The flagship makeup company of Selena Gomez hasn’t even launched yet, and is already carrying out massive philanthropy schemes. Rare Beauty launched the Rare Effect Campaign on Wednesday, a charitable initiative that seeks to raise $100 million for mental health programs over the next 10 years, with the support of its sponsors.

The star announced her depressive disorder on Miley Cyrus’ Bright Minded Instagram Live series in April after thinking candidly about her experience of anxiety and depression for years. Gomez has been known to take timeouts from the public eye throughout her career, and has repeatedly opened up to viewers about her treatment and recovery experiences.

Mental wellbeing was a consistent focus of the singer ‘s new Rare album released in January, which is not shockingly the impetus behind her widely awaited brand, Rare Beauty. News emerged that the 28-year-old had been cooking up a franchise since July Moon Productions, her production firm, filed a trademark with the U.S. Patent and Trademark Office last July.

Gomez waited until February to publicly reveal the range she later reported to feature lipstick, eyeshadow, concealer, and 48 shades of foundation, and mentioned a wider reason in the promotional video she revealed it via Instagram.

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Our goal with the Rare Impact Fund is to raise an ambitious $100 million over the next 10 years to help increase access to mental health resources. How? Starting with our very first sale, 1% of annual Rare Beauty sales will go directly to the Rare Impact Fund. But that's not all. We're committed to raising funds with numerous philanthropic partners to reach our goal. The Rare Impact Fund will help support the local, national, and global organizations that have a direct impact on the well-being of this amazing community. Together, we are better, and because we know we can’t do this alone, we’ve established the Rare Beauty Mental Health Council comprised of leading mental health experts and professionals with lived experience to help steer our impact efforts. To learn more about our resources and support, and to meet the members of our Mental Health Council, head to our IG stories! #RareImpact

A post shared by Rare Beauty by Selena Gomez (@rarebeauty) on Jul 22, 2020 at 11:12am PDT

“I think Rare Beauty can be more than a beauty brand. I want us all to stop comparing ourselves to each other and start embracing our uniqueness,” she said in the original teaser. “You’re not defined by a photo, a like, or a comment. Rare Beauty isn’t about how other people see you, it’s about how you see yourself.”

According to a July 22 press release, the brand’s Rare Impact Fund is “one of the largest known funds in support of mental health from a corporate entity.” The $100 million 10-year target will “help address the gaps in mental health services for underserved communities,” the release states. “From the first Rare Beauty product sold onward, one percent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources.”