Despite the endless stream of celebrity beauty brands, Rare Beauty is one that stands apart.

Selena Gomez Short Hair
Image via @selenagomez

Founded by Selena Gomez (the most followed, and arguably one of the most famous women on Earth), Rare Beauty consists of colour cosmetics like blush, foundation, skin tints, highlighters and bronzers. There’s also a sub-section of the brand known as the Rare Impact Fund, which is dedicated to supporting and destigmatising mental health conditions (Gomez herself has shared her personal journey with Bipolar Disorder, depression, anxiety, panic attacks and Lupus).

The fact that the formulas are genuinely amazing has also helped the brand grow into the viral phenomenon it is right now. The Soft Pinch Liquid Blush is a prime example – with almost thousands of 5-star reviews and constantly sold out status, it’s a true cult product. So it comes as exciting news to both Selenators and makeup enthusiasts alike that the soft, pillowy, gently-pigmented fluid is being reimagined as a lip oil.



Really excited for you to try my new @RareBeauty Soft Pinch Tinted Lip Oil. It’s not your traditional lip oil – it’s an innovative lip jelly that transforms into a lightweight oil giving your lips the perfect pinch of color and shine.  Available 3/30 at 12AM PT or shop it early only on the @Sephora app on 3/29 at 12AM PT.

♬ Dance Again – Selena Gomez

Dubbed the Soft Pinch Tinted Lip Oil, the product has been described by Gomez as an “innovative lip jelly that transforms into a lightweight oil, giving your lips the perfect pinch of colour and shine”.

Packed with nourishing ingredients such as jojoba and sunflower oil, the light fluid consistency promises to nourish, hydrate and impart a subtle shine. It’s slated for launch on April 30 in the US, and based on the comments/saves/TikTok views, it will sell out fast.

No word yet on when it will launch in Australia, but in the interim you can shop some other Rare Beauty favourites below.

Rare beauty Always An Optimist Pore Diffusing Primer, $48. shop now Rare beauty soft pinch liquid blush, $39. SHOP NOW Rare beauty warm wishes effortless bronzer stick, $45. SHOP NOWRare beauty weightless touch liquid foundation, $52. SHOP NOW