Selena Gomez's $70 million in blush sales makes sense — her brand really is that good
- Bloomberg reported that Selena Gomez's Rare Beauty earned more than $70 million from blush sales.
- As a beauty reporter and fan of the makeup line, I'm not at all surprised by the giant number.
Just how popular is Rare Beauty's famous blush? If eight-figure sales are any indication, the makeup product is a hot commodity.
Bloomberg reported on Thursday that Selena Gomez's makeup brand "moved 3.1 million units" of its Soft Pinch Liquid Blush in 2022, earning the company around $70 million in revenue. And this year, Rare Beauty is on track to triple its total sales via the blush and other products, according to the publication.
I first tried Rare Beauty — including its beloved cheek product — just before the brand launched in 2020. I was an immediate fan, and haven't strayed far since.
In fact, I've tried almost every beauty product the brand has released, and am confident in saying Gomez's makeup is really that good.
As a beauty reporter, I'm not exactly loyal to cosmetic brands. I try new makeup more often than I try new restaurants, and my vanity is overflowing with products to be tested.
But before I realized it was happening, I had a Rare Beauty stockpile on my hands.
Warm Wishes Effortless Bronzer Stick? Check. Positive Light Silky Touch Highlighter? Got it. Perfect Strokes Universal Volumizing Mascara? Oh yeah, I bought that too.
On one hand, I sought out those products and others because I've been curious. I wanted to understand the TikTok hype and see if a celebrity could create makeup that stands on its own, even if its famous founder wasn't attached to the brand.
But mostly, I keep returning to Rare Beauty because the makeup is just plain good.
Most products are sold in neutral shades that work perfectly for everyday looks, but there are also pops of color throughout the line that give you an opportunity to have fun with your makeup. And the mid-range price point — items cost between $5 and $30 — doesn't hurt either.
In particular, I wear the brand's tinted moisturizer regularly, the loose powder almost every day, and the gel eyeliner has become a new favorite.
Oh, and about that blush. Packaged in small, clear tubes with metallic, screw-top applicators, the liquid cheek color is truly one of the best products Rare Beauty offers.
I own multiple shades and rave about them constantly. The $23 blushes are deeply pigmented, long-lasting, and fun to apply — and the packaging design is truly unique.
There weren't any similar liquid blushes on the market when Rare Beauty launched, and though competitors have tried, copycat products haven't been able to compete, in my opinion.
About $70 million in blush sales is a crazy number that I can hardly fathom. But I'm also not at all surprised.
While creating its famous blush, Rare Beauty seemingly also found the formula to winning the loyalty of beauty fans around the world — myself included. And that's almost more impressive than its earnings.