As if we needed another reason to love Selena Gomez, she made sure we had one.
Of course, we’re talking about Rare Beauty by Selena Gomez, the iconic makeup line that launched in September 2020.
The brand focuses on breaking down unrealistic standards of perfection while providing shoppers with makeup they can feel good in.
RELATED: Our full Drunk Elephant review
“Rare Beauty is a purpose-driven beauty brand founded by Selena Gomez that’s on a mission to break down unrealistic standards of perfection and help people celebrate their individuality by redefining what beautiful means,” Cynthia Di Meo, global makeup stylist at Rare Beauty with 20 years of experience in the industry, exclusively told the New York Post. “Rare Beauty is committed to addressing mental health and self-acceptance, so one percent of annual Rare Beauty sales go directly to the Rare Impact Fund to expand access to mental health services for young people around the world.”
With the brand’s ethos in mind, we decided to get together and put some fan-favorites to the test in a get-ready-with-me format.
Here, we discover if Rare Beauty is worth the hype, and if popular products such as the Soft Pinch Liquid Blush and Perfect Strokes Matte Liquid Liner are all that they are made out to be.
RELATED: Our full e.l.f. Cosmetics review
After you browse through our in-depth reviews of each product, be sure to check out our FAQ section, featuring a conversation with the Rare Beauty team.
Our review
Rare Beauty by Selena Gomez Soft Pinch Liquid Blush
Pros:
- Beautiful, natural-looking shade range
- Adds a barely there flush to the cheeks
- One of the best cream blushes we’ve tried
Cons:
- Some users may find it too pigmented, so use with caution
Perhaps what put Rare Beauty on the map was the brand’s Soft Pinch Liquid Blush. We put a variety of its shades to the test.
A little goes a long way, as we only needed to apply one to two small dots onto each cheek. Though, you can apply further product as desired. Once applied, simply blend upwards using your fingers or favorite compact makeup brush.
Sooner than later, you’ll be enjoying a weightless, long-lasting liquid blush that leaves a healthy flush. The liquid blush is available in both matte and dewy finishes.
Rare Beauty by Selena Gomez Soft Pinch Tinted Lip Oil
Pros:
Cons:
- Some users may find it too pigmented, so use with caution
The Rare Beauty by Selena Gomez Soft Pinch Tinted Lip Oil is an ace-in-the-hole product if you’re looking for a mix of your favorite lip formulas. It’s lightweight like a lip oil but long-wearing like a lipstick, making it the ideal product to take with you, day or night.
Its soft applicator makes the color glide right onto our lips. Though it’s wildly pigmented, the control we have when applying it makes it easy to press more tautly for more coverage, or lightly for more of a sheen.
It’s not quite as shiny as the brand’s Stay Glossy Lip Balm, but we love it all the same. Pro tip: we like to dab some to the apples of our cheeks to double as a cream blush if ours isn’t on hand!
Rare Beauty by Selena Gomez Positive Light Silky Touch Highlighter
Pros:
- Doesn’t leave a sparkly finish; instead, it’s natural
- Wealth of shades to choose from to accommodate a variety of skin tones
- Doesn’t budge, especially with humidity or sweat
Cons:
- Not as large as some other highlighter compacts we’ve tested, though not a dealbreaker
The Rare Beauty by Selena Gomez Positive Light Silky Touch Highlighter is one of the brand’s newer items it has in its catalog, and one we can’t stop using. With one of the most natural finishes, it complements any liquid, cream or powder blush beautifully.
Like most of the brand’s products, a little goes a long way. It stays on the face pretty much all day and is one of the best to pack with you on a tropical vacation as it holds up well in the humidity or sweat-ridden weather conditions. With its beautiful shimmer, it’s a product worth adding to your makeup collection, for sure.
