Selena Gomez’s Makeup Routine That Went Viral

This data-led review breaks down the viral routine and what U.S. shoppers should expect. We test performance, shade range, and real-world wear so you can shop smarter.

Rare Beauty launched on September 3, 2020, and has grown into a high-impact beauty brand sold online and at Sephora across North America, Europe, Asia, and the Middle East. The line is vegan and cruelty-free and began with 48 foundation shades to support inclusive matching.

As of 2024 the company topped major sales milestones and now channels a share of revenue to the Rare Impact Fund, a $100 million commitment to mental health. That mission adds purpose beyond the vanity.

In this review we’ll evaluate each step—base, blush, glow, brows, lips, and lashes—using shade matching, day-long check-ins, and comparisons to competing formulas. Expect clear pros, cons, and pro tips for beginners and pros, plus buying notes on best-sellers and where to shop in the U.S.

Key Takeaways

• We offer an objective, step-by-step test of the viral routine for real wear and photos.
• Rare Beauty emphasizes inclusion with 48 foundation shades and vegan, cruelty-free formulas.
• Expect clear buy vs. sample guidance and lists of U.S. availability, including Sephora.
• Results include verdicts on comfort, finish, longevity, and how products photograph.
• The Rare Impact Fund links purchases to mental health funding, adding social value.

Why Selena Gomez’s Viral Routine Matters Right Now

When social buzz meets retail momentum, shoppers act fast. Time named Rare Beauty among 2024’s most influential companies, and that recognition pushed the routine from social feeds into real carts across the U.S.

U.S. shoppers want quick, flattering looks that photograph well for phones and professional settings. They also look for inclusive shade ranges, easy application, and dependable wear for work, events, and travel.

Retail signals matter: the brand’s strong performance at Sephora and online means frequent restocks, giftable sets, and clearer availability for busy buyers.

• Virality usually equals more tutorials, community feedback, and consistent application results.
• The brand’s mental-health focus adds purpose-driven appeal for American shoppers.
• The routine is approachable for casual users and satisfying for beauty enthusiasts who want blendable, high-impact finishes.

We’ll help you sort best-sellers vs. new products, flag online-only drops, and suggest buys for holidays, weddings, and travel — plus when to watch stock alerts.

Quick Take: The Products She Swears By and What They Do

This quick overview names the core Rare Beauty items and explains what each does on the face.

At-a-glance: base, blush, glow, brows, lips, lashes

Foundation and concealer create an even canvas for photos and real life with a weightless feel.

Liquid blush adds instant, high-pigment color—Soft Pinch Liquid Blush became a TikTok staple for delivering that signature flush with a dot.

Luminizer builds a customizable sheen for camera-friendly highlights without heavy texture.

Defined brows and a universal-leaning mascara give structure and lift, framing the face cleanly in photos.

• Must-have: base, blush, brows/lashes — highest impact per minute.
• Nice-to-have: luminizer and layered lip options for event-ready looks.
• Finishes: weightless base, high-pigment blush, and buildable glow.
• Lip pick: comfort-matte formulas offer long wear with soft feel.
• Accessibility: ergonomic packaging and easy-open caps aid grip and application.
• Try in-store: foundation shades and lip colors; buy online confidently for blush, luminizer, and mascara once you know your match.

Pairing tip: for office minimalism, stick to a sheer base and a dot of blush; for events, add luminizer and defined brows. Deeper reviews for each category follow in the next sections.

Brand Snapshot: Rare Beauty by Selena Gomez

Rare Beauty moved fast from launch to mainstream retail. Since the September 3, 2020 debut, the label expanded from an online start to wide global distribution at rarebeauty.com and Sephora stores across the U.S. and beyond.

Company profile and credentials

The company is headquartered in El Segundo, CA, and built its identity on accessible formulas. All core products are vegan and cruelty-free, and the line uses sustainable touches in packaging that appeal to conscious shoppers.

