Selena Gomez's Rare Beauty to enter 'Israeli' retail market
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- Selena Gomez's Rare Beauty products will be available at select Be Pharm stores in 'Israel' and on the retailer's app starting in August.
- The cosmetics will be sold through parallel imports, marking the brand's first availability through a major retail chain in 'Israel'.
Selena Gomez's cosmetics brand, Rare Beauty, will be available at select Be Pharm stores in 'Israel' and through the chain's mobile app beginning in August, expanding the brand's presence in the market through parallel imports.
According to Be Pharm, the retailer has purchased millions of shekels' worth of inventory to help meet anticipated demand and avoid early stock shortages. Until now, Rare Beauty products have been available in 'Israel' primarily through independent retailers and websites, often at higher prices.
The launch was announced during Be Pharm's Iconic Summer event in Eilat, where the chain showcased more than 15 brands across beauty, skincare, fragrance, hair care, health, and wellness categories.
Although Rare Beauty has not officially launched in 'Israel', its arrival at Be Pharm marks the first time the brand will be sold through a major nationwide retail chain.
The retailer said it will offer a selection of Rare Beauty's best-selling products, including Soft Pinch blushes, lip oils, matte lipsticks, liquid luminizers, primers, finishing powders, eyeshadow sticks, and products from the Find Comfort body care line.
Prices have not yet been announced. In the US, Rare Beauty products typically retail for between $15 and $34, while items sold through independent parallel importers in 'Israel' have often carried significantly higher prices.
Rare Beauty was founded by singer and actress Selena Gomez in 2020 and is sold through Sephora in the US, Canada, the UK, and Europe, as well as other international beauty retailers.
The brand promotes self-acceptance and mental health awareness, with 1% of all sales supporting the Rare Impact Fund, which works to expand access to mental health services in underserved communities.