Rare Beauty by Selena Gomez Perfect Strokes Universal Volumizing Mascara
Pros:
- Extends your natural lashes without clumping
- Excellent on sensitive eyes
- Adds a suitable amount of volume while extending the lashes
Cons:
- Doesn’t last as long as some other mascaras we tested, though not a dealbreaker
We can’t talk about Rare Beauty without discussing the iconic Perfect Strokes Universal Volumizing Mascara.
Created for all lash types — yes, that includes fine, straight, thick and curly lashes — this mascara does it all. We also couldn’t get over how good our lashes looked. They were long, full and didn’t flake all day.
The brush features a curvy body and long bristles to create length and volume. Together, your lash will be anything but average.
Rare Beauty by Selena Gomez Positive Light Tinted Moisturizer SPF 20
Pros:
- Lightweight yet buildable if medium coverage is what you’re after
- Unbeatable, impressive shade range to accommodate a variety of skin tones
- Hydrating on the skin without creasing throughout the day
Cons:
- Doesn’t contain the dermatologist-recommended SPF 30 count, so you’ll want to use a facial sunscreen or moisturizer with SPF beforehand
Stop what you’re doing and run to the Rare Beauty by Selena Gomez Positive Light Tinted Moisturizer SPF 20. It’s one of the easiest products we love to apply, blend and wear all day. What’s great about its formula is that it’s not as lightweight as say, a skin tint, but it feels like second skin.
In essence, you’re getting the best of both worlds: weightless coverage with a well-balanced texture. Better yet, it includes SPF for additional sun protection, though you’ll still want to apply either a facial sunscreen or moisturizer with SPF beforehand as it doesn’t boast the dermatologist-recommended SPF 30 count for prime protection.
For the cherry on top, this product comes in a generous shade range to accommodate a variety of skin tones and is hydrating on the skin. It offers a natural radiance without being too shiny, too.
Rare Beauty by Selena Gomez Positive Light Under-Eye Brightener
Pros:
- Feels like an eye cream in texture and naturally corrects dark circles
- Hydrating coverage
- Lightweight when applied
Cons:
- Shade range isn’t as generous as some other brand products
Oh. My. Goodness. The Rare Beauty by Selena Gomez Positive Light Under-Eye Brightener is everything you could ever want and more. Finally, an under-eye option that feels just like an eye cream, doesn’t crease, brightens and lightly conceals.
While not a true under-eye concealer like the brand’s Liquid Touch Brightening Concealer (more on that below), it’s truly unique in the space. It’s ideal for a five-minute makeup look before heading to the office and equally as great for a lightweight makeup routine to achieve a refreshed finish.
Additionally, it’s lightweight and is one of those products where we notice a tangible difference afterward. Oh yes.
Rare Beauty by Selena Gomez Liquid Touch Brightening Concealer
Pros:
- Wonderful, buildable formulation
- Unbeatable, impressive shade range to accommodate a variety of skin tones
- Excellent for spot-concealing
Cons:
- Brush is larger than typical which some users may not prefer for targeting the inner corners of the eyes
Made to match your Liquid Touch Weightless Foundation shade like a dream, the Liquid Touch Brightening Concealer is lightweight, hydrating and easily buildable. If you detest your typical concealer creasing all the time, this is the next best thing. It feels like second-skin, though isn’t as buildable as its signature concealer.
We simply dot concealed anywhere we wanted and blended using our fingers and a small makeup brush. In no time, our dark spots and redness were gone. It’s really that easy, and we are obsessed.
Rare Beauty by Selena Gomez Liquid Touch Weightless Foundation
Pros:
- One of the easiest foundations to apply in a jiffy
- Unbeatable, impressive shade range to accommodate a variety of skin tones
- Doesn’t budge throughout the day
Cons:
- Not entirely matte, which some users may not prefer
The Rare Beauty Liquid Touch Weightless Foundation is quite possibly our favorite find yet.
Made with lotus, gardenia and white water lily, this formula helps soothe, calm and nourish the skin while evening out your skin’s tone and smoothing the look of pores. This makes it feel and act like a serum while offering medium coverage for a your-skin-but-better wear.
