Selena Gomez, Alicia Keys and Tik Tok Star Addison Rae Lunching news beauty brands.

Gomez initially said the line would come out in summer 2020 and that it would go global in 2021.

"The line is going to be at every Sephora store, and we will go globally next year," Gomez said in February. "There’s lots and lots of other things I want to share with you guys, but we’re going to share them within a few months."

Back in February, Selena Gomez announced she was going into makeup. The pandemic pushed the line's summer 2020 launch date a little, but on August 4, Gomez announced the official release date: September 3, 2020.

"I’m SO excited to finally share that @RareBeauty will be launching September 3rd only at @Sephora, @SephoraCanada, @SephoraMx and RareBeauty.com," Gomez wrote on her Instagram. "I’ve had so much fun creating everything and can’t wait for y’all to try it all! I hope you love it as much as I do!"

Gomez narrates the video of clips showing her behind-the-scenes testing and swatching process. So far it appears that the line will include lipsticks, eye products, blushes, and highlighters."Being rare is about being comfortable with yourself," she says. "I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves and to start embracing our own uniqueness."

Women's Wear Daily reports that Gomez filed paperwork with the U.S. Patent and Trademark Office to create a line of "Selena Gomez" beauty products including “fragrances, cosmetics, skin-care preparations, hair-care preparations, soaps, moisturizers and essential oils."

Gomez has primarily showed off the line's lipstick and eyeshadow colors, along with a look at its liquid eyeliner.

The makeup line will be sold exclusively at Sephora in the U.S., Canada and Mexico, including the Sephora inside J.C. Penney locations, as well as on its own web site.

Alicia Keys is launching a lifestyle beauty brand in conjunction with e.l.f. Cosmetics.

Best known for pairing high-quality products with surprisingly affordable price points, we’re crossing our fingers that e.l.f. Beauty’s latest line also follows suit.

On Wednesday, the beauty company announced the news that the line is expected to drop in 2021.

"A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore conversations about inner beauty, wellness and connection," notes the press release. "With an inclusive point of view, an authentic voice, and a line of skin-loving, dermatologist-developed, cruelty-free products, the brand aims to bring new meaning to beauty by honoring ritual in our daily life and practicing intention in every action."

The brand is expected to be available online and through exclusive retail partnerships in select markets.

Addison Rae is American social personality, counts 53.7 million followers on the social network. The line’s first items - a mascara, eyeshadow, highlighting powder and brow pencils - will be available on August 11.

Launched in partnership with brand incubator and Ipsy sister company Madeby Collective, Gen Z-focused Item Beauty was officially announced on Monday after being teased on Easterling’s social media accounts the week prior. Beginning with a collection of six makeup products, Item Beauty will be exclusively sold on its own DTC site starting on August 11 and will be featured in Ipsy’s Glam Bag starting in September.

Item Beauty already has an Instagram presence (@itembeauty), and its first posts starting in mid-July tout self-confidence and authenticity and reference “clean” formulations with shea butter, almond oil, jasmine and coconut oil, which are more often associated with skincare than makeup.

This is the second brand to be launched by the incubator following vegan makeup brush brand Complex Culture Beauty in November 2019. R&D for these brands have been facilitated using data Ipsy gleaned from its 25 million community members.

TikTok beauty brand launches, like Item Beauty and the D’Amelio sisters’ Morphe 2, have arrived quicker in these influencers’ careers than those of beauty YouTubers. Patrick Starrr, for example, just launched his brand last month after vlogging since 2013, while Jackie Aina announced her brand last month after being active on YouTube since 2009. Other influencers who have launched beauty brands in the past, such as Huda Kattan, were also vlogging for several years before doing so.

I've pretty much got the same advice from everyone I know in the industry, and it's just to really do things you're passionate about and things you love and enjoy.

I feel like a lot of people I look up to just really allow themselves to express their thoughts and ideas through their makeup.

They're amazing. They always have great creative minds and do super fun things with their looks.