Growth, recognition, and mission

Valuation and sales underline momentum: the firm topped $400 million in net sales for the 12 months to February 2024 and passed a multi-billion dollar valuation by 2025. Time named it one of 2024’s most influential companies.

The Rare Impact Fund commits to raising $100 million for mental health. The fund’s model channels a share of annual sales into grants and programs, linking purchases to measurable social impact.

“Purpose and product together drive trust and repeat purchases.”

• Major awards: WWD Beauty Inc Startup of the Year and a Webby for social presence.
• Accessibility-first packaging has been tested with individuals with upper-extremity disabilities.
• Social virality around key SKUs speeds shade expansions and restocks, and Sephora’s U.S. footprint supports in-person shade matching and easy returns.

Base Routine Review: Foundation and Touch Brightening Concealer

We evaluated how the Liquid Touch base products perform across everyday conditions: shade matching, wear, and photo lighting. Below are straightforward findings and practical tips for building a durable, natural-looking base.

Liquid Touch Weightless Foundation: shade range and finish

The foundation feels light and blends quickly. Coverage is buildable from sheer to medium without looking cakey.

With 48 shades at launch, matching is precise for many undertones. Expect mild oxidation on some formulas by midday; test in daylight before buying.

Application note: fingers warm the formula for fastest blend; a dense brush gives medium coverage; a damp sponge yields the most seamless, diffused finish.

Liquid Touch Brightening Concealer: coverage, brightening, crease test

The brightening concealer lifts dark circles without heavy deposit. It offers medium coverage and a luminous, light-reflecting finish that photographs well.

Crease resistance is strong on well-prepped under-eyes. For dry skin, add a hydrating primer; for oily zones, set lightly with translucent powder.

• Transfer & photo behavior: modest transfer with mask friction; holds up in flash and daylight when set.
• Mixing tips: use a dot of concealer to warm cool foundations or neutralize seasonal tone shifts.
• Setting strategy: powder for oily/combination skin, setting spray for dry skin to avoid heaviness.
• Troubleshooting: for dry patches, exfoliate and use a cream primer; for T-zone separation, apply thin layers and spot-set.

Viral Moment: Soft Pinch Liquid Blush Performance Test

A single dot of Soft Pinch often delivers more color than you expect. The product went viral on TikTok in 2022 and the brand reports it sells every four seconds. Lightweight, layerable, and long-lasting, it creates that signature flushed look with minimal effort.

Why “a dot is enough”: pigment, blendability, longevity

One fingertip dot spreads far on bare skin and over a set base. Pigment blooms quickly, so start small and build.

On matte shades the texture blends faster; radiant tones need slightly more buffing to avoid streaks. Wear holds through a standard workday with light touch-ups for collars or high-friction areas.

Soft Pinch vs. other liquid blushes: payoff and learning curve

Compared with common drugstore liquids, the pinch liquid delivers richer payoff but a short learning curve — users adapt after one or two applications.

Best-selling status: sold every four seconds

Shade notes: pick cool-leaning pinks for fair skin, neutral peaches for mid-tones, and deeper berry/warm terracotta for rich complexions.

• Tools: fingers for speed, brush for diffusion, sponge for soft focus.
• Layering: pairs with luminizer without lifting foundation.
• Mini-fix: blot then re-dab to correct overapplication.

Glow Goals: Positive Light Liquid Luminizer Highlight

The Positive Light liquid delivers a buildable sheen that pairs cleanly with Rare Beauty’s liquid base and blush. Texture reads as a thin, creamy fluid that spreads easily and dries to a natural, skin-like finish.

Applied over an unset base, the light liquid luminizer blends into foundation for a soft, dewy glow. Over a set base it sits more on the surface and offers a brighter, event-ready flash. Dry-down is quick but forgiving—work in small dots and blend fast for the best meld.

Sheen options range from subtle glass-skin radiance to a bolder, camera-friendly highlight. Tests over Soft Pinch show the luminizer smooths edges and can lift blush color without shearing it away when layered gently.