To use, we began with a single dot of foundation for the entire face. We blended using our Rare Beauty brush, though you can use a damp sponge or your fingers. A little truly goes a long way, as this foundation features concentrated pigments, but feel free to build as desired.
A little truly goes a long way, as this foundation features concentrated pigments, but feel free to build as desired.
Rare Beauty by Selena Gomez Warm Wishes Effortless Bronzer Stick
Pros:
- Creamy yet blendable
- The perfect pigmentation, making it a standout cream bronzer
- Ergonomic stick applicator
Cons:
- Doesn’t last all day like some other brand products, though this can be remedied with a quality setting spray
The Warm Wishes Effortless Bronzer Stick is unlike any bronzer we’ve ever tried before. Creating an instant sun-kissed look, it’s as simple as swiping and blending.
Simply choose your favorite color from the lineup — we went with “Full Of Life” — and apply the cream bronzer to your cheeks, forehead, nose and neck.
The bronzer effortlessly melts into the skin while sculpting all of the right places. And did we mention it’s not greasy or cake-y but rather water-resistant and noncomedogenic? Because it is.
Rare Beauty by Selena Gomez Positive Light Liquid Luminizer Highlight
Pros:
- Offers a noticeable radiance that complements any foundation nicely
- Easy-to-use applicator and packaging
- Helps achieve a youthful glow
Cons:
- Some users may find it too shiny, though this can be remedied by blending it out well with a sponge
Ready to get your glow on? If so, the Rare Beauty Positive Light Liquid Luminizer is for you. Made to feel like a second skin, this makeup find is dewy, buildable and oh-so glowy.
Featuring superfine pearls, the Positive Light Liquid Luminizer lasts all day and layers over all makeup types, including liquids, powders and creams.
We applied one to two dots of the highlighter directly onto the high points of our skin, such as our cheeks, brow bones, noses and cupids bows. We blended with our fingers, but feel free to use a brush or a sponge.
Rare Beauty also recommends adding a few dots into your foundation for an all-over glow. Choose from eight various options.
Rare Beauty by Selena Gomez Always An Optimist 4-in-1 Prime & Set Mist
Pros:
- Refreshing without being too watery
- Doubles as a makeup primer and a throughout-the-day refresher
- Doesn’t boast a strong, imposing fragrance, allowing it to work well on sensitive skin
Cons:
- Price point may be unreachable for some, especially for a face mist product
Let’s jump into the Rare Beauty Always An Optimist 4-In-1 Mist. It’s an all-in-one face mist that hydrates, primes, sets and refreshes while offering a glow that lasts. To say we love this all-in-one product is an understatement.
We use it before each and every makeup look we do, as it’s the perfect primer, and set our glam with the same spray. We stay looking fresh all day, and if we need a little pick-me-up, we simply treat ourselves to a bit more.
Not to mention, the botanical scent is also ideal for uplifting the senses and providing you with a personal, mini escape.
Rare Beauty by Selena Gomez Stay Vulnerable Melting Cream Blush
Pros:
- Stunning shade range and consistency
- Offers that “bouncy” blush effect most of us desire
- One of the most buildable products the brand has to offer
Cons:
- Takes a few swipes of your fingertips or brush to build it up, though not a dealbreaker
- Not as large as some other blush compacts we’ve tested, though not a dealbreaker
Don’t sleep on the Rare Beauty by Selena Gomez Stay Vulnerable Melting Cream Blush. It’s not a stick-cream or powder blush that *really* went viral, but it’s one of the brand’s finest.
Well-priced and stunning on the cheeks, this blush comes in four standout shades, of which match beautifully on a versatility of skin tones. It’s not as creamy and pigmented as some other formulas but, with that in mind, it’s one of the most blendable.
We love its bouncy finish and unique consistency that we can apply with two fingers, or a brush if a more targeted application is desired. Its satin finish is second to none and it’s worth a try if you haven’t experienced that youthful glow in a long while.
