'Cosmo' Got an Exclusive Look at Rare Beauty's New Powder Blush From Selena Herself (!)

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Either you're living under a rock, or you know about the cult status Rare Beauty's Soft Pinch Liquid Blush holds. I mean, a whopping 6,100 people labeled it their holy grail blush in Cosmo's 2023 Reader's Choice Awards. And it's loved by makeup novices and veterans alike—my best friend wears makeup once or twice a year, and she even has a tube of the soft-pink Happy shade in her makeup bag for those special occasions. Since it's launched, we've reached peak liquid blush, with every brand trying to get in on the viral success of Rare Beauty's pigmented yet blendable formula. But what if I told you they've got a new launch to beat? Because Rare Beauty is finally sharing its next iteration in the Soft Pinch family: Soft Pinch Luminous Powder Blush. And I got an extra-special, v-secretive first look at 'em!!

"Soft Pinch Luminous Powder Blush is like the perfect marriage of Soft Pinch Liquid Blush and Positive Light Silky Touch Highlighter," founder (and LOML) Selena Gomez exclusively shares with Cosmopolitan. "It's super pigmented but packed with these incredible pearls that add a glass-like sheen to your cheeks," she says.

TBH, the powder highlighter from Rare Beauty is my favorite powder highlighter to ever grace my cheekbones—it's got a baked formula that adds a wet-like radiance to my skin without clinging to texture. So I got real excited when I heard we were getting that same silky, lightweight shimmer mixed with the stunning shades of the O.G. liquid blush—like the soft pink shade Happy, muted peach shade Joy, terracotta-based red color Love, plus new shades too.

Soft Pinch Luminous Powder Blush in Cheer

Soft Pinch Luminous Powder Blush in Truth

Soft Pinch Luminous Powder Blush in Joy

Soft Pinch Luminous Powder Blush in Happy

Soft Pinch Luminous Powder Blush in Hope

Soft Pinch Luminous Powder Blush in Love

And I wasn't the only one excited, because Rare Beauty fans have been asking for this, Gomez says. "We listened to all the feedback, read through the comments, and took notes on what people were asking for, and the Soft Pinch Luminous Powder Blush was born," she adds. "We went with six vibrant shades, Cheer, Truth, Hope, Happy, Joy, and Love–including four that mimic our Soft Pinch Liquid Blushes– so there really is something for everyone."

But why shimmer, you ask? "I wanted our Soft Pinch Luminous Powder Blush to capture that radiant confidence we all exude when we're feeling our best—and this bold shimmering color does just that," Gomez shares. They wanted to make something that would essentially be the best of both worlds: A pigmented, rich blush with that sheen-y, highlighted shimmer. This also makes it really easy to pair the powder with your favorite liquid too. "I personally love layering Cheer in our powder blush over Happy or Hope in our liquid blush to create a super glowy pink," Gomez adds.

As far as the product goes, it claims to be super blendable and pigmented with a weightless feel on your cheeks. Just dust it on with a fluffy blush brush, and you've got buildable, luminous color that seamlessly blends with whatever you've got underneath it (foundation, concealer, skin tint, and the like). Gomez loves how soft and fresh it looks on her cheeks for daytime, but layers it up a bit more for a more dramatic cheek. "I like to layer the powder over the liquid blush for an extra pop of color and glow when I go out at night."

But Rare Beauty is about so much more than blush (although, obvi, they do blush very well). They're fueled by mental health—the brand's Rare Impact fund helps provide people with access to mental health resources, aiming to reduce the stigma around mental illness and wellbeing. This ethos comes from Gomez's own mental health journey, which she's been extremely open about seeking help for.

When it comes to starting your own mental health journey, she suggests just going slow at first rather than putting a ton of pressure on yourself. "My advice is to start small and be kind to yourself," she says. "Self-care isn't about making big changes overnight—it's about finding little ways to prioritize your well-being each day." For Gomez, mindfulness practices have been really helpful, like "deep breathing exercises or taking a moment to check in with yourself and note how you're feeling," she explains. "And remember, reaching out for support is a sign of strength, not weakness."

PSST: The Rare Beauty Soft Pinch Luminous Powder Blush officially launches in the Sephora app on March 27, and will roll out to Sephora stores and Sephora in Kohl's, as well as RareBeauty.com, on March 28. (!!) Brb, grabbing my wallet.

This interview has been edited and condensed for clarity.

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