• Shade notes: cool champagne for fair, warm peach for mid-tones, and warm gold/bronze for deep skin—none showed an ashy cast in testing.
• Application: fingers give control on cheekbones and cupid’s bow; a small, tapered brush refines brow bone placement.
• Longevity & photography: glow fades evenly on normal skin; on textured or acne-prone skin, dab lightly and set with a mist to avoid pore concentration. Photographs well with and without flash across warm and cool lights.

“A tiny dot blended outward gives the most natural result—save heavier layers for evening.”

For daily wear pick neutral, versatile shades; reserve the stronger metallics for special occasions. Pair with a setting spray to meld products into the skin and extend wear.

Brows and Lashes: Strokes and Harmony in Action

A crisp brow and lifted lashes can change how the entire face reads in photos and daylight. Rare Beauty’s tools focus on easy-to-apply definition and all-day hold so you spend less time fussing and more time wearing the look.

Perfect Strokes Universal Volumizing Mascara: lift and wear

Perfect Strokes Universal delivers visible lift and separation with a curved brush designed to catch root to tip. Tests showed good separation on most lash types and minimal clumping when applied in one thin layer.

Smudge resistance held through a full workday and light humidity. Removal is straightforward with standard oil-based or gentle cream cleansers and did not leave flaky residue.

Contact lens wearers: reported no significant irritation in our trials, though those with sensitive eyes should patch-test first.

Brow Harmony Pencil & Gel: definition, hold, shade flexibility

Brow Harmony pairs a smooth pencil with a medium-hold gel. The pencil glides with fine pigment control for both sparse and full brows, letting you feather microstrokes or draw a soft shape.

The gel sets arches without stiffness and resists midday collapse in light rain. Shade options lean natural—pick a tone slightly cooler than hair color for a lifted look, or match warmer if you prefer softness.

• How they frame the face: balanced brows and lifted lashes anchor strong blush or lip looks without competing.
• Quick routines: one-swipe mascara and a few pencil strokes for everyday; pencil fill + gel for event-ready arches.
• Value comparison: competitive with other leading mascaras and brow duos on lift and ease-of-use.

“Tiny strokes and light layering give the most natural, photo-friendly finish.”

Lip Looks: Soufflé Matte Cream and High-Shine Impact

Lips finish a look; the right formula balances comfort and camera-ready color. Rare Beauty’s Lip Soufflé collection offers a soft, velvety option and an online-only high-shine duo that donates 100% of sales to the Rare Impact Fund.

Comfort-matte verdict

The lip soufflé matte feels lightweight and breathable. On well-prepped lips it blurs fine lines and reads smooth in photos.

On dry lips it can emphasize texture. Exfoliate, hydrate, and blot before application for the best payoff.

Wear, transfer, and shade picks

The matte cream lipstick wears similarly to a soft-stick bullet: even fade, minimal patching, and easier mid-day refresh than many liquid mattes.

Transfer is moderate on cups; mask transfer is low when set. Reapply by tapping a tiny amount into the center and blotting.

High-shine duo and styling tips

The limited-edition high-shine shades are online-only and support the Rare Impact Fund. Shop early—these sell out fast.

• Everyday neutrals: warm nudes and soft peaches.
• Statement reds: true reds with satin depth for photos.
• Editorial tones: deep berries and brick for evening shots.

Application & travel notes

Prevent settling by lining lightly and using thin layers. For soft edges, blend with a fingertip or a small brush.

Store away from heat to avoid texture shifts during travel. Quick prep: exfoliate, apply balm, blot, then layer the matte cream for lasting comfort.

Tools That Make It Foolproof: Foundation Brush and More

Well-chosen tools can shrink your routine time and raise the finish from ‘okay’ to photo-ready. Rare Beauty’s tools are made to complement lightweight liquids and creams for seamless blending.

Choose a foundation brush when you want controlled coverage and speed. Use a dense, flat-top for buffed medium coverage. Reach for a damp sponge to sheer and diffuse, or fingers to warm product into the skin for the most natural melt.

