I don’t know about you, but when a product goes viral on social media and dozens of people are lauding it as a “game-changer” or hyperbolising that they “can’t live without it”, my initial reaction is to feel slightly dubious. (I’m the same with hyped-up films, restaurants, books, etc.) However, I needn’t have worried with the Rare Beauty Soft Pinch Liquid Blush because, let me tell you, TikTok is right. It is one of the best blushers and it really is a gamechanger.
Celebrity beauty brands as a category are a topic that, if we’re truly honest, divides people. You're either in the camp that can't wait to buy in to what your favourite star is selling, or you're confused by what qualifies this famous person to tell you what to put on your skin. But Selena Gomez has really got it right with Rare Beauty and, I’d say, is up there with Fenty Beauty in terms of success. The branding is lovely, the price tags, while not cheap, are not extortionate, and the products make sense. Most important of all, though, it’s flipping good make-up. I'm thinking a lot of people buy into the Selena dream, but become repeat customers because the products are so great.