Rare Beauty by Selena Gomez Kind Words Lip Liner
Pros:
- Smoothest lip liner we tested
- Excellent shade range to complement a variety of lip products
- One of the best for neutral, mauve shades
Cons:
- Not as starkly pigmented as some other lip liners tested, though is extremely buildable
We’re all about lip liner, and the Rare Beauty by Selena Gomez Kind Words Lip Liner is only $15 and truly one of the best in the biz. In fact, it’s a close dupe to Charlotte Tilbury’s cult-favorite “Pillow Talk” shade (trust us, we reviewed nearly the whole brand) and is one of the smoothest we’ve tried.
The muted mauve shade “Worthy” is one of our all-time favorites and most-worn options, all because it’s hydrating and long-wearing. The creaminess is second to none and it layers beautifully with nearly any lip product thereafter, whether lipstick or lip oil.
For the price, this product is one of the best Rare Beauty by Selena Gomez buys for the money.
Rare Beauty by Selena Gomez Kind Words Matte Lipstick
Pros:
- Hydrating, even for a matte lipstick
- Generous shade range, especially for the neutral lipstick lover
- Comfortable wear
Cons:
- Not as long-lasting as some other lipsticks we’ve tried
Made perfect for the lipstick collector: the Rare Beauty by Selena Gomez Kind Words Matte Lipstick is a worth-it option that deserves a spot in your makeup bag. In 10 great shades, you’ll adore how hydrating the product is.
After trying a wealth of matte lipsticks, our biggest pet peeve is when the formulation is drying (lip lines, we don’t want you). Luckily, we didn’t experience a lack of nourishment with this one. Oh, and this goes without saying, but it pairs beautifully with the brand’s Kind Words Lip Liner.
Rare Beauty by Selena Gomez Stay Glossy Lip Balm
Pros:
- Glossy, beautiful sheen
- Signature shades complement a variety of skin tones
- Creamy, hydrating and satiny finish
Cons:
- Quite sheer, which some may not desire (from our experience, some lip oils offer more pigment)
If you love the no-makeup makeup look like we do, grab the Rare Beauty by Selena Gomez Stay Glossy Lip Balm. While not as pigmented as most other lip products in our collections, it’s the lightweight, glossy sheen you’ve been looking for.
The fact that it’s also hydrating makes it worth the $20. It’s also not sticky, which we appreciate, and stays put all day. To enhance the pigment a bit more, we recommend applying a lipstick before the gloss. It’s like your favorite clear gloss, just with a bit more shine.
Rare Beauty by Selena Gomez All of the Above Weightless Eyeshadow Stick
Pros:
- One of the easiest beauty products to apply
- Long-lasting
- Doesn’t crease throughout the day, especially benefitting hooded eyes
Cons:
- Not the best for dramatic eyeshadow looks
Eyeshadow sticks are the new wave for those who become nervous when an eyeshadow palette is placed in front of them. How do I blend? How much do I apply? Fear no more, especially with the Rare Beauty by Selena Gomez All of the Above Weightless Eyeshadow Stick.
With a swipe-on maneuver, we have a full, natural-looking eyeshadow look on our lids in less than two minutes. Its creamy formula doesn’t crease and, much to our delight, doesn’t budge, either. All you have to do is apply a liquid eyeliner and your favorite mascara and voilà — the easiest eyeshadow look, achieved.
Rare Beauty by Selena Gomez Perfect Strokes Matte Liquid Eyeliner
Pros:
- Best eyeliner tip we’ve ever experienced, without question
- Best for beginners, thanks to its ergonomic applicator
- Easy to achieve a winged look
Cons:
- None to speak of
Let’s be real: achieving the perfect winged eyeliner is an on-going battle that even the most experienced makeup professionals struggle with. So, we saved the best product we reviewed for (almost) the last in the list.
