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While Selena Gomez’s Rare Beauty line had been in the works for years, it didn’t officially launch until September 2020 — right in the middle of COVID.
It was because of this that the world got to see Gomez applying the products on her face from her home bathroom, and it ended up making the entire line and Gomez herself much more approachable. It was pretty clear that Gomez wasn’t a makeup artist, but it also made it abundantly clear that the products were easy to apply no matter your skill level.
Over the years of performing live and releasing music, Gomez has faced her share of body shaming. She responded in 2024, letting people know that she had been dealing with health issues, but it also left her emboldened to encourage people to focus on their mental health and positive self-image. This is exactly why all her products have names like the “Kind Words” lip liner, or the colorways of her Soft Pinch Luminous Powder Blush being words like “Hope” and “Love.”
The line is sold at Sephora, and it’s received rave reviews from makeup artists and customers alike. It seems like there’s always a new product that’s really popping off at any given time on social media – which has shown special fondness for the blushes. To help you navigate all of the products, we’ve rounded up our favorites with a little background on what makes them great and how to use them.
RARE BEAUTY
Soft Pinch Liquid Blush
This is one of the first Rare Beauty products that really took off, and that’s largely because of its pigment and color range. Available in matte and radiant finishes, the blush is now available in 16 different colors, ranging from mauve to deep plum. The formula for both finishes is incredibly long-wearing and blends super easily — especially when applied with the soft doe foot applicator. A little goes an incredibly long way, so make sure you’re using the tiniest dot and build from there as you start out with this product.
RARE BEAUTY
Soft Pinch Liquid Contour
To continue the success of the liquid blush, Rare Beauty launched their Soft Pinch Liquid Contour in January 2025. Available in seven shades that are suitable for a huge range of skin tones, the contour formula is as thin, spreadable and as long-lasting as its blush predecessor.
RARE BEAUTY
Perfect Strokes Universal Volumizing Mascara
This is honestly one of my favorite mascaras, and I can confidently say — as a writer who’s covered beauty extensively for years — it’s one of the best beauty launches of the past five years. It’s definitely long-wearing, so much so that I actually wore this during Coachella 2024 during which it made it through hours in the hot sun without running or smudging. It also managed to help my lashes maintain a voluminous-but-lengthened look throughout the super long days. It’s very lightweight, but I’ve found that it can be layered easily if you’re going for a more glam vibe. It’s really my current gold standard in mascaras.
RARE BEAUTY
Stay Vulnerable Melting Cream Blush
Rare Beauty is a brand that really knows its blush. In fact, one of the biggest challenges you’ll face when choosing between products to invest in is between the melting cream and the liquid blush lines. I can help make it a little easier for you, but know this: I love both. That said, I would recommend the liquid blush if you need something that will stick on your face for hours and hours, and if you have oily skin. This cream blush definitely has staying power while offering a major pigment payoff, but it works a little better for those hoping to apply to bare skin or for those who have predominantly dry skin.
RARE BEAUTY
Soft Pinch Luminous Powder Blush
Again, Rare Beauty knows its blushes. This one in particular has been having a real moment on TikTok. It’s available in six shades and has a radiant finish that somehow avoids emphasizing pores, which is something I didn’t previously believe to be possible. It’s also incredibly pigmented, so make sure you start with a little and work your way up.
RARE BEAUTY
Warm Wishes Effortless Cream Bronzer Stick
This cream bronzer stick is super creamy and very blendable. Available in seven shades, it has staying-power and a good pigment payoff. There’s also a good amount of product in the tube and — as is true for all of the products in the line — a little goes a long way.
RARE BEAUTY
Soft Pinch Tinted Lip Oil Stain
Lip oils and lip stains are two vastly different products, but somehow Rare Beauty pulled them together in this formula. Think of it as a glossy lip stain that still gives you major color payoff that’s long-lasting. It comes in eight shades and has jojoba and sunflower seed oils to nourish your lips.
RARE BEAUTY
Liquid Touch Weightless Foundation
It comes in 32 shades and it has a serum-like consistency that’s very spreadable. Even with this thin consistency, it still manages to offer a medium-buildable coverage that will allow you to go for a fully-glam look. The brand also makes a foundation brush, which is how they recommend applying the foundation.
