Selena Gomez's Rare Beauty Unveils 'Really Special' Blush-Highlighter Hybrid: 'I'm Very Proud' (Exclusive)
The new Soft Pinch Luminous Powder Blush will be available to shop starting March 27
Courtesy of Rare Beauty
Selena Gomez with new Rare Beauty Soft Pinch Luminous Powder BlushSelena Gomez's Rare Beauty is expanding once again.
The beauty brand will welcome a new product into the family this week, and Gomez is very excited about the unique new addition.
The Soft Pinch Luminous Powder Blush combines two of Rare Beauty's fan-favorite products into one to create a "really special" powder blush that Gomez, 31, tells PEOPLE the "customers have been asking for" since the brand launched.
Available for $26 starting March 27 on the Sephora app and March 28 at Sephora, Sephora at Kohl’s and RareBeauty.com, the new powder blush has what Gomez calls the most "gorgeous sheen."
Courtesy of Rare Beauty
Selena Gomez for Rare Beauty"There’s so much I love about both the Soft Pinch Liquid Blush and Positive Light Silky Touch Highlighter!" Gomez tells PEOPLE of the two products that the brand combined to create the new blush. "I love that our liquid blush is super pigmented and lasts all day and that our highlighters give this amazing sheen that makes your skin look illuminated."
The new blush, which is available in six shades — four derived from the Soft Pinch Liquid Blush and two brand new — is designed to be "mixed, matched and layered" Gomez says. This aligns with what she shared of her beauty routine using Rare Beauty products in 2022: Layering is always key, and she designs her products to specifically work that way.
"Whether I’m on set, going to a red carpet or hanging out with friends, there is really no wrong way to wear it," the Only Murders in the Building star says. "I gravitate towards cheer for the daytime — it's such an effortless shade and I love how it brightens up my face."
Like all of Rare Beauty's products, the Soft Pinch Luminous Powder Blush names are all bursting with positivity. Hope, Happy, Joy and Love are carried over from the Soft Pinch Liquid Blush family, while Cheer and Truth are new.
"I'm a strong believer that positivity is contagious, and I love that our product names serve as little #rarereminders, each named after a kind word," Gomez tells PEOPLE. "I’m very proud that our brand purpose extends to our product names and reflects our company values."
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Courtesy of Rare Beauty
Selena Gomez for Rare BeautyGomez teased the new product on Instagram late last week to plenty of hype from fans, and she tells PEOPLE she had "a lot of fun" working on the product with the team and selecting the final six shades (Cheer and Happy are her current favorites, even though it's "tough" to pick!).
Throughout the creation process, Gomez says she tested out the potential shades on her friends to narrow down which six they'd end up with.
"The biggest challenge was stopping at six shades!" she says.
While the new blush can be worn on its own, Gomez says she's been experimenting with layering it over the Soft Pinch Liquid Blush and loving how it feels and looks. The beauty of releasing the powder blush in the same shades as the liquid blush is that you can rock a shade-on-shade combo. But if you want to mix it up, you can do that too. A darker liquid blush with a lighter powder blush over top? Why not!
"What we developed are six beautiful shades that have a gorgeous sheen and will make you see blush in a whole new light," Gomez says.
Related: Selena Gomez Looks Angelic in $70 Lace Corset Bra at Her Rare Beauty Event in Los Angeles
Courtesy of Rare Beauty
Selena Gomez for Rare BeautyThe new blush launch follows Rare Beauty's body care launch at the end of last year. The Find Comfort line — another collection Gomez told PEOPLE her customers had been asking for — focused on coziness and well-being. She told PEOPLE in December that she liked the products for during "stressful times" in particular.
With every endeavor for Gomez, there's always a focus on mental health. Rare Beauty donates 1% of sales to the Rare Impact Fund, creates inclusive and supportive communities online and collaborates with mental health organizations.
"Our goal is to spark conversations, offer resources and provide a platform for individuals to share their stories," Gomez says. "We want people to know that mental health matters and everyone deserves support and compassion."
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