Selena Gomez’s extremely popular (and often viral) beauty line Rare Beauty is expanding and the star herself is teasing the brand new products on — where else? — TikTok, of course.
TikTok has been a major hotspot for all kinds of buzzy beauty products; everything from drugstore favorites to luxury beauty products can go viral with the right video placement. Rare Beauty’s Soft Pinch Dewy Liquid Blush has been one of the most popular products to go viral as people have been using it as both an under-eye base and as a lipstick. Selena herself has used all sorts of Rare products on beauty ‘Tok, including a genius mascara hack, and now she’s showing off the brand’s upcoming launch, Kind Words Matte Lipstick and Matte Liners.
In the first video, set to Selena’s bestie Taylor Swift’s song “The Man,” Selena goes through a quick makeup routine with subtle contour and finishes it off with both a liner and lip from the new launch. In the second vid, a makeup artist applies liner to Selena’s peachy lips as she poses in a killer cat eye look.
Selena has shared a bit about the inspiration behind the new lip line, telling Glamour UK that the empowering names of the products comes from little notes she would leave for herself. “The inspiration was from the little post-its I’ve always loved to leave around for myself with positive affirmations – we call them Rare Reminders and they’re notes of self-love,” she explained. “It’s all about using kind words with yourself and with others, and the shades are all-powerful words that you could say to yourself or to a friend.”
The liners and lipsticks are designed to last for hours while still feeling comfortable. “This is really what we had in mind when creating these products – something that lasts all day and doesn’t move around,” Selena told Glamour UK. “The lipstick is so comfortable, and the liner lasts all day without feeling sticky.” She said she likes to layer the two together for an extra long-lasting look. “To make my lips last all day, I like to fill in my entire lip with the liner first because it’s waterproof, and then apply the same lipstick shade over top. Layering creates beautiful long wearing color.”
According to Selena, the Kind Words line has been a year in the making. She told Harper’s Bazaar that she and her friends have been testing them, even at a few high-profile awards ceremonies. Mixing and matching the liners and lipsticks is part of the fun. “I love this collection because every shade is wearable and perfect for an everyday look whether I’m mixing and matching or wearing the same shades,” Selena shared, noting that one of her fave duos is Kind Words Matte Lip Liner in Fun and Matte Lipstick in Lively.
The Kind Words lip line drops on July 7 and we have a feeling they’ll be very popular with the TikTok crowd. Until then, you can find us watching Selena’s skin care routines, makeup tutorials, and other fun TikToks.