Whether your main issue is making both eyes symmetrical, accomplishing your desired thickness, dealing with dried up product or all the above, you can streamline the process with a quality eyeliner — and this one takes the cake.
What we enjoy the most about this eyeliner is the control it offers. The pen packaging allows you to hold the liner comfortably, unlike so many smaller competitors, and the smooth application this product provides is unmatched. This baby not only glides effortlessly along the lid, it’s also highly pigmented for the perfect jet-black matte finish — neither too light nor heavy.
For best application, shake the pen to activate color pigments and apply light pressure for thin lines, or more pressure for thicker lines.
The best part? It lasts for hours on end. This liner is smudge-proof and waterproof, giving you that “just applied” look, all day long. It’s is also vegan and cruelty-free, and gentle enough for sensitive skin as it contains less than one percent of synthetic fragrances.
Rare Beauty by Selena Gomez Find Comfort Hydrating Body Lotion
Pros:
- Hydrating on dry skin, especially on rough areas like kneecaps, thanks to containing niacinamide in its ingredient list
- Absorbs quickly onto the skin
- No strong fragrance
Cons:
- Price point may be unreachable for some
If you have dry skin, you know that a good body lotion is practically a gift from above. For that reason, we reach for the Rare Beauty by Selena Gomez Find Comfort Hydrating Body Lotion.
Its subtle woody and earthy scent still upholds a ting of freshness, making it one of our go-to formulas following our “everything” shower (yes, you know what we’re talking about: hair mask, body lotion, face mask, repeat). As hydrating as it is, it doesn’t leave a greasy finish.
Even five hours later, our skin is soft as a baby’s bum. It even contains niacinamide, a derivative of vitamin B3, that helps support the skin’s moisture barrier. In short, your dermatologist would be proud.
Rare Beauty by Selena Gomez Find Comfort Hydrating Hand Cream
Pros:
- Softens the hands instantly
- Leaves a non-greasy finish
- Excellent for on-the-go travel
Cons:
- Somewhat strong scent, which may be undesirable for some users
We didn’t know how important hand creams were until we reviewed top ones on the market. The Rare Beauty by Selena Gomez Find Comfort Hydrating Hand Cream remains one of our top options for its hydrating finish, especially on the palms of our hands.
While it does carry a fairly strong scent, it’s not entirely bothersome to make us forego it in our beauty routines. We love carrying ours in our duffle bags for weekend trips. And, when we’re not skipping to and fro, it sits on our nightstands so we can indulge in some skincare bliss before bedtime. Thank you, Selena Gomez.
An FAQ on Rare Beauty by Selena Gomez
Ahead, find Post Wanted’s exclusive conversation with Rare Beauty by Selena Gomez. Here, you’re getting the full 411 on top products, the brand’s mission and more.
Rare Beauty by Selena Gomez’s hero products, revealed
Of course, the product (or products) you buy from the celeb-loved brands are entirely due to preference, but we wanted the full scoop on buzzy best-sellers from inside the brand. Ahead, they’re revealed on behalf of the brand.
- Soft Pinch Liquid Blush: This a product that has gone viral many times because it’s a highly pigmented liquid blush and a little goes a long way. You can easily adjust the look to your preference, and it can be applied on bare skin, over liquid foundations or powders.
- Positive Light Silky Touch Highlighter: This has a weightless glass-like glow that lasts all day and beautiful on all skin types. A subtle highlight that sets on its own and does not settle in fine lines. Pro tip: you can mix with your favorite foundation, body lotion or liquid blush to add a glow.
- Perfect Strokes Universal Volumizing Mascara: This is an all-in-one mascara that works on any lash type and takes the guessing game out of what mascara is for you. This flake free formula is also for sensitive eyes and contact lens wearers and is water resistant so it’s longer wearing than your traditional, formula but easier to remove than a waterproof formula.
