Dot, Blend, Done: Inside Rare Beauty’s Latest Campaign
Rare Beauty knows how to grab attention, and their Soft Pinch line has been that girl since day one. You’ve definitely seen the gold-capped Soft Pinch Liquid Blush all over your feed — it’s iconic for a reason. It’s been a staple since launch, and now Rare Beauty is back with a new drop: Soft Pinch Liquid Contour. The vibe? Effortless. “Dot ➡️ Blend ➡️ Done ☑️.”
The Campaign Refresh
For the first time, Rare Beauty shifted focus from its founder, Selena Gomez, and brought in six creators to share the spotlight. It’s inclusive, but in a way that feels real — not performative.
The lineup includes Daus Mendoza, Anastazia Dupee, Tatyana Lafata, Vidya Gopalan, Lisa Joy, and Melinda Berry. Carefully selected, these creators align with Rare Beauty’s whole mission of embracing individuality. As Jessica White, Rare Beauty’s VP of PR and influencer marketing, put it: “We look for people who are rare, inside and out.”
Why It Works
Rare Beauty has always understood TikTok culture. Remember when the Soft Pinch Liquid Blush went viral? At first, people were struggling with how pigmented it was (blush disasters everywhere), but those “oops” moments turned into teachable ones.
The result? The product became a best-seller, driving 26.16% of Sephora’s total blush sales.
For the Liquid Contour launch, the brand let creators lead the conversation. The brand knew that TikTok thrives on authenticity, so they leaned into creator-driven content instead of polished ads.
The results from their TikTok strategy speak for themselves:
16% longer watch times on creator content compared to branded posts.
18% of campaign views came from TikTok ads featuring creators.
98% of campaign conversions were driven by creator content.
The Takeaways
Here’s what Rare Beauty’s campaign is teaching us about marketing right now:
Diversify your strategy. Don’t rely on one platform or one type of content. Rare Beauty’s success proves the power of creator-led campaigns across multiple touchpoints.
Authenticity wins. Audiences are too smart for fake vibes. Work with people who genuinely connect with your brand.
Make it easy. People love a product that doesn’t feel complicated. Show them how it fits into their routine without the fluff.
Rare Beauty has been a brand on our radar from the beginning, and we can’t wait to see what they come up with next.