• by Sarah Mahoney  @mahoney_sarah, October 5, 2023

Few celebrities have been as open as actor Selena Gomez about mental health struggles. And even fewer celebrity-created beauty lines have been sales juggernauts. So it makes sense that Gomez is working with Sephora, donating all Rare Beauty product sales at Sephora to mark World Mental Health Day, Oct. 10.

The proceeds go to the Rare Impact Fund, which helps to expand access to mental health care and reduce stigma.

Since launching in 2020, Rare Beauty has become a top seller at Sephora.

Gomez, star of Hulu’s “Only Murders in the Building,” has bipolar disorder. So far, the foundation she started has reached more than 740,000 young people, 10,000 teachers and administrators, and 367 educational systems.

The event includes all 28 of Sephora’s global markets.

Sephora has “been incredibly supportive of Selena’s vision to change the conversation in the beauty industry and shift the discussion toward acceptance and positivity, while also championing her personal mission to destigmatize mental health," said Scott Friedman, chief executive officer of Rare Beauty, in the announcement,

Leading up to the event, the LVMH-owned Sephora is encouraging open conversations about mental health throughout its network of influencers.

“We believe that beauty can be a positive contributor to mental health,” said Deborah Yeh, Sephora’s global chief purpose officer, in the announcement. “We want the beauty industry to be a safe and welcoming place for everyone.”

Gomez isn’t the only celebrity making beauty headlines this week, though.

Fenty Beauty, backed by Rihanna, is moving into Ulta at Target stores. Fenty, partially owned by LVMH, is cooking up some exclusives for the deal, including Fenty Snackz, a collection of minis and sets.

Bringing Fenty to Target strengthens the retailer’s beauty clout in three important ways. First, Fenty expands inclusivity with a famously wide selection of shades and formulations. Second, Fenty offers are pricier than many other brands sold in Target, adding a more premium feel. And finally, it’s got that Rihanna glow, upping the brand’s cultural currency.

The curated assortment, says Jill Sando, Target’s executive vice president and chief merchandising officer, in its announcement, “will spark discovery and deliver affordable joy to our guests.”