- Positive Light Tinted Moisturizer: This is one of the brand’s favorites for a no-makeup makeup look with ease. The Rare Beauty team personally loves that it has a buildable formula that instantly blurs skin for a lit from within look. You can apply it with your fingertips or favorite tool of choice.
What leads to Rare Beauty by Selena Gomez’s appeal?
“First and foremost, I would say that this is makeup made to feel good in without hiding what makes you unique,” Cynthia Di Meo, global makeup stylist at Rare Beauty with 20 years of experience in the industry, exclusively told The Post. “Rare Beauty is brand that challenges unrealistic beauty standards and encourages conversations about self-acceptance and mental health as it redefines the essence of beauty itself.”
Not to mention, the brand is also committed to taking the intimidation out of beauty by making easy to use products that are effective, good for beauty novices and professional makeup artists alike.
How are Rare Beauty by Selena Gomez’s products formulated?
Rare Beauty products are effortless to use and are made for everyday self-expression, and this is possible because of the innovative formulas and textures.
“Rare Beauty products are airy, lightweight and breathable,” Di Meo added. “Our formulas go on for adjustable coverage and a fresh finish that always looks like you. It’s important to us that everyone can use Rare Beauty, so we created a wide range of shades that compliment all skin tones and ages; for example we have 48 different shades of foundations and concealers.”
Color products are very pigmented so you can adjust them to your preference. It’s also a vegan and cruelty free brand. “Selena, while not claiming expertise in makeup, actively collaborates with our product development team to ensure that each product meets her standards for ease of use,” Di Meo noted. “Her hands-on approach guarantees that if a product meets her criteria, it’s perfect for our brand.”
What’s more, Selena loves to apply makeup with her hands, so products are formulated to be applied anyway you desire – with tools or without.
“She firmly believes that conforming to societal standards of appearance and behavior can significantly impact mental well-being,” Di Meo explained. “Therefore, it’s imperative for her to de-stigmatize conversations around mental health and redefine the concept of beauty.”
She has openly discussed her desire not to pursue perfection, but rather to embrace her authentic self.
“Being rare is about being comfortable with yourself,” Gomez exclusively mentioned on behalf of the brand. “I’ve stopped trying to be perfect. I just want to be me.”
How we tested
After reviewing Rare Beauty by Selena Gomez since its advent in September 2020, we have nearly four years of experience trying launch after launch. Ahead, find the criteria we followed for testing each item in our stash:
- Efficacy: If the product is, say, a highlighter, did naturally add shimmer? If it’s a lotion for dry skin, did chapped areas feel more moisturized? For each product, we looked it at face value over time to see how it performed on our skin.
- Essentiality: With thousands of beauty products on the market, it can be overwhelming to decide if a product is *actually* worth the money. We took each product from Rare Beauty into account and only included ones we’d pick up again after running out.
- Irritation levels: Our skin can be ultra-sensitive, so any trace of irritation (spoiler alert: we didn’t find any) wouldn’t have made the final cut in this review.
- Longevity: For makeup products specifically, staying put all day — or close to it — is a big nod in an item’s favor. This was noted for each product reviewed.
Why Trust Post Wanted by the New York Post
This article was written by Victoria Giardina, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest and greatest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include reviewing the viral Korean beauty brand, Cosrx, and testing dermatologist-recommended acne cleansers. Victoria has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.
Why Trust Post Wanted by the New York Post
For over 200 years, the New York Post has been America’s go-to source for bold news, engaging stories, in-depth reporting, and now, insightful shopping guidance. We’re not just thorough reporters – we sift through mountains of information, test and compare products, and consult experts on any topics we aren’t already schooled specialists in to deliver useful, realistic product recommendations based on our extensive and hands-on analysis. Here at The Post, we’re known for being brutally honest – we clearly label partnership content, and whether we receive anything from affiliate links, so you always know where we stand. We routinely update content to reflect current research and expert advice, provide context (and wit) and ensure our links work. Please note that deals can expire, and all prices are subject to change.