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Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Selena Gomez’s beauty brand is Rare Beauty, a cosmetics company launched in 2020 with products sold initially through Sephora in the United States, Canada, and Mexico. Its commercial success is supported by a notable but dated report: TIME said the company had $400 million in sales for the 12 months ending in May 2024. That figure is not an audited account or a measure of current 2026 revenue or profit.
What is Selena Gomez’s beauty brand called?
It is Rare Beauty, founded by Selena Gomez. The brand’s official positioning connects makeup with individuality, self-acceptance, and mental well-being. On its About page, Rare Beauty says it wants to challenge unrealistic standards of perfection and make products that let people feel good without hiding what makes them unique. Those are the company’s stated values, not independent evidence of mental-health outcomes.
Gomez’s founder statement on the page captures that approach: “Being rare is about being comfortable with yourself. I’ve stopped trying to be perfect. I just want to be me.” Rare Beauty’s About page
When did Rare Beauty launch?
Rare Beauty announced that its first product line would launch on September 3, 2020, exclusively at Sephora in the United States, Canada, and Mexico. The initial assortment included foundation and concealer in 48 shades each, as well as lip, cheek, and eye products and tools. The launch announcement also said that one percent of sales, along with funds raised from partners, would support the Rare Impact Fund. Rare Beauty’s August 31, 2020 launch announcement
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#1 Best Overall
- Rare Beauty Soft Pinch Cheek & Lip Trio
- This Set Contains: - 0.11 oz/ 3.2 mL Soft Pinch Liquid Blush in Worth (mini) - 0.22 oz/ 6.4 mL Soft Pinch Matte Bouncy Blush in Worth (mini) - 0.067 oz/ 2 mL Soft Pinch Tinted Lip Oil in Worth (mini)
- A set of bestselling Soft Pinch essentials featuring a full-size matte blush, a mini liquid blush, and a mini tinted lip oil—all in a fan-fave shade.
What is Rare Beauty known for?
Soft Pinch Liquid Blush
Soft Pinch Liquid Blush is one of the brand’s signature products. Rare Beauty currently describes it on its homepage as a bestseller that sells every four seconds; that sales pace is a company claim, not an independently verified figure. Rare Beauty homepage
At the time its product page was accessed, the blush was listed at $25 in 16 shades, with matte and dewy finishes. Rare Beauty describes the formula as lightweight and buildable, says one dot provides strong color, and claims up to 12 hours of wear. These are brand product claims, not results from independent testing for this article. Soft Pinch Liquid Blush product page
Rank #2
- HIGH-PIGMENT LIQUID BLUSH: Build and blend a dewy pop of color with e.l.f. Cosmetics Camo Liquid Blush. The pigment-packed formula gives cheeks a long-lasting flush that’s flattering as e.l.f.
- CREATES A SOFT FINISH: The lightweight liquid blush formula effortlessly blends out to a soft finish on your face.
- BLENDABLE & BUILDABLE FORMULA: Camo Liquid Blush is blendable and buildable to create the look you want.
- EFFORTLESS APPLICATION: The rounded, grooved applicator applies the perfect amount of blush every time. Apply with e.l.f.’s Liquid Blush Brush to help you blend like a pro. Pair with highlighter for glow.
- VEGAN & CRUELTY-FREE: 100% vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.
TIME reported that Soft Pinch Liquid Blush generated $70 million in sales in 2023. That figure is attributed to the publication’s May 2024 profile; it should not be treated as a current sales total. TIME’s May 29, 2024 profile
A broader beauty assortment
Rare Beauty’s official catalog extends beyond makeup to fragrance, face, lip, eye, body, and tools. One fragrance example is Rare Eau de Parfum. At the time the official page was accessed, it listed a 50 mL size for $78 and described notes including caramel, pistachio, vanilla, ginger, and sandalwood. Product range and listed prices can change. Rare Eau de Parfum product page
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- LIQUID BLUSH FORMULA: This soft and pinch liquid blush delivers a smooth, blendable application for a natural-looking flush of color.
