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“Come & Get It” before it sells out.
On Thursday, the Selena Gomez-founded beauty brand dropped a new product — the Soft Pinch Tinted Lip Oil ($20) — as the lip counterpart to its TikTok-famous Soft Pinch Liquid Blush ($23).
The jojoba- and sunflower seed oil-packed formula comes in a range of eight shades, including the pink Happy hue Gomez called her favorite in an Elle interview.
“The inspiration came from wanting to create a lip product that could create the same flush of color for lips that the Soft Pinch Liquid Blush creates for cheeks,” Gomez told the outlet of the formula, which she said took “two years to develop because it’s such a unique texture.”
Judging by the online success of her Soft Pinch blush — TikTok videos tagged #rarebeautyblush have already garnered a billion views and counting — it’s safe to say you’ll soon see the new lip oil all over social media, too.
Gomez herself puckered up in the new lip product for a series of campaign snaps last week, writing in an Instagram caption, “I love how comfy it feels — it’s never sticky.”
As for how that unique formula came about?
“When applied, it goes on like a jelly but transforms into a hydrating formula. It’s special!” Gomez told Elle, calling the consistency “unlike anything I have experienced in a lip oil.”
Perhaps the star is prepping her pout to share an onscreen smooch, as she was spotted filming “Only Murders in the Building” in a wedding dress last week.
She’s also sparked dating rumors with Zayn Malik as of late, as she was spotted grabbing dinner with his assistant on March 21.
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The actress first launched Rare Beauty in September 2020 with a selection of under-$30 products, like the Positive Light Liquid Luminizer Highlight ($25), that earned glowing reviews from Page Six Style.
With the latest Soft Pinch launch likely on its way towards selling out, perhaps Gomez has a “pinch me” moment in her future.
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