We’ll go globally next 12 months,” Gomez said, hinting that parts of the launch process can be collaborative. “I need your help to construct the brand, because I need it to be real — real stories, real people.”

“We’re honored to partner exclusively with Sephora and produce Rare Beauty to Sephora and Sephora inside J.C. Penney stores throughout North America this summer. They’re enthusiastic about bringing Selena’s message to life, a message that’s aligned and in sync with Sephora’s We Belong values,” said Rare Beauty’s chief executive officer Scott Friedman, who’s certainly one of many veteran beauty hires the brand has made.

“We’ve hired talent that brings many years of beauty experience from leading prestige and skilled makeup brands to execute Selena’s vision,” Friedman continued. “Rare Beauty will challenge society’s definition of beauty that impacts our self price. It’s time to stop comparing and to start out embracing our own uniqueness. Everyone seems to be different — and that’s thing.”

Friedman noted that Rare Beauty’s mission is to shape conversations around beauty, self acceptance and mental health. “We’ll work to assist people get more access to support and services. We wish to assist people feel more authentically connected to at least one one other and fewer along on this world,” he said.

“We’re thrilled to debut Rare Beauty at Sephora,” Artemis Patrick, executive vice chairman and chief merchandising officer at Sephora, said in a press release. “At Sephora, our goal is to construct an inclusive community where all feel seen, understood and welcome, a price that clearly aligns with Rare Beauty’s mission. We’re excited to welcome Rare Beauty to our family and may’t wait for clients to see what the brand has in store.”

Friedman, the previous ceo of NYX before and after its sale to L’Oréal is one member of a seasoned beauty executive team that helps to run Gomez’s brand, WWD has confirmed. Gomez, a singer and actress with certainly one of the largest Instagram followings — 167 million — will work with the team as founding father of the business.

Rare Beauty has also hired Katie Welch, the previous chief marketing officer for Hourglass and The Honest Co., as chief marketing officer; Mehdi Mehdi, the previous vice chairman of digital and e-commerce for NYX, as chief digital officer; Kim Magee, former vice chairman of sales at Kopari and Too Faced, as chief sales officer, and Joyce Kim, the previous vice chairman of product development for NYX, as chief product officer.

Gomez is the most recent celebrity to get into the sweetness business. Millie Bobby Brown and Tracee Ellis Ross have each launched their very own beauty brands in partnership with Beach House Group, while Kesha partnered with HipDot for her brand and Taraji P. Henson partnered with Maesa to develop TPH by Taraji. Lady Gaga also launched her own brand, Haus Beauty.

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