Selena Gomez is stepping into a new glam chapter, and she is not shy about naming it. The actor and founder describes her current beauty mood as flirty, a little sexy, and a lot more confident than the girl who once kept things strictly minimal. That shift is showing up everywhere, from the way she does her makeup to how she talks about feeling good in her skin.
Her evolving look is also arriving at a big moment for her brand. As Rare Beauty expands into more stores and more conversations, Gomez is using this playful era to double down on what she has said from the start: makeup can be fun and sultry, but it is also a tool for self respect, mental health advocacy, and community.
Inside Selena’s “flirty, a little sexy” phase
Gomez has been clear that this new phase is not about chasing perfection, it is about finally letting herself have fun. She has described her current routine as flirty and a little sexy, language that signals a shift from the softer, almost guarded approach she leaned on earlier in her career. Instead of hiding behind neutral tones, she is leaning into bolder eyes, glossy lips, and a glow that reads more date night than daytime-only, while still feeling approachable and true to her.
That attitude showed up as she celebrated Rare Beauty’s arrival in Ulta Beauty stores, where she talked about feeling more playful and assured in how she presents herself. In that setting, Selena Gomez framed this era as a natural evolution, not a rebrand, explaining that she finally feels comfortable embracing a side of herself that is romantic and grown, without losing the vulnerability that has always drawn fans to her in the first place, a balance she highlighted while speaking about her look and mindset in NEED and KNOW conversations tied to that launch.
How Rare Beauty fits this new mood
Her personal glam shift is landing at the same time as a major retail milestone for her company. Rare Beauty’s expansion into Ulta Beauty means fans can now walk into a familiar store, swatch the products, and see how Gomez’s own flirty, slightly sexier looks are built in real time. She has talked about how exciting it is to see shelves of her brand sitting alongside legacy names, and how that visibility helps her show that a celebrity line can be about more than a famous face on the packaging, especially when it is rooted in her long standing message about self acceptance and mental health.
At Ulta Beauty, Gomez also underscored how the partnership is designed to make giving back feel as everyday as picking up a new blush. She explained that when customers purchase any product in the store, even if it is not from Rare, they have the option to donate at checkout, with half of that contribution going to the Rare Impact Fund, a structure she described while talking about how She wanted the Ulta Beauty rollout to support the brand’s mission. That setup lets her flirty, little sexy aesthetic live side by side with a serious commitment to mental health resources, which has been baked into Rare Beauty since its launch.
Beauty, confidence, and mental health on her terms
Gomez has never separated beauty from mental health, and this era is no exception. She has been open about her own struggles and has repeatedly said that makeup should feel like a choice, not a mask. By calling this chapter flirty and a little sexy, she is signaling that feeling attractive can coexist with vulnerability, and that there is nothing shallow about wanting to look good when it is rooted in self respect rather than pressure. That framing helps fans see her winged liner and glossy lips as part of a broader story about healing and self trust.
Her Rare Impact Fund is one of the clearest examples of how she connects those dots. Gomez has described the fund as central to Rare Beauty’s identity, not an add on, and she has tied its work directly to the brand’s presence in Ulta Beauty stores, where checkout donations help fuel grants and programs. In interviews about her current beauty approach and confidence, Selena Gomez has emphasized that this is the reason she built a company instead of just signing a licensing deal, a point she has echoed while talking about her mindset in recent conversations and in her broader comments about how Rare Beauty’s mission and the Rare Impact Fund are inseparable.
Addressing the future of Rare Beauty amid speculation
As Rare Beauty’s profile has grown, so have questions about what comes next, including speculation about a potential sale. Gomez has addressed those rumors directly, making it clear that she is not looking to cash out and walk away. She has said that Rare Beauty is more than just a business venture to her, describing it as deeply personal and tied to her own growth, and she has framed any future decisions around the brand as something she would weigh carefully, with the mission and community at the center rather than a quick payout.
That stance came into sharper focus when she reflected on the company ahead of her thirty third birthday and responded to chatter about whether she might hand it off to a larger corporation. In those comments, she stressed that she is invested in the long term health of the brand and its philanthropic work, and that she sees herself as a steward rather than a temporary spokesperson, a point highlighted in coverage that noted how she pushed back on sale rumors and how the story was reported By Desiree Anello with a reference to the figure 39 in the context of how closely fans track every detail of her career.
Why this era resonates with fans
Part of why this flirty, slightly sexier chapter is landing so strongly is that it feels earned. Fans have watched Gomez navigate health challenges, public breakups, and the pressure of growing up in front of cameras, and many see this new look as a sign that she is finally enjoying herself. The glam is bolder, but the energy is relaxed, like someone who has stopped apologizing for taking up space. That mix of softness and edge mirrors the Rare Beauty aesthetic, where a dewy base can sit next to a sharp cat eye without feeling like a contradiction.
Her supporters are also responding to how seamlessly she ties her personal evolution to the products they can actually buy. When she shows up to a launch event in a rosy cheek and glossy lip, fans know they can walk into Ulta Beauty and recreate it with the same formulas, then see their purchase support the Rare Impact Fund at checkout. That loop between her image, the brand’s mission, and the customer experience is reinforced every time she talks about Selena Gomez, Rare Beauty, and Ulta Beauty in the same breath, as she did in a recent interview that also touched on her personal life and future plans, and it is backed up by the way the brand presents itself on the official Rare Beauty site, where the products and the purpose share equal billing.
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