Beauty comes from within, but Rare Beauty comes from Fitzrovia. At least for the next couple of weeks, as Rare Beauty – the makeup brand from international songstress and former Disney icon Selena Gomez – has opened a pop-up café and shop just off of Oxford Street. The Rare Beauty Café has launched to celebrate the brand’s arrival at Space NK, and if you head down before it closes on March 6, you’ll find a world of Gomez-approved beauty products… and cake!
Rare Beauty have built their makeup lineup on the ideals of community and inclusivity, with vegan and cruelty-free products across the range. 1% of their profits go directly to supporting mental health charities and initiatives too, which is jolly lovely. So, the Rare Beauty Café is a welcome addition to the capital, having taken up residence on Great Castle Street, just a stone’s throw from Oxford Circus. That’s going to prove dangerously handy if you’re hitting up the shops on Oxford Street…
Guests are invited to treat themselves to a lush new lippy or a bold new foundation, and the café will host evening makeup masterclasses throughout the two week stay so you can perfect that smoky eye look. Meanwhile, you can grab a coffee to fuel your browsing – featuring some very on-brand latte art, I’ve got to admit – and nibble on artfully decorated cakes (the souffle cakes in particular look rather delectable).
There’s no guarantee you’ll bump into Selena herself on a visit here, but I can guarantee you’ll be leaving with a head full of cheery affirmations – the words “Don’t be perfect, be Rare” are splashed all over the place – and a bagful of new makeup to enjoy. What more could you need?
Find the Rare Beauty Café at 40-41 Great Castle Street, W1W 8LU until March 6. Nearest station is Oxford Circus.
Also published on Medium.