The Best Rare Beauty Products, Tested and Reviewed by Editors

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.

In this article

Of the dozens of celebrity beauty brands that have launched in the past five years, one has reached A-list status: Rare Beauty by Selena Gomez. As experienced editors, we approach these star-backed lines with a touch of skepticism, but Rare Beauty’s rave reviews (and the brand’s fast rise on TikTok and Instagram) convinced us to roll up our sleeves, cleanse our skin, and brandish our makeup brushes. We tested Rare Beauty’s most popular makeup products to assess the ones that are worth the buy.

Rare Beauty launched in September 2020 via the brand’s site and with 14 makeup products, including blush, mascara, foundation, and more; all of which were carefully designed to feel weightless on skin. On top of great-feeling formulas, Rare Beauty makeup products are focused on encouraging self-love and individuality — search for a shade of Rare Beauty lip balm, Rare Beauty blush, or Rare Beauty highlighter, and you’ll come across names like “Support,” “Hope,” and “Well-Being.”

Related Articles

The brand’s supple formulas and feel-good ethos struck a chord with shoppers during the pandemic (Rare Beauty won Startup of the Year at 2020’s Beauty Inc Awards), and the makeup products still fly off shelves today. At the time of this article, Rare Beauty has earned over 8.1 billion TikTok views — more than any other celebrity beauty brand, according to a study conducted by beauty marketplace Fresha.

While many debut products, like the Rare Beauty liquid blush, are still bestsellers, Gomez’s brand has launched a slew of new offerings in the past year, including brow products, tinted lip oil, and creamy eyeshadow pencils. With thorough testing of Rare Beauty mascara, Rare Beauty eyeliner, Rare Beauty skin tint, and more, we landed on the 9 best Rare Beauty products to add to your glam routine.

Top Rare Beauty Products of 2023

Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.

About Rare Beauty

Rare Beauty Soft Pinch Liquid Blush

  • Number of shades: 13
  • Finish: Matte and dewy available
  • Key ingredients: Sunflower seed oil, lotus extract, water lily extract
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Anyone on the beauty side of TikTok has likely come across Rare Beauty’s Soft Pinch Liquid Blush; this high-pigment liquid blush has over 109 million views on the app. Many gel, liquid, or cream blushes are designed to melt into skin for a you-but-better flush, but Soft Pinch Liquid Blush kicks it up a notch. This feathery-soft formula is more of a cheek stain — the pigments are unbelievably concentrated. The shade range runs the gamut from soft rose to hot pink and bright mauve, giving you options for subtle daytime looks or more artful, bright cheeks. Can’t decide on a Rare Beauty blush color? Happy and Hope are two of the best Rare Beauty blush colors; each are flattering fan favorites. You can also shop a Rare Beauty blush set that includes multiple shade options to try.

Editor testing and review notes: “There’s a real learning curve when you first try Soft Pinch Liquid Blush, but all you have to do is repeat after me: Less. Is. More. One dot is more than enough to define your cheeks, and if you overdo it, you’ll be buffing into the wee hours of the night. During the month-long testing period with the liquid blush, I’ve tried applying the liquid a number of ways, dotting the doe foot wand directly on my cheek and dabbing it onto my fingertips then tapping on my skin. After much trial and error, I’ve discovered a winning technique: Dot the blush on the back of your hand, swirl a densely-bristled blush brush onto the pigment, then lightly buff the brush on your cheeks. With that technique, you’ll get a watercolor-like finish that requires minimal blending and lasts all day.” — Senior Beauty and Commerce Lifestyle Editor Claire Sullivan

Price upon publish date of this article: $23

Rare Beauty Soft Pinch Liquid Blush $23 Buy Now at Sephora

Rare Beauty Warm Wishes Effortless Bronzer Stick

  • Number of shades: 8
  • Key ingredients: Meadowfoam seed oil, sunflower seed oil, water lily extract
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Rare Beauty’s take on bronzer is the polar opposite of a powder — the Warm Wishes Effortless Bronzer Stick has a buttery slip to it that disappears into a wash of warmth on your skin when you blend it with a brush or your fingertips. Its long-wear, water-resistant finish is an anomaly for cream bronzers; similar options slide around or fade throughout the day. Originally available in five shades, the brand expanded the range in March 2023 to include three new shades of the Rare Beauty bronzer stick that cater to deeper skin tones.

