Selena Gomez is in her confident era—and she’s bringing that energy to Rare Beauty.
Today, the brand is expanding its Find Comfort body line with two new products showcasing a scent profile inspired by feeling comfortable in your own skin, aptly titled Awaken Confidence. “Scent is so personal for me because it’s a snapshot of where I am mentally and emotionally at the moment,” Gomez tells Women’s Health exclusively. “The original Find Comfort scent is all about feeling cozy and comfortable, like a warm hug. Awaken Confidence is joyful and vibrant—and a quick spritz really lifts my mood.”
The fragrance is an uplifting combination of juicy peach and fresh flowers, featuring notes of sweet peach nectar, orange blossom, and a base of creamy sandalwood. ”I’m really loving this combination,” Gomez adds. “When I first smelled the scent, I loved how bright and fresh it was. The Find Comfort collection is all about feeling comfortable in your skin, and we like to say that with comfort comes confidence. I wanted to celebrate that mood with a scent that makes you feel like your best and most confident self.”
You’ll find the scent in two forms—a new version of Rare’s moisturizing body and hair fragrance mist, which Gomez says her community has been obsessed with, and a brand new addition to the line: a rich body cream with a luxurious pudding-like texture. “I wanted to bring the Awaken Confidence scent to life in a completely different way since I loved it so much, and that’s how the body cream was born,” Gomez reveals. “It has a totally unique texture that feels bouncy and cool to the touch and feels nourishing on the skin. We focused on a formula that feels indulgent but isn’t heavy, sticky, or greasy so that it can be easily layered with the mist.”
It’s a fitting addition to a line—and a brand—that’s about so much more than outer beauty. Since Rare Beauty burst onto the scene in 2020, Rare Impact, the brand’s signature social impact initiative and a 501(c)(3) public charity, has been dedicated to addressing the mental health issues impacting young people in staggering numbers. Last year alone, Rare Impact raised $7 million through an in-person benefit, summit, and partnerships with major retailers (Sephora donated 100% of its Rare Beauty sales to Rare Impact on World Mental Health Day, October 10).
When Gomez launched the initial Find Comfort collection last year, she simultaneously launched Rare Beauty’s Comfort Club, a collection of videos featuring guided meditations, self-massage tutorials, and yoga poses from mental health and wellness experts. Awaken Confidence will continue in that vein.
The very process of using the products is an act of self-care and confidence boosting, says Gomez. “The bouncy body cream is rich, almost like a pudding, so it’s great for when you really want deeper hydration,” she says. “The scent gives me a burst of energy. I love using it after my morning shower. I also love to carry the mist with me because it’s such a mood booster throughout the day.”
And, really, who doesn’t need those vibes right now? With 36% of adults between the ages of 18 to 25 reporting struggles with anxiety and depression, according to a survey from the Harvard Graduate School of Education, Gomez’s message of confidence and self-acceptance—and her actions toward making a difference for her community—can’t come soon enough.
Can a beauty product solve the problem? Of course not. But perhaps it’s a tiny step in the right direction.
“Awaken Confidence is about tapping into your inner strength and feeling good in your own skin,” Gomez says. “It’s about fully embracing who you are, flaws and all, so this scent is a reminder for me that confidence is within all of us.”
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Brian Underwood is the beauty director at Women’s Health. He is an award-winning journalist with more than 15 years of experience covering beauty and lifestyle for several national media outlets and previously served as beauty and wellness director at Oprah Daily. His work has appeared in Woman’s Day, Life & Style Weekly, Good Housekeeping, and many more. He also serves as a member of the Skin Cancer Foundation’s gala committee and lives in New York City with his daughter.