Selena Gomez’s Rare Beauty is doubling down on its core cheek category as it lays the foundation for a significant move in the future. As reported, the brand has hired investment banks Goldman Sachs and Raymond James to explore a possible sale or initial public offering. It’s unveiling an expansion of its blush collection with a powder blush: Soft Pinch Luminous Powder Blush.
Available in six shades for $26 each, the collection has a pearl-like finish with a water-resistant formula — positioned as a hybrid of the brand’s existing Soft Pinch Liquid Blush and Positive Light Silky Touch Highlighter. It launches exclusively on the Sephora app on Wednesday before it hits Sephora stores and online, Sephora at Kohl’s, as well as RareBeauty.com on Thursday.
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Here, in an email interview, Gomez shares more about the launch, her go-to beauty trick, the highlight of her year so far, what’s next for Rare Beauty, and more.
WWD: What’s your current go-to Rare Beauty blush hue?
Selena Gomez: I’m obsessed with our new Soft Pinch Luminous Powder Blush shades. It depends on what I’m wearing but Cheer is actually a custom shade that my team created for me and one of the shades that I wore during the campaign photoshoot.
WWD: What made you want to expand with powder blush?
S.G.: People have been asking for a Rare Beauty powder blush for years, so we thought it was the perfect time to give them what they want. It’s the perfect balance between vibrant color and radiant shine.
WWD: What can you share about the development process of making the new blush?
S.G.: The process was exciting. We really wanted the pigment you get from our liquid blush but the glassy sheen from the Silky Touch Highlighter so it took several rounds to make sure the finished formula hit both of those points.
WWD: What beauty products are always in your handbag?
S.G.: Find Comfort Hand Cream and Aromatherapy Pen, Soft Pinch Tinted Lip Oil, Perfect Strokes Universal Mascara, Positive Light Under Eye Brightener, Always An Optimist 4-in-1 Mist.
WWD: Favorite beauty trick or hack?
S.G.: My new favorite blush technique is tapping our Soft Pinch Powder Blush over our Soft Pinch Liquid Blush. One of my favorite combos is layering our powder blush in Cheer over Happy in our liquid blush for the perfect shimmery pink.
WWD: What makes you feel most beautiful?
S.G.: Honestly, it’s when I am surrounded by the people I love and when I’m taking care of myself. I’m a big advocate for self-comfort and believe beauty starts from the inside. It’s one reason my team and I were inspired to create the Find Comfort Body Collection and Comfort Club. We wanted to create a welcoming digital space where anyone can meditate, learn self-massage techniques and practice breath work for free.
WWD: What’s the biggest beauty lesson learned?
S.G.: It took a while to get there but truly embracing everything about yourself. That’s what makes you unique and it’s truly the reason I wanted to create Rare Beauty. I am so proud of our community, and they all show up for each other.
WWD: Highlight of your year so far?
S.G.: I am in such a happy place right now and it feels great to be able to say that. For the company, launching the Rare Beauty Made Accessible Initiative is something I am very proud of. Returning to the set of “Only Murders” for a new season is also a highlight.
WWD: What’s next for Rare Beauty?
S.G.: Our goal is to continue to advocate for self-acceptance and mental well-being while pushing positive conversations about what beauty truly means. That’s in addition to some exciting new products I can’t talk about yet and of course I’m always proud that we donate 1 percent of all Rare Beauty sales to the Rare Impact Fund, which improves young people’s access to mental health services.