Editor testing and review notes: “Bronzers are one of the beauty products that require careful attention when you’re applying the product — too much, and you risk looking orange. Warm Wishes Bronzer Stick, on the other hand, comes in natural sun-kissed shades, and is so pleasantly sheer that you can dot it onto your skin and blend it in without looking in a mirror. The only critique I have has to do with packaging; the cap is prone to slipping off if it’s rustling around in a makeup bag.” — Sullivan

Price upon publish date of this article: $26

Rare Beauty Warm Wishes Effortless Bronzer Stick $26 Buy Now at Sephora

Rare Beauty Liquid Touch Brightening Concealer

  • Number of shades: 48
  • Key ingredients: Sunflower seed oil, rice bran wax, water lily extract
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

This little under-eye brightener packs a punch (hence why it’s amassed 90 million views on TikTok). It’s a great hydrating concealer for dry skin, with moisturizing ingredients like glycerin and sunflower seed oil, which is rich in omega 6 fatty acids. Apart from the easy blending formula, the Liquid Touch Brightening Concealer is a standout for its shade range — Rare Beauty offers a whopping 48 options to choose from. Because it’s a non-comedogenic formula, you can use it conceal discoloration or breakouts, too.

Editor testing and review notes: “I have dry skin and deal with dark circles, which is a tall order for concealer — most full-coverage options make my under-eye skin look splotchy. Rare Beauty’s Liquid Touch concealer is one of the few formulas I’ve tried that targets both of my eye concerns. Throughout a 10-hour testing window, the concealer didn’t fade or dry out my skin. It creased close to my lower lash line, but that was easy to correct with a makeup sponge, as the cream remained easy to blend even hours after application. If I’m low on sleep, I’ll layer this concealer over the Rare Beauty under eye brightener to fib a full night of Z’s.” — Sullivan

Price upon publish date of this article: $22

Rare Beauty Positive Liquid Touch Brightening Concealer $22 Buy Now at Sephora

Rare Beauty Positive Light Silky Touch Highlighter

  • Number of shades: 4
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Launched in December 2022, the Positive Light Silky Touch Highlighter is a powder alternative to the liquid highlighter that launched in Rare Beauty’s original collection. The finely-milled, talc-free powder has a finish unlike any powder highlighter we’ve seen, lending luminosity that makes skin look hydrated and radiant wherever you dust it on. This Rare Beauty highlighter is available in four shades (all of which can double as eyeshadow, by the way) including cool white, soft gold, warm rose, and bronze.

Editor testing and review notes: “I’m on the liquid highlighter train — I love the natural, dewy finish that creams deposit. But Rare Beauty’s Positive Light Silky Touch Highlighter won me over as soon as I swirled it on my skin. It’s the first powder highlighter I’ve tried in ages that actually looks like skin; not shimmery powder. I use a loose brush to dust the cool white Enlighten shade on my cheeks and the ridge of my nose, but it also works beautifully as eyeshadow with a denser, smaller brush.” — Sullivan

Price upon publish date of this article: $25

Rare Beauty Positive Light Silky Touch Highlighter $25 Buy Now at Sephora

Rare Beauty Always an Optimist 4-in-1 Prime & Set Mist

  • Key ingredients: Niacinamide, sodium hyaluronate, panthenol, and allantoin
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Rare Beauty excels at long-lasting makeup that doesn’t budge after application, so it’s no surprise that the brand’s setting spray is a knockout. The Always an Optimist Prime & Set Mist starkly contrasts setting sprays and setting powders that leave a noticeable texture or film on your skin. This biphase formula contains featherweight oils and face serum-level skin care ingredients that soothe and moisturize your skin while locking your makeup in place. It does more than just set your makeup, too, as the mist can be used as a makeup primer, foundation refresher, and a hydrating skin mist.

Editor testing and review notes: “Since testing this face mist, I’ve told all my friends to give it a try, explaining that it’s basically a hydrating mist that just so happens to make your makeup last longer. Not only does this set your makeup in place, but it also makes your glam look more radiant and fresh. The nozzle disperses the ultra-fine mist evenly across my skin without any lingering droplets, so I don’t have to run over it with a makeup sponge. Because the mist is so fine, the bottle lasts for ages — I’m only halfway through the tube I cracked into six months ago.” — Sullivan

Price upon publish date of this article: $27

Rare Beauty Always an Optimist 4-in-1 Prime & Set Mist $27 Buy Now at Sephora

Rare Beauty All of the Above Weightless Eyeshadow Sticks

  • Number of shades: 6
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Eyeshadow palettes are excellent for dramatic, dimensional eye looks, but sometimes one swipe of shadow is all you need. All of the Above Weightless Eyeshadow Sticks are a newcomer in Rare Beauty’s lineup, debuting just this past July. These sticks are creamy-as-can-be with just the right amount of color payoff; you can smudge them on your lash line in place of eyeliner (the built-in sharpener will keep your strokes on point), or blend the shade up towards your crease. Earthy shades in a subtle pearlescent finish earthy make these sticks great for daytime wear.

