Why Is Selena Gomez's Famous Liquid Blush So Popular? I Tried It to Find Out

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More and more celebrity beauty brands are cropping up these days, but far beyond its initial buzz, Selena Gomez's Rare Beauty seems to have struck a particular chord with makeup lovers, thanks in part to the brand's commitment to social impact (a portion of sales are donated to mental health initiatives) coupled with its inclusive approach (the line features an expansive range of shades that cater to a wide range of skin tones).

The line's Soft Pinch Liquid Blush, namely, has become a viral sensation, garnering overwhelming praise on TikTok and regularly selling out. Lauded as "beautiful" and "stunning" by fans, the popular product is coveted for being a lightweight, foolproof liquid blush that delivers glowing, cherub-like cheeks with just a couple dabs.

Available in 13 shades ranging from soft pink to dark berry, even professional makeup artists count themselves as devotees. "Rare Beauty blush is a beautiful, blendable formula that flatters fair and deep skin tones alike," says celebrity makeup artist Juddi Gabbay Braha, adding that while it's touted as liquid, it's actually more of a silky cream — which means it doesn't dry tacky or wet, making it a great option to buff under or over powder.

To see if Rare Beauty's Soft Pinch Liquid Blush is truly one of the best blushes you can buy, we did the research and spoke to professional makeup artists to figure out the best colors and application techniques, then had four GH editors with a range of skin types and tones try it out and report back.

How to choose the best shade for your skin

Gomez says she formulates her products to look beautiful across all skin tones, and this highly pigmented product is no exception, spanning a variety of shades from berry to pink to peach to red, in two unique finishes: matte and radiant. We asked Gabbay Braha and celebrity makeup artist Grace Pae to share which of the 13 colors they think pairs best with different skin tones:

• Fair: Hope, Encourage, Bliss, Believe

• Medium: Happy, Worth, Virtue, Joy, Grace

• Dark: Grateful, Love, Lucky, Faith

How to apply Rare Beauty blush

Rare Beauty's liquid blush is super pigmented, which means a little goes a very long way — you'll only need to use one to two dots on each cheek for maximum impact. To apply, Gabbay Braha recommends starting by removing any excess product from the doe-foot applicator, then dabbing the wand on the apples of your cheeks and up toward your cheekbones.

Then, Pae recommends buffing the color using a “bouncing" method with a damp beauty blender sponge. Or, for a more concentrated flush of color, you can use your fingertips to gently pat the blush into skin. You'll know it's completely blended when it melts into skin, and you can't tell where the product starts and ends, says Gabbay Braha. Keep layering as needed to achieve your ideal color, whether that's a light wash or a deep flush.

How long does Rare Beauty blush last?

Soft Pinch Liquid Blush is designed to be long-lasting, thanks to its pigmented color. That said, no blush is completely fade-proof. "To extend the wear, I always 'set' a cream or liquid blush with a powder blush, [like] setting liquid or cream foundation with a setting powder," says Pae. Or, you can try spritzing on a makeup setting spray for extra protection.

Our honest reviews

"Happy" on dry, sensitive skin

• Consistency and coverage: "Creamy and thick, this blush has a nice consistency that blends with ease. When I wanted a more pigmented flush, I used my fingers and for a natural effect, a beauty sponge. Either way, it only took a dot of product to achieve a gorgeous flush of color."

• Compatibility with skin tone and type: "One of the brand's most popular shades, it added a vibrant tinge of color to my cheeks — think a healthy post-gym glow. I expected some slight color variation from what I'd seen on social media, but the results were just as impressive."

• The bottom line: "The only tricky part was figuring out the right amount of pigment. I can't emphasize enough how powerful just one dot is! That said, it means using less product — one of my year-old tubes has barely depleted."

—Jacqueline Saguin, commerce editor

"Joy" on combination skin

• Consistency and coverage: "I really liked that the liquid blush formula was easy to build and blend out. It's also very pigmented, so a little product goes a long way."

• Compatibility with skin tone and type: "I thought this color was super flattering on my skin tone, and it didn't pick up my foundation or go on blotchy. I have acne-prone skin, and so I especially loved that this blush didn't emphasize any texture on my face."

• The bottom line: "I really loved how the applicator holds enough of the product, meaning you don't have to continuously dip."

—Cameron Jenkins, staff writer

"Hope" on dry, sensitive skin

• Consistency and coverage: " I applied two dots on each cheekbone and a small dot on my nose [then] blended with a brush. It felt like it had priming skincare ingredients, blurring my skin texture and pores. I found it to be perfectly pigmented. If I ever applied too much, I could just buff it out with a few dabs of a damp sponge. It's really easy to sheer out for just a wash of color."

• Compatibility with skin tone and type: "I was really in love with its warm, mauve-y rose hue. At first, I thought it may be too light but I was obsessed with how it complemented my light-medium skin with olive undertones. It really does give that fresh, just-pinched effect."

• The bottom line: "I am so impressed with this blush! I love that the packaging is not only elegant but that consumers with dexterity challenges have found it to be easy to use. It’s not the longest-lasting blush I’ve tried, though. By the end of the day, I could tell it faded a lot."

—Jessica Teich, deputy editor

"Grace" on combination skin

• Consistency and coverage: "The application was so easy. After using a little of my Bobbi Brown Foundation Stick, I used my fingertips to pat the blush onto my cheeks, gently. The bold color payoff made me feel uneasy at first, but as I blended it into my skin, it started to look more and more natural."

• Compatibility with skin tone and type: "It sinks into skin beautifully. After a few hours, the color was still very visible — and matte! This is major for me, as my T-zone gets pretty oily throughout the day."

• The bottom line: "I was a bit skeptical of this blush since I typically lean towards deep red or coral tones. But, I was pleasantly surprised. I would re-apply it if I was going from the office to an after-work event, but it's not necessary if you're just looking for a hint of color. I think I've found a new beauty staple!"

—Monique Valeris, senior editor

Is Rare Beauty blush worth it?

Each and every one of our testers agreed that Rare Beauty's liquid blush delivers a high-quality pigment that results in a pretty, natural glow. And while it takes a bit of practice to figure out the right amount to apply, because you'll only need a little bit for each application, one tube should last you for months. The only caveats we found that you'll want to keep in mind: The matte versions of the blush tend to dry faster, making them tougher to blend; you'll also want to be careful when scraping excess product off the applicator as it can tend to get inside the rim of the handle and become messy.

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