Selena Gomez’s Rare Beauty announces new liquid contour: Where to buy, release date, and more explored

Selena Gomez's Rare Beauty has announced the release of a new contour shade. It will be released on January 23, 2025, on Rare Beauty, Amazon, Sephora, and other retail websites. The retail price is set at $28.

With the announcement of the release of a new Soft Pinch Liquid Contour on Tuesday, Rare Beauty is now preparing to make a significant addition to the well-known business.

The product, which originally comes in seven hues, created a sensation in the business sector in 2022 when Bloomberg reported that the company had sold $70 million worth of the product. Rare Beauty was introduced in September 2020.

Since then, the brand has grown with the introduction of the Soft Pinch Tinted Lip Oil Stain in March 2023 and the Soft Pinch Luminous Powder Blush in March 2024, all of which have gold caps.

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About the launch

For the first time in its history, the company did not use its well-known creator exclusively for the debut promotion.

In order to encourage product education and showcase the shade spectrum, the product cast six creators to co-star with Selena Gomez.

(Post via Instagram/@anastaziadupee)

Anastazia Dupee, Tatyana Lafata, Vidya Gopalan, Lisa Joy, Melinda Berry, and Daus Mendoza were all tapped. It should be noted that a number of these creators have far larger TikTok followings, even though the app's ultimate fate was unknown.

Activations in Sephora Times Square and in-store educational events at other Sephora stores will also be part of Rare's marketing efforts for the launch.

On Wednesday, the campaign's authors will also share content on their own social media accounts. To allow the six creators who starred in the ad to view their images on the Times Square billboard.

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About Rare Beauty

The internet was buzzing about the Soft Pinch Liquid Blush's pigmentation when Rare Beauty first released it. When beauty fans recorded their responses after applying only one dot of the lotion, they discovered how powerful it was, and the product swiftly became viral.

(Post via X/@PopBase)

Rare Beauty's position in the beauty industry was cemented when the highly pigmented product became a must-have. In addition to changing the blush business, Rare Beauty's Soft Pinch brand has spawned a cultural phenomenon.

The Soft Pinch Liquid Contour, the brand's most recent offering, demonstrates how it keeps innovating and captivating its customers.

Rare Beauty's Soft Pinch Liquid Blush boasts a stunning pigment, formula that works well for sensitive skin, 14 different and attractive tones, easy brush application, and a smooth, silky texture that blends well with other cosmetics and skin care products.

In order to dispel the notion of physical perfection as a component of beauty, Gomez created Rare Beauty. It ultimately comes down to "owning what makes you rare"—using cosmetics as a means of honoring individuality.

The US-based company wants to provide a "safe and welcoming space" in the beauty business that promotes mental health for people of all ages, genders, sexual orientations, races, and abilities.