Editor testing and review notes: “Nothing’s more convenient than an eyeshadow stick, but many formulas dry out quickly and tend to crease on my lid. That’s not the case with Rare Beauty’s rendition. The pigments glide onto my skin without snagging, and have about 30 seconds of playtime to blend or buff the formula where I want it. During an eight-hour testing period in humid weather, the shadow didn’t transfer or crease on my lids.” — Sullivan

Price upon publish date of this article: $22

Rare Beauty All of the Above Weightless Eyeshadow Sticks $22 Buy Now at Sephora

Rare Beauty Soft Pinch Tinted Lip Oil

  • Number of shades: 8
  • Key ingredients: Jojoba seed oil, sunflower seed oil, glycerin
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Call it a jelly, call it a stain, or call it a balm — Rare Beauty’s Soft Pinch Tinted Lip Oil has a texture that’s hard to pin down. What’s easy to grasp is how long-lasting and nourishing this formula feels when you swipe it on. Similar to the liquid blush in the same Soft Pinch family, this lip product is richly pigmented and stays put after you apply it. On your lips, the Rare Beauty lip oil has a slight sheen versus a high-shine effect you get from lip glosses. But if you want a little more shine, simply wait for the initial shine to fade and layer on a gloss or lip balm.

Editor testing and review notes: “This lip oil has a confounding feel — the texture is like a wet balm at first swipe, then it dries down to mimic a classic hydrating lipstick or stain. I test a lot of lip oils, and I have yet to come across one that feels so cushiony and delivers such long-lasting, transfer-proof color. The range of subtle to super bright shades give you all the options, so swipe one on and eat, drink, and gab away — your lip color won’t budge.” — Sullivan

Price upon publish date of this article: $20

Rare Beauty Soft Pinch Tinted Lip Oil $20 Buy Now at Sephora

Rare Beauty Pore Diffusing Primer

  • Key ingredients: Hyaluronic acid, green tea extract, vitamin E
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

The wrong makeup primer can cause your skin stage a coup — many primers prioritize staying power over skin health. Rare Beauty’s Pore Diffusing Primer is a skin-first formula that’s full of calming ingredients like green tea extract and vitamin E, plus hyaluronic acid for hydration. Better yet, this primer leaves a slightly matte finish; ideal for tamping down excess oils that otherwise cause makeup to slide and separate throughout the day. Team it with Rare Beauty tinted moisturizer or Rare Beauty foundation for all-day coverage.

Editor testing and review notes: “I deal with redness year-round, so I typically wear a touch of foundation or tinted moisturizer with SPF to neutralize it, no matter the weather. But complexion products only do their job if they stay put, which is a roll of the dice when it’s hot or humid outdoors. Enter the Rare Beauty primer, a new staple in my routine for its ability to give a more uniform look to any makeup I apply on top. The velvety gel feels breathable and lightweight, so I can comfortably wear it all day without worrying about breakouts other primers often leave behind.” — Sullivan

Price upon publish date of this article: $28

Rare Beauty Pore Diffusing Primer $28 Buy Now at Sephora

Rare Beauty Brow Harmony Flexible Lifting Gel

  • Number of shades: 1
  • Sephora Top-Quality Store Badge on Google: 4.8/5 stars

Laminated brows are Gomez’s go-to, and the inspiration behind the latest Rare Beauty launch. If you have your sights set on a similar look, consider a trip to the salon optional — the Brow Harmony Flexible Lifting Gel was carefully designed to separate brow hairs and lift them to the high heavens. The clear gel is waterproof, and unlike many brow gels, it’s buildable and layers beautifully over brow pencils. One coat will set your brows with a soft hold, while two to three will freeze them in place so your arches can stand up to wind, rain, and sweat.

Editor testing and review notes: “Although this brow gel has a very small wand, you can tell that every detail was carefully thought out in the product’s design. The wand features two bristle lengths — the short side is ideal for wrangling coarse hairs while the longer bristles quickly create uniform arches. Best of all, the clear gel actually dries clear, leaving no white flecks in its wake.” — Commerce Writer and Producer Olivia Cigliano.

Price upon publish date of this article: $17

Rare Beauty Brow Harmony Flexible Lifting Gel $17 Buy Now at Sephora

Related: Best Eyebrow Growth Serums

Rare Beauty Products FAQs

Who owns Rare Beauty?

Selena Gomez is the owner and founder of Rare Beauty.

