From Rihanna's world-dominating Fenty Beauty to Rosie Huntington-Whiteley's Rose Inc –home of the world's best lip and cheek colour – there are plenty of celebrity make-up lines we're willing to invest in now.
In fact, the Famous Person Passion Project has done a full 180, shifting from a guilty pleasure to a serious proposition.
If there's one A-list line that we've been keen to get our hands on, it's Selena Gomez's much-loved Rare Beauty, which has been garnering rave reviews across the pond.
So, what should make it onto your Rare Beauty shortlist? You have plenty of options. Gomez has gone big with her beauty baby, treating us to a total make-up bag overhaul with everything from lip balms and lip creams, to weightless foundation and concealer (in a whopping 48 shades), and liquid blushers and eyeliners in-between.
Rare Beauty: The ELLE Review
But now, the specifics. We've delved deep into the line-up and can confirm there are a few stand-outs.
First, the one that's stealing the show over in the US. The Soft Pinch Liquid Blush does indeed live up to its reputation, sheering out to impart a luminous, pigmented veil of colour that really brings skin to life. It's hydrating and dewy, yet doesn't slip and slide on top of foundation. In terms of performance, it easily beats the most luxurious options on the market: if you treat yourself to one thing, make it this (while it's still in stock).
The Always An Optimist Pore Diffusing Primer is an unexpected favourite. While silicone-based primers are tricky to get right – so many leave a heavy, claggy film on the skin, this one strikes the perfect balance, which is no easy feat. It manages to smooth texture while feeling light and watery, and plays well with liquid foundation. However, true 'no-make-up' success comes from applying this one solo: it'll soak up oil, blur pores and prevent mid-day shine, creating a perfect working-from-home base.
Next, the Liquid Touch Brightening Concealer. This one just works. True to its name, it's a heavily brightening formula, and is so dense and creamy you can trust it to cover rosacea flares and acne scars as well as those pesky dark circles. A little goes a long way, so be sure to apply with a light hand.
Rare Beauty Positive Light Tinted Moisturiser
And finally, the Lip Soufflé Matte Lip Cream is genuinely outstanding. Sitting somewhere in-between a stain and a mousse, these clever colours deliver opaque, buildable pigment without the heavy, uncomfortable feeling of a dense liquid formula. There's no cracking, flaking or fading around the corners of your mouth. Draw them on precisely for a sharply defined look, or try smudging the edges for a beautiful diffused finish.
Now you've got your shopping list, all there is left to do is click quickly. This one will sell out.
Rare Beauty UK: The Details
Selena Gomez clearly knows exactly what we want from our beauty brands today: Rare Beauty is just the kind of joyful, colour-packed collection that really gets us excited now. The star herself describes it as 'Make-up made to feel good in, without hiding what makes you unique'.
Speaking to Interview magazine back in 2020, Gomez discussed the then-fledgling project with comedian and friend Amy Schumer, and succinctly summed up our collective attitude towards beauty today:
'I wanted to start a conversation about how can you make yourself feel great. It’s not necessarily about needing these things to make yourself feel beautiful. People of my generation have all this pressure to look a certain way, and I wanted to make a line that took away a bit of that pressure. I use real people in the campaigns.'
The brand's mission statement? '...to shape conversations around beauty, self-acceptance, and mental health. We want to help people get more access to support and services, and help people feel more authentically connected to one another and less alone in the world.'
As someone who has been publicly outspoken about her own struggle with mental health issues, it's clear Selena's move into the beauty industry has a personal significance.
Selena Gomez's Style: Every Single One Of The Singer's Sexy Yet Edgy Looks
