Selena Gomez is enthusiastic about her company, Rare Beauty. Rare Beauty is excited about Soft Pinch Liquid Blush. Three Soft Pinch Liquid Blush shades were recently presented through an enthralling pop-up experience. This September 2025 event took place in West Hollywood, CA. The company held another pop-up promotion in 2023 in New York City. The product featured in this promotion was the Soft Pinch Tinted Lip Oil. The intricately arranged event took place in Times Square.
The company has been in existence for five years. Besides its notable pop-ups, Rare Beauty is known for thoughtful business practices. The beauty company encourages positive self-awareness. The company also has a nonprofit component focusing on education and mental health. The nonprofit works to benefit young people around the world. Selena Gomez and her dedicated team collaborate to ensure this company is worth celebrating.
About Rare Beauty
Rare Beauty has been part of the beauty world since 2020. The company is influenced by the ideas of Selena Gomez. Gomez founded the company. Her input is essential, and she collaborates with a diligent team. The company’s CEO is Scott Friedman. Friedman states in Forbes: “Selena is actively involved in the brand’s mission.” Gomez offers thoughtful points of analysis of trends in the beauty industry. Her business acumen is appreciated by those working with her at the company.
The chief impact officer of Rare Beauty is Elyse Cohen. In Forbes, Cohen discusses Rare Beauty’s business approach. One key component of the beauty brand’s ethos is fostering confidence. Cohen highlights an emphasis on “empowering consumers to embrace who they are.” Another component of Rare Beauty’s overarching vision is helping others. For instance, the company runs the Rare Impact Fund nonprofit organization. This nonprofit organization aims to have an impact worldwide by helping young people. Forbes states the organization is “dedicated to expanding access to mental health services and education.”
Recent Pop-Up Experience Concept
In September of 2025, the beauty company held a pop-up experience in California. The pop-up took place in West Hollywood. The experience was available for people for two days: September 13 and 14. It was created in collaboration with Shopify. This pop-up took note of a moment in Rare Beauty’s history. According to Forbes, this event “was developed in celebration of the company’s five-year milestone.”
The event presented three variations of Real Beauty’s Soft Pinch Liquid Blush. Spirited, Adore, and Resilience are the shades of this blush that were featured. Katie Welch works at Rare Beauty as the chief marketing officer. According to Welch, this event involved an “immersive world centered on… Soft Pinch Liquid Blush.” People could make purchases at the event. Additionally, people attending the event were provided gifts and amenities. These included goodie bags with sample products. The interactive event prompted engagement on social media. Forbes states: “The brand shared that the pop-up resulted in 697 social media posts.”
Another Pop-Up Example
The beauty company also held a pop-up experience in 2023. According to CosmeticsDesign, “Outform partnered with celebrity Selena Gomez’s cosmetics brand Rare Beauty.” Outform is a company that helps brands innovate ways to connect with customers. In this case, Outform and Rare Beauty created a pop-up event in New York City. Times Square was the event location.
The product featured at this event was the Soft Pinch Tinted Lip Oil. The pop-up was split into zones. Two of these areas were outer zones. These outer zones were designed to facilitate social media interaction. After visiting these outer locations, people could venture into the center of the entire pop-up space. Outform describes this area as “the lip oil experience playground.”
Company Overview
Rare Beauty is an innovative beauty company. The company’s mission, for instance, pushes the beauty industry forward in two ways. One way is by encouraging people to find inner confidence. Another way is through actively providing access to resources to young people who need them. This beauty company also prioritizes creating pop-ups that are engaging. These events draw customers in and allow them to interact with featured products. They also provide environments that encourage social media involvement.
