Rare Beauty, the cosmetics brand founded by Selena Gomez, continues to redefine the blush category as it unveils its fourth blush product, the $27 Soft Pinch Matte Bouncy Blush, today. The new addition follows the unprecedented success of the brand’s original Soft Pinch Liquid Blush, which became a viral sensation on TikTok shortly after its launch in 2020.
The Soft Pinch Liquid Blush, priced at $25, has long been one of TikTok’s most viral beauty products, and in 2024, Rare Beauty sold one Soft Pinch Liquid Blush every three seconds across all its sales channels, including TikTok Shop. According to Yipit Data, it remains Sephora’s top-selling blush.
While the blush market has evolved over the years, with iconic entries like Nars Cosmetics’ Orgasm blush in 1999 and Glossier’s Cloud Paint in 2017, Rare Beauty’s rise has been propelled by its savvy use of social media, particularly TikTok. Katie Welch, Rare Beauty’s Chief Marketing Officer, credits TikTok for helping propel the brand to stardom. “TikTok is a fascinating storytelling vehicle, and this product lends itself to a dramatic story arc,” Welch explained. “The high pigmentation and versatility of our first blush made it ideal for the platform, where people could demonstrate its transformative effects.”
In 2022, Rare Beauty’s Soft Pinch Liquid Blush earned an impressive $70 million in sales. With the latest launch of the Soft Pinch Matte Bouncy Blush, the brand aims to continue its dominance in the blush category while ensuring its existing product lines, such as the $24 Stay Vulnerable Melting Cream Blush and the $27 Soft Pinch Luminous Powder Blush, maintain their appeal.
Joyce Kim, Rare Beauty’s Chief Product Officer, revealed that customer data informed the development of the new blush. Despite the success of the liquid blush, Kim noted that some new customers were hesitant to purchase it due to its high pigmentation. As a solution, the brand introduced a new formula with a unique texture, created through an extrusion manufacturing process. The result is a “bouncy” texture that offers a lighter, more approachable option for customers.
Rare Beauty is also tapping into the emerging trend of “blush wardrobes,” encouraging consumers to layer different blush finishes. “The different textures and finishes of our blushes are meant to complement each other,” Welch said. “The new formula is perfect for those who may feel intimidated by liquid blush, offering an easy-to-use alternative.”
To drive awareness and trial of the new blush, Rare Beauty is hosting a series of pop-up events in cities including Miami, Mexico City, Milan, Paris, and London. These events will offer a chance for customers to test the new blush in person, along with exclusive media and influencer previews. Additionally, the brand has partnered with Glamsquad for a limited-time “Rare Beauty Soft Pinch Cheek + Lip Service,” featuring the new blush and the Soft Pinch Tinted Lip Oil Stain.
Rare Beauty’s latest launch has been met with significant anticipation. In a rare move, Selena Gomez teased the new product at a Galentine’s Day event in February, where she and Jennifer Aniston co-hosted a celebration alongside Aniston’s haircare brand, Lolavie. Following the event, the new blush was briefly available on Sephora’s website, leading to a surge in user-generated content ahead of the official release.
With the success of its previous blush products and the growing trend of blush wardrobes, Rare Beauty’s latest launch positions the brand as a leader in the blush category. “With this new product, it truly feels like we’re ‘the’ blush brand,” said Lauren Peterson, Rare Beauty’s North America PR and influencer director.
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