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“Come and Get It” before it sells out.
On Thursday, the beauty brand founded by Selena Gomez launched a new product – Soft Pinch Tinted Lip Oil ($20) – as the lip counterpart to TikTok famous Soft Pinch Liquid Blush ($23).
Infused with jojoba and sunflower seed oil, the formula is available in eight different shades, including the pink Happy hue, which Gomez named her favorite in an Elle interview.
The formula’s debut, which she said took “two years to develop”, was “inspired by her desire to create a lip product that could create for lips the same color as Soft Pinch Liquid Blush did for cheeks,” Gomez said. It’s a very unique texture.”
Judging by the online success of Soft Pinch blush – TikTok videos tagged #rarebeautyblush have already garnered a billion views and are growing – it’s safe to say you’ll soon be seeing the new lip oil all over social media too.
Soft Pinch Tinted Lip Butter ($20)
Gomez snuggled up in her new lip product for a series of campaign snaps last week, and in an Instagram caption, “I love how comfortable it feels—it’s never sticky.”
As for how this unique formula came about?
“When applied it goes on like a jelly but turns into a moisturizing formula. This is special!” Gomez told Elle the consistency was “unlike anything I’ve had in lip oil.”
Perhaps the star was preparing her pout to share an on-screen kiss, as she was seen filming “Only Murders in the Building” last week in a wedding dress.
He also recently sparked dating rumors with Zayn Malik as he was seen having dinner with his assistant on March 21.
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The actress first launched Rare Beauty in September 2020 with products under $30, such as Positive Light Liquid Luminizer Highlight ($25), which received rave reviews from Page Six Style.
While the latest Soft Pinch launch is most likely running out, perhaps Gomez has a “pinch me” moment in her future.