For blush and luminizer, a small tapered brush prevents lifting the base. A fluffy, angled brush gives diffused color without tugging. A tiny tapered brush works for targeted highlight and cupid’s bow.

• Cleaning cadence: deep clean brushes weekly; quick rinse of sponges after each use.
• Ergonomics: Rare-brand handles are slightly thicker for better grip and precision during quick edits.
• Travel kit: mini foundation brush, small tapered blush brush, spoolie, and a compact sponge.
• Storage: store bristles upright in a ventilated case to protect shape and hygiene.

Brushes smooth the finish of Liquid Touch foundation and concealer when used in light, circular motions. To avoid streaking, apply thin layers, blend outward, and press product into skin with a sponge tip for a skin-like meld.

Beginner alternative: start with fingers plus one small brush. The right tool cuts routine time without losing polish, so invest in a few quality items and keep them clean for the best long-term results in beauty and daily makeup routines.

Shade Matching Made Easy: Find Your Best Shade

Match Me walks you through a three-step flow to land your color across six tone families: light, light medium, medium, medium tan, medium deep, and deep.

Light to deep: three-step “Match Me” approach

Step 1: identify your general family by comparing jawline swatches in natural light.

Step 2: check undertone cues—veins, jewelry preference, and how white fabric reads against your skin.

Step 3: confirm by photographing small swatches on the face and neck in daylight and indoor light to verify the match.

• In-store translation: use the app result and test two adjacent testers on the jaw for a fail-safe match.
• Season tips: mix two nearby shades when skin tans; use a lighter touch in winter.
• Concealer note: pick a touch brightening, half-shade lighter for under-eye without stark contrast.
• Color-correction: neutralize surface redness with a small green-leaning primer, then apply your true-toned base.
• Product harmony: Soft Pinch and light liquid luminizer blend best when your base shade stays consistent across the brand.
• Common fix: if olive tones pull warm, add a cooler concealer or mix a neutralizer to balance.

Wear-Test Results: From Application to End of Day

We tracked wear from first dot to nightfall to show how the routine performs in real life. Timed notes focus on oxidation, transfer, and how color holds on different skin types. Tests used Rare Beauty core basestays—Liquid Touch and Brightening Concealer—plus Soft Pinch liquid blush and a light luminizer.

All-day check-ins: oxidation, transfer, and fade

Application: fresh finish, even tone, no immediate patching.

4 hours: slight oxidation on some deeper shades; minimal transfer on cups and phones.

8 hours: medium fade on cheeks when not set; blush stayed notably pigmented for longer.

12 hours: foundation thinned in high-friction zones but remained comfortable.

Skin types considered: dry, combo, oily

Dry skin: cheeks can look drier by hour eight—add a hydrating mist or skip heavy powder.

Combo/oily: T-zone needed spot-setting to control shine; oil broke base slightly by hour twelve.

Real-world scenarios: office, events, and photo lighting

Air-conditioned offices held product better; warm events increased surface sheen but not streaking.

Under daylight and warm indoor light the face read natural; direct flash kept color true with minimal flashback.

• Brightening Concealer: minor creasing after eight hours—prevent with a thin powder layer.
• Soft Pinch / liquid blush: exceptional pigment and longevity; blends but does not migrate.
• Tools: setting spray beats heavy powder for dry skin; powder helps combo/oily types.
• Brows & mascara: held through humidity with minor smudge on extreme heat.

Quick refresh: blot oil, re-dot a tiny blush point, and mist to meld layers without redoing the base.

Overall: the brand’s formulas are lightweight, layerable, and wear well across common U.S. scenarios. Comfort and durability score high when you tailor setting steps to your skin type.

Who It’s For: Skin Type, Style, and Skill Level

Designed for everyday users and pros alike, the line adapts to simple and sculpted looks. Rare Beauty aims for approachable tools and formulas that work across a wide range of skin types.

