Rare Beauty is having a moment—and honestly, I’m here for it
It feels like every time I turn around, Rare Beauty is dropping another product—and each one somehow manages to be even better than the last. What started as a celebrity beauty brand with a purpose has fully blossomed into one of the most consistent, feel-good players in the beauty space. And at the center of it all? Selena Gomez, the rare kind of founder who isn’t just a face on a campaign poster—she’s involved, she’s authentic, and she’s seriously onto something.
Let’s rewind for a second.
When Rare Beauty launched in 2020, I’ll admit I raised an eyebrow. We were deep in the era of celeb brands, and let’s just say… not all of them were created equal. But Rare quickly stood out. The packaging was elegant but accessible (who doesn’t love that soft-touch matte finish?), the formulas were lightweight and easy to use, and the message was clear: beauty shouldn’t be about perfection—it should be about feeling like yourself.
Four years later, Rare isn’t just surviving—it’s thriving. And now, with the arrival of their new Soft Pinch Liquid Contour, Soft Pinch Matte Bouncy Blush, and new scent to their body care range—Awaken Confidence—Rare Beauty is proving they know exactly what its community wants—even before we do.
Soft Pinch Liquid Contour is basically sculpting for people who hate contouring
I have to start with this because I genuinely didn’t think I’d like it. I’ve never been a big “contour girl”—too many muddy, hard-to-blend, overly warm disasters in my past. But this? This is like the Soft Pinch Blush’s cooler older sibling.
The liquid formula melts into the skin like a dream, and it’s so lightweight it feels like nothing. There are seven shades (thank you for the inclusivity, Selena) and the finish is soft and believable—no sharp lines, just a natural shadow that somehow makes me look like I drink water and get enough sleep.
It also has that classic Rare Beauty applicator—big, fluffy, and kind of foolproof. I dot it on, tap with a sponge or my fingers, and somehow come out the other side with cheekbones I didn’t know I had.
Soft Pinch Matte Bouncy Blush is the newest covetable addition
Now this one had me sprinting to Sephora. If you love the OG liquid blush (and let’s be real, who doesn’t?), this new matte bouncy blush is your next obsession. The texture is unreal—it’s this cream-to-powder hybrid that feels squishy in the pan and velvety on the skin. It’s matte but never flat, and it doesn’t cling to dry patches or disappear halfway through the day.
I swatched the shade Courage (a warm berry) in Sephora and instantly loved the flushed-from-a-hike vibe—without the actual hike. I haven’t given it a proper test yet, but I’m seriously flirting with adding it to cart for an extensive road test. I’ve heard it’s super buildable and I’m curious to see if it lives up to the hype.
Body products that turn routine into ritual
I didn’t expect a body care line from Rare, but once I got my hands on the initial Find Comfort collection, it all clicked. It’s a natural extension of what Rare already does so well: making products that turn your daily routine into a mindful ritual. Now, with the addition of the Awaken Confidence range, the vision feels even more complete.
Even though I haven’t tried Awaken Confidence yet, I’ve had a sniff in Sephora and I am into it. A full-body lineup that’s thoughtfully formulated and beautifully scented? It’s smart. Body care can so easily feel like an afterthought, but Rare has made it part of the emotional, intentional experience of using their products.
So, what’s Rare Beauty’s secret sauce?
Honestly, it’s a mix of things. The products are thoughtfully made, the quality is consistently excellent, and the brand doesn’t try to be everything to everyone—it knows its lane and stays in it beautifully. Plus, the fact that Selena has been so open about her own mental health journey and built Rare’s mission around kindness and authenticity? That matters.
Rare Beauty is more than a brand—it’s a community. And right now, with these latest launches, it’s clear that community is only growing. If you haven’t tried something from the line yet, consider this your sign. If you’re already a fan—welcome back. You’re in good company.
In her spare time, she likes long walks down the makeup aisle and performing in Brisbane theatre. You can follow her adventures on Instagram and TikTok @thebeautypalate.
