How well-known is Rare Beauty’s renowned blush? If eight-figure transactions are any indication, the cosmetics item is in high demand.
Bloomberg reported on Thursday that Selena Gomez’s makeup brand “moved 3.1 million units” of its Soft Pinch Liquid Blush in 2022, garnering the company around $70 million in revenue. According to the publication, this year Rare Beauty is on track to quadruple its total sales of blush and other products.
I tested Rare Beauty for the first time, including its beloved cheek product, just prior to the brand’s launch in 2020. I became an instant fan and haven’t wavered since.
In fact, I’ve tried nearly all of the brand’s beauty products, and I can confidently state that Gomez’s makeup is excellent.
A modest portion of my collection of Rare Beauty. Amanda Krause/Reporter
As a beauty journalist, I am not particularly brand loyal. I test out new cosmetics more frequently than I test out new establishments, and my vanity is brimming with products to be evaluated.
But before I realized it, I had accumulated a stockpile of Rare Beauty.
Best Greetings Stay for Effortless Bronzer? Check. Positive Light Silky Contact Accentuator? All right. Excellent Strokes Universal Mascara Volumizing? Yes, I bought that as well.
On the one hand, I sought out these products and others out of curiosity. I wanted to comprehend the TikTok craze and determine whether a celebrity could create makeup that stands on its own, even if the brand’s progenitor was not involved.
But mostly, I keep returning to Rare Beauty because the makeup is just plain excellent.
The majority of products are sold in neutral tones that are ideal for everyday appearances, but there are colorful accents throughout the line that allow you to have fun with your makeup. And the mid-range price point, with items priced between $5 and $30, is also appealing.
In particular, I frequently use the brand’s tinted moisturizer, loose powder, and gel eyeliner, which has become a new favorite.
Selena Gomez will attend an event for Rare Beauty on June 29, 2022. Photograph by Stringer/Getty Images
Oh, and concerning that blush. The liquid cheek color, packaged in tiny, clear tubes with metallic, screw-top applicators, is one of Rare Beauty’s finest products.
I own multiple shades and am perpetually raving about them. The $23 blushes are highly pigmented, long-lasting, and enjoyable to apply, and their packaging is genuinely unique.
There weren’t any similar liquid blushes on the market when Rare Beauty launched, and though competitors have attempted, copycat products haven’t been able to compete, in my opinion.
A Rare Beauty of mine flushes. Alex Calbi, Briana Cuttino, and Inside Media Studios
About $70 million in sales of blush is a number that defies comprehension. However, I am not at all astonished.
While creating its famous blush, Rare Beauty seemingly also discovered the formula to winning the loyalty of beauty fans around the world — myself included. This is almost more outstanding than the company’s earnings.