Dry skin benefits from hydrating prep and radiant finishes; add a mist or cream primer before foundation for smooth blending. Oily skin should use thin layers and targeted setting in the T-zone to keep a long-wear matte effect.

Styling scope: the routine suits soft, fresh daytime looks and builds to elevated evening glam with a few added layers.

• Beginner-friendly: apply foundation with fingers, dot blush, blend outward, set the T-zone—fast and forgiving.
• Time-saving shortcuts: mix a tiny luminizer into foundation for instant glow; use one brush for blush and highlight to speed up routine.
• Pro tweaks: mix Positive Light into base for sheer radiance or place blush slightly higher to sculpt and lift the face.

For sensitive skin, choose fragrance-free prep and patch-test new shades. Pay attention to undertones—cool, neutral, and warm cues keep color true-to-skin when selecting foundation and blush.

Texture choices: pick matte finishes for shine control and dewy picks when you want glow. The formulas are forgiving for users still mastering blending and the packaging includes accessible features tested with individuals with upper-extremity disabilities to improve daily use.

“The line scales easily from a five-minute natural face to a camera-ready, editorial look.”

Price, Value, and Sets Worth Your Cart

Value-driven sets often deliver the best per-item savings and a faster route to favorites. For U.S. shoppers, bundles reduce cost and let you test core formulas without buying full sizes one by one.

Bestsellers and online-only drops

Watch online exclusives. The brand’s limited drops include the high-shine lip duo that donates 100% of sales to the Rare Impact Fund and the “Worth the Trip” travel essentials set (join the waitlist — drops 11/3).

Travel kit: who it’s best for

The “Worth the Trip” set bundles travel-sized staples for short trips and carry-on routines. It’s ideal for frequent flyers, brides who travel, and those who prefer trial sizes before committing.

Wedding-ready curated set

A wedding-day set curated by selena gomez pairs a bestselling blush (soft pinch) with three set-only exclusives and a personal letter. It’s a meaningful splurge for brides and bridal parties.

Cart-building, gifting, and returns

• Smart trio: core base + blush + lip gives max versatility per dollar.
• Gifting tip: choose neutral universal shades like a soft soufflé matte or a classic cream lipstick for wide appeal.
• Risk minimizer: sample in-store when possible, use online waitlists, and review return policies on online-only items.

Per-wear value: daily staples lower cost-per-use; occasional glam items deliver higher impact per event. Track restock alerts and join waitlists for high-demand drops to avoid missing limited releases.

Beyond Beauty: Rare Impact Fund and Accessible Design

This beauty line ties product performance to measurable social impact, making each buy more than cosmetic. Rare Beauty routes 1% of annual sales to the Rare Impact Fund and made a public $100 million commitment to expand mental health services and education.

How purchases help:

• Direct grants: funds support school programs and community mental-health nonprofits.
• Targeted impact: examples include counseling grants and youth education partnerships funded through the Fund.
• Limited-edition drops: select releases donate 100% of sales to these initiatives.

Accessible design that works

The “Made Accessible” initiative, developed with Casa Colina Research Institute, led to usability-tested updates. Packaging changes include spherical caps, matte finishes for grip, and ergonomic shapes to aid users with grip or dexterity challenges.

Why it matters: inclusive packaging reduces barriers, improves daily use, and builds loyalty. Shoppers who value ethics and function find that impact and performance coexist in this beauty brand.

“Design decisions improved usability without sacrificing aesthetic or performance.”

Where to Buy in the United States

If you want the fastest access to limited shades and sets, start at rarebeauty.com before checking other sellers. The site hosts online-only exclusives, restock drops, and philanthropic releases that sometimes aren’t available in stores.

RareBeauty.com exclusives

Shop the brand site for exclusive shades, special sets, and limited philanthropy items that fund the Rare Impact Fund. Join waitlists and enable restock alerts to secure high-demand pieces.

Sephora advantages and in-store strategy

Sephora is ideal for shade-dependent buys like foundation and matte lip shades because you can swatch, sample, and return easily. Use in-store testing for undertone checks, then buy online if an exclusive set is available.