- BUILDABLE COVERAGE: Layer the formula to achieve your desired intensity, from a subtle hint of color to a bold, vibrant cheek look.
- VERSATILE USE: Designed for cheek application, this blush can also be used on other areas of the face for a cohesive, radiant finish.
- HAPPY FACE DESIGN: The fun and unique Happy Face packaging makes this blush a standout addition to any makeup collection.
- SOFT TEXTURE: The lightweight, skin-friendly formula blends effortlessly into the skin, leaving a seamless and comfortable finish.
Is Rare Beauty successful?
The clearest available commercial evidence is a dated press report, rather than a public audited financial statement. In its May 2024 profile, TIME reported that Rare Beauty’s sales grew 100% from 2021 to 2022 and 200% the following year, and put sales at $400 million for the 12 months ending in May 2024. The profile also described Rare Beauty as a top seller at Sephora and said the company reported availability in 36 countries.
These figures indicate substantial reported sales and retail reach, but they do not establish the brand’s profit, valuation, audited financial position, or sales in 2026. The $400 million figure refers to the 12-month period ending in May 2024; it should not be presented as current annual revenue. TIME, May 29, 2024
Rank #4
- Mini Dew Blush is a vegan, liquid blush for cheeks that gives a natural flush of just-pinched color with a creamy, radiant finish. It comes with a chubby doe-foot applicator and lightweight formula that lets you create a natural cheek tint (or build up this glow blush for a deeper wash of color).
- Blush, but better. Never streaky or patchy, this hydrating blush melts right into skin for a seamless, lit-from-within glowy flush, and comes in nine beautiful shades.
- Licorice root extract is known to naturally brighten the skin, giving you a youthful and more radiant complexion while Elderberry extract fights free-radical and environmental damage. Evening Primrose extract helps moisturize and soothe dry and irritated skin.
- Use the chubby doe foot wand to dab one to two dots of the glowy blush onto desired areas as a blush tint or stain. For deeper color add more as desired. Blend liquid blush out with fingertips (or The Big Brush) onto apples of cheeks, cheekbones, or anywhere else you want a flush of color.
- No parabens, phthalates, sulfates, talc, mineral oil, GMOs, synthetic fragrance, or BHA. Cruelty-free, vegan blush makeup.
Does Rare Beauty donate to mental health?
Rare Beauty says one percent of annual sales supports the Rare Impact Fund, which it describes as working to expand mental-health services in underserved communities. The company’s Rare Impact page describes a focus on mental health and self-acceptance and lists impact reports through 2025. Rare Impact
In its 2023 Social Impact Report page, Rare Beauty reported that the fund had raised $7 million and reached one million young people. The same page reported activity across five continents, 1,300 schools or school districts, more than 224,000 educators, 560,000 stakeholders, and 3,000 mental-health resources. These are Rare Beauty’s reported figures for 2023, not independently audited impact findings. Rare Beauty’s 2023 Social Impact Report
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- HIGH-PIGMENT LIQUID BLUSH: Build and blend a dewy pop of color with e.l.f. Cosmetics Camo Liquid Blush. The pigment-packed formula gives cheeks a long-lasting flush that’s flattering as e.l.f.
- CREATES A SOFT FINISH: The lightweight liquid blush formula effortlessly blends out to a soft finish on your face.
- BLENDABLE & BUILDABLE FORMULA: Camo Liquid Blush is blendable and buildable to create the look you want.
- EFFORTLESS APPLICATION: The rounded, grooved applicator applies the perfect amount of blush every time. Apply with e.l.f.’s Liquid Blush Brush to help you blend like a pro. Pair with highlighter for glow.
- VEGAN & CRUELTY-FREE: 100% vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.
Where can shoppers find Rare Beauty?
Sephora was the exclusive retailer for Rare Beauty’s initial 2020 launch in the United States, Canada, and Mexico. The brand’s own website currently presents its products and assortment. Retail availability can vary by product and location, so check the retailer or official product page for current stock and pricing.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
