Selena Gomez’s Rare Beauty 'Soft Pinch Liquid Blush' Has Become Sephora’s Top-Selling Blush Ever

Selena Gomez’s Rare Beauty continues to reign supreme in the blush category at Sephora. According to YipitData, the brand’s viral Soft Pinch Liquid Blush accounts for a staggering 26.16% of Sephora’s total blush sales, solidifying its status as the top blush brand at the prestige beauty retailer.

Rare Beauty is credited with sparking the blush craze in 2022 with the launch of its now-iconic liquid formula.

Rare Beauty

While Rare Beauty dominates the market, other brands are also gaining traction and contributing to Sephora’s 13% growth in blush sales in 2024.

Milk Makeup has climbed five spots in the rankings thanks to its Cooling Water Jelly Tints, and Lady Gaga’s Haus Labs entered Sephora’s top 10 blush brands for the first time, thanks to the popularity of its relaunched Color Fuse powder blushes.

Rare Beauty’s Soft Pinch franchise remains the brand’s most popular collection. The franchise gained recognition in July 2022 when Bloomberg reported $70 million in sales of the hero SKU.

Since then, Rare Beauty has expanded the franchise with exciting new products, including the Soft Pinch Luminous Powder Blush launched in March 2024 and the Soft Pinch Tinted Lip Oil Stain, introduced in March 2023. Both products feature the signature gold cap that has become a hallmark of the line.

Adding to the franchise’s success, Rare Beauty announced a significant new launch: the Soft Pinch Liquid Contour, priced at $28, available in seven shades.

This announcement comes as the brand continues to build momentum with its first creator campaign, cementing its position as a leader in the beauty industry.

When Rare Beauty launched the Soft Pinch Liquid Blush, the internet couldn’t stop talking about its unprecedented pigmentation. The product quickly became a viral sensation, with beauty enthusiasts recording their reactions to applying just one dot of the product—only to discover how potent it was.

The highly pigmented formula became a must-have and solidified Rare Beauty’s place in the makeup world.

Rare Beauty’s Soft Pinch franchise has not only reshaped the blush market but also created a cultural phenomenon. With its latest launch, the Soft Pinch Liquid Contour, the brand continues to innovate and captivate its audience. As Selena Gomez’s brainchild expands its offerings, it’s clear that Rare Beauty is here to stay, keeping its hold as a market leader.