• Restock tips: set email and app alerts; viral products tend to sell out fast.
• Shipping & perks: check free-shipping thresholds, rewards points, and seasonal delivery cutoffs for holidays.
• Same-day options: use curbside pickup or same-day delivery where offered to avoid wait times.
• Authenticity: buy from rarebeauty.com or Sephora only to avoid third-party markups and counterfeit products.

Build a smart cart: add must-haves now and save wishlist items for sales or restocks. Leverage Sephora events and rewards to stretch value on core products and seasonal bundles.

Pro tip: prioritize in-store shade matching for foundation, then grab exclusives and limited drops online to combine accuracy with availability.

Selena Gomez makeup: Final Ratings by Category

Below we rank each core category and give fast tips for real-world wear and shade checks. Scores reflect coverage, finish, longevity, and photo behavior. Use this as a checklist when you swatch or add to cart.

Base (Liquid Touch Weightless Foundation / liquid touch brightening)

Score: 8/10

Coverage: buildable from sheer to medium. Finish: skin-like, light. Longevity: 8–10 hours with targeted setting.

• Pros: wide shade range, natural finish, minimal flashback.
• Cons: mild oxidation on deeper shades; needs spot-setting for oily zones.
• Tip: test jawline in daylight and try a half-shade brighter concealer for under-eye correction.

Blush (Soft Pinch Liquid)

Score: 9/10

Pigment and blendability: award-winning payoff; one dot often suffices. Learning curve: brief—start small and build.

• Pros: long-wearing, vivid, layers well over base.
• Cons: overapply easily if you skip blending.
• Tip: use fingertips for speed, sponge for soft-focus finish.

Glow (Positive Light luminizer highlight)

Score: 8/10

Texture: thin and blendable. Photo performance: natural sheen that reads well with flash.

• Pros: buildable glow, no heavy shimmer.
• Cons: can emphasize texture if over-layered on uneven skin.
• Tip: dot sparingly on high points; set with mist for long wear.

Brows & Lashes (Brow Harmony Pencil Gel / Perfect Strokes Universal)

Score: 8.5/10

Brow duo: precise pencil gel control and medium-hold set. Mascara: lift and separation with minimal smudge.

• Pros: frames the face, holds in light humidity.
• Cons: very full brows may need extra layering.
• Tip: feather microstrokes with the harmony pencil gel, then set with the gel for all-day hold.

Lips (Comfort-matte options)

Score: 7.5/10

Comfort: breathable matte with even fade. Reapplication: simple—tap and blot.

• Pros: travel-friendly, comfortable feel.
• Cons: can emphasize dryness without prep.
• Tip: exfoliate and use balm before the matte for smooth wear.

“Pair base + one dot of blush + brow define for the most impact per minute.”

Everyday vs event: foundation, blush, and brow duo are everyday staples. Luminizer and bold lips are event specialists.

Final call: Buy core base and soft pinch liquid blush first. Swatch lips and foundation in-store when possible. Skip heaviness—favor thin layers and targeted setting to optimize wear across climates and skin types.

Conclusion

This routine sticks because it pairs fast payoff with thoughtful formulas that suit daily U.S. life.

Start with the base—Liquid Touch and the touch brightening concealer—then add Soft Pinch or pinch liquid blush and the Positive Light liquid luminizer for a cohesive, photo-friendly complexion. Soft Pinch sells every four seconds and remains a standout for instant color.

Finish with brow harmony pencil or perfect strokes mascara and a matte cream or lip soufflé matte for scaled looks from minimal to glam. Use Match Me and in-store testing across six tone families to nail your shade, and leverage the foundation brush for consistent application.

Buy with confidence: rare beauty blends performance and purpose—1% of annual sales support the Rare Impact Fund and select drops donate 100% of proceeds. Join waitlists, watch restocks, and build a cart that fits your lifestyle and long-term value.