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Selena Gomez’s cosmetics brand Rare Beauty is doing philanthropic work towards LA wildfire relief. This year marks the fifth anniversary of her third studio album Rare and a special event is taking place at Complex, LA from February 14 to 16, 2025, where fans can enjoy music and buy merchandise from Selena Gomez’s brand.
The event was initially scheduled from January 10 to 12, 2025, but was postponed due to the LA wildfire. Rare Beauty shared an Instagram post on February 11, 2025, writing:
“Come celebrate Valentine’s Day and 5 years of Founder @selenagomez’s album, Rare, with an immersive pop-up experience.”
The post mentions that Rare: The Pop-Up & Valentine’s Shop will remain open for only three days from February 14 to 16, 2025. The store, at 433 N Fairfax Ave, Los Angeles, CA, will have visiting hours from 11 AM to 7 PM. The lineup of products that one can purchase are cosmetics, apparel, and a limited-edition Rare Beauty blush, according to an official update.
Released in 2020, the album Rare debuted at the top of the Billboard 200 chart and included the popular hit Lose You to Love Me. The album also inspired the name of Selena Gomez’s cosmetics brand, which has gained widespread popularity among celebrities and fans.
It is noteworthy that 100% of the proceeds from the sale will go towards LA wildfire response efforts.
Although visitors can RSVP at selenagomezrarethepopup.splashthat.com, it won’t guarantee an entry and hence one must arrive early.
According to Complex, some merchandises include rare vinyls, cassettes, CDs, etc. The list of products is available on the official website of Complex.
Selena Gomez’s Rare Beauty stood up during the LA wildfire situation
On January 14, 2025, Selena Gomez’s Rare Beauty shared on Instagram that emergency care kits with essentials were arranged and donated to the Los Angeles Fire Department Foundation and World Central Kitchen, the organizations that provided aid during the LA wildfire.
The brand supported the Rare Impact Fund’s nonprofit partners, ensuring young people have access to mental health resources during this difficult time. Acknowledging that recovery will take time, it encouraged ongoing community support to help rebuild.
Rare Beauty also shared names of organizations that provided mental health support like the Pro Bono therapy for LA wildfires, AltaMed Free Mental & Physical Health Unit, and Pasadena Family Assistance Center. In the Instagram post, the brand thanked the first responders writing:
“To all the firefighters, first responders, volunteers, and organizations on the ground meeting the ongoing needs of our community, we are forever grateful for your bravery, selflessness, and commitment.”
Sharing the news of Rare: The Pop-Up & Valentine’s Shop on Instagram on January 4, 2025, Selena Gomez wrote:
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“I can’t believe it’s been 5 years since the release of my album Rare! Come celebrate all things Rare at a very special LA pop up with @Complex and @RareBeauty.”
Her post mentioned that behind the scenes of making the Rare album would also be shown during the event.
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