Beauty

Exclusive: Inside Rare Beauty’s plan to own the blush category

By Sara Spruch-Feiner

Mar 27, 2025

When Rare Beauty launched toward the end of 2020, it did so with 150 SKUs. At the time, there was no way of knowing that its $25 Soft Pinch Liquid Blush would become iconic and one of TikTok's first truly viral beauty products. Fast forward to 2025, and the brand launched its fourth blush, the $27 Soft Pinch Matte Bouncy Blush, on Thursday.

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