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Rare Beauty Soft Pinch Liquid Blush

Adriana Motta
Apr 11, 2023
2 min read

Updated: Mar 14

Rare Beauty's Soft Pinch Liquid Blush is a lightweight, highly pigmented cheek color available in both matte and dewy finishes. The product features a buildable formula that blends easily and provides long-lasting colour with minimal product.

Pink liquid blush with a gold cap and dropper beside a bottle labeled "Rare Beauty," set against a white background.

Product innovation

The innovation lies in the formula's unique texture and pigment dispersion system. The blush utilises a water-in-silicone emulsion technology that creates a weightless feel while suspending high concentrations of pigment. This allows intense colour with minimal product usage. The formula is free from traditional fillers like talc, instead using spherical powders that create a soft-focus effect on the skin.

Selena Gomez holds pink lip gloss "Rare Beauty" against a peach background, smiling subtly. Gold hoop earring visible.

Soft Pinch Liquid Blush addresses the need for easy-to-use, high-performance makeup suitable for both amateurs and professionals. Its competitive advantage derives from the exceptional pigment-to-binder ratio that delivers intense colour, making it both economical and user-friendly. Additionally, the brand's inclusive messaging and founder Selena Gomez's authentic involvement resonated with younger consumers seeking authenticity in beauty.

The product was developed as part of Rare Beauty's core collection, with Selena Gomez identifying liquid blush as an underrepresented category with potential for innovation.

The development focused on creating a formula that would be accessible to makeup beginners while delivering professional-level results, aligning with the brand's mission of breaking down unrealistic standards of perfection.

Four tubes of Charlotte's Beautiful Skin Foundation in varied shades on a reflective surface against a beige background, creating a radiant look.

Trend

According to Mintel's Color Cosmetics US 2022 report, liquid and cream blushes saw a 45% growth in the US market, outpacing powder formats. The product capitalised on the "skinimalism" trend identified by WGSN, which emphasized minimalist makeup routines with maximum impact.

Social media analysis by Tribe Dynamics showed Rare Beauty's Soft Pinch Blush generating over $7 million in Earned Media Value (EMV) in the six months following launch, driven by authentic content creation mainly on TikTok.