Is Rare Beauty cruelty-free?

Yes, Rare Beauty’s full line is cruelty-free, meaning the brand doesn’t test on animals or use animal byproducts, and the formulas are fully vegan. Rare Beauty is also certified by PETA’s Global Beauty Without Bunnies, an online database that directs shoppers to verified cruelty-free products.

Is Rare Beauty at Ulta?

No, Ulta does not carry Rare Beauty — for now, at least! Ulta offers plenty of Rare Beauty dupes, which is an option if your desired shade or product is sold out. However, you can only shop the real thing at Sephora or direct through Rare Beauty’s site.

Where is Rare Beauty sold? and are the only licensed retailers of Rare Beauty products. (Any Rare Beauty items sold on Amazon or Walmart are not from verified sellers and could be counterfeit products.)

Shopping Rare Beauty products at Sephora comes with benefits: Sephora Beauty Insiders (it’s free to sign up) get free one- to three-day shipping on all orders, and receive exclusive discounts during sales throughout the year, typically in April, August, and November. Sephora Beauty Insiders also earn points from every single purchase that are redeemable for further discounts and gifts throughout the year. Those in major cities can get Rare Beauty items at their door, stat, with same-day delivery via Sephora’s partnership with DoorDash.

Purchasing directly through Rare Beauty is a smart choice for those who are searching for a specific shade, as popular ones sell out fast at Sephora. The brand’s site is also the only place you can shop the Rare Beauty makeup bag, makeup mirror, and other merch, like sweatshirts and sweatpants. Any orders placed direct through Rare Beauty come delivered in the previously mentioned eco-friendly packaging, with free shipping on orders over $50. Returns are free of charge, as long as you send the item back within 30 days of purchasing it.

What is Rare Beauty’s packaging?

Rare Beauty incorporates thoughtfulness into everything from its formulations to its product names — and Rare Beauty packaging is no exception. The brand began incorporating post-consumer recycled materials into its packaging in late 2021.

Today, each Rare Beauty product comes encased in 100 percent recyclable boxes made of FSC-certified materials. Those who order online at will receive their products in a recyclable shipping box made of FSC-certified recycled fibers, with an insert card made of the same materials. The tissue inside is also 100 percent recyclable, and the plant-based packing foam dissolves in water. Each purchase comes with a reusable drawstring pouch made of cotton canvas, too.

How We Tested and Chose the Best Rare Beauty Products

Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections.

In order to select the best Rare Beauty products, our editors conducted extensive research into the brand’s bestsellers, factoring in customer reviews, TikTok views, and items that regularly sell out. While Rare Beauty kindly sent our editors product to test, we also purchased directly through Rare Beauty’s site to assess shipping speed, packaging, and how the product is delivered. We then tested the most popular items on different skin tones and textures. During testing, we took notes on Rare Beauty’s product packaging, ease of application, and how the products wore throughout the day. Our list of the 9 best Rare Beauty products includes items that outperform others in their category. Learn more about us here.

The packaging our editors received after placing an order directly through Rare Beauty’s site.

Meet the Testers

Adam Mansuroglu is the Director of Commerce for Footwear News and WWD, overseeing strategy for shopping content on both brands, along with writing and editing shopping guides, product reviews, and shopping trend stories across fashion, beauty, home and lifestyle product categories for men and women. Prior to his current role, Mansuroglu was a fashion editor and stylist at Cosmopolitan Magazine, Style Editor at, and Senior Style and Gear Editor at Men’s Health Magazine. Mansuroglu has been tapped as a shopping expert for editorial websites such as Wirecutter, and his writing has also appeared in Out Magazine, Esquire and other publications. Mansuroglu is always testing brow and lip products, including options from Rare Beauty.

Olivia Cigliano is a Commerce Writer & Producer at Footwear News and WWD where she writes shopping content across fashion, beauty, footwear, TikTok style trends, and more. Cigliano received her bachelor’s degree in journalism from Emerson College, and her byline can be found in publications including Elite Daily and CR Fashion Book. She is currently based in New York City, where she regularly tests beauty products, including many from celebrity lines like Rare Beauty, for consideration in WWD Shop content.

beauty editor applying Rare Beauty eyebrow gel, a best Rarre Beauty product

WWD Shop Editor Olivia Cigliano tests Rare Beauty’s Brow Harmony Flexible Lifting Gel in our New York City office.

WWD/ Adam Mansuroglu

Meet the Author

Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over six years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested hundreds of products during her time as an editor, so she’s well-versed in selecting the products, including top options from Rare Beauty, that make a meaningful difference in your makeup routine.

This post was originally published on this site