Photo: Cindy Ord/Getty Images
Rare Beauty continues to be an example of a celebrity-helmed beauty brand done right.
As first reported by Bloomberg, Selena Gomez‘s best-selling blush category alone accounts for $70 million of the brand’s yearly revenue. Its blush products are wildly popular, sell out often and have seen particular virality on TikTok — the brand reportedly sold 3.1 million units in 2022. While the company sells two different blushes, the top-selling formula in question is its smash-hit fan favorite Soft Pinch Liquid Blush, which retails for $23 a pop.
Photo: Courtesy of Rare Beauty
Since the brand’s launch in 2020, the Soft Pinch Liquid Blush has maintained its position as a social media sensation for its long lasting and super pigmented formula, with 81.4 million views on TikTok to date.
While celebrity beauty brands have continued to roll out — to varying degrees of success — in recent years, the overwhelming success story of Rare’s Soft Pinch Liquid Blush is one the industry hasn’t really seen since the era of the Kylie Lip Kit’s heyday.
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Source: Fashionista.com