Rare Beauty

Rare Beauty is the makeup brand founded by Selena Gomez, built around lightweight, buildable products and a message about self-acceptance and mental health. Its Soft Pinch Liquid Blush became its best-known product, and the range also includes foundations, concealers, bronzers, highlighters, lip products and brow items. The brand runs the Rare Impact Fund, which directs money to mental-health services, and that mission is part of its positioning. Rare Beauty is sold through its own website and selected beauty retailers in many markets, at prestige-adjacent prices. Shoppers new to the liquid blushes should note that they are highly pigmented, so a small amount goes a long way. As with any complexion product bought online, checking shade descriptions and undertone guidance before ordering foundation or concealer reduces the chance of a mismatch.