Selena Gomez’s Rare Beauty is launching its Soft Pinch Tinted Lip Oil, $20, in eight shades. 

Over the past few years, lip oil has turn out to be a fan favorite beauty product, especially on social media — videos tagged #LipOil on TikTok have 1 billion views — and other brands, including Hermès and Nyx, have launched their very own versions throughout the past yr. 

Given consumer interest, lip oil was all the time on Rare Beauty’s product launch roadmap. 

“Lip oil is unquestionably a category our community has been asking for since launch, but we didn’t wish to rush a product to market just to fulfill a selected trend,” said Rare Beauty chief executive officer Scott Friedman. “On this case, our product development team spent a substantial period of time working on an modern formula that Selena fell in love with, and once we knew we had something special, we made the choice to bring it to market. The product itself is what drives the business strategy.” 

In launching the product, Gomez, who recently became the most-followed woman on Instagram, was inspired by the important thing aspects of the brand’s bestselling Soft Pinch Liquid Blush, $23 — videos tagged #RareBeautyBlush on TikTok have garnered 1 billion views. 

“Soft Pinch Liquid Blush has turn out to be one among our bestselling products and it was so well received by our Rare Beauty community so I knew that I wanted to increase the family with one other colourful, highly pigmented formula. The liquid blush was a giant inspiration from the packaging, to the ultimate effect of adding a flush of color that’s really comfortable to wear,” Gomez told WWD.

Rare Beauty’s chief product officer Joyce Kim doubled down on the importance of launching an intensive shade range, noting that oftentimes it could actually be difficult to formulate a big selection of colours in relation to lip tints and oils. 

“But similar to the remainder of our assortment, once we take into consideration product innovation, making a wide selection of shades that might be flattering for any skin tone is a top priority,” she said. 

Apart from the shades, the team focused on texture as a key differentiator for the product, which is formulated with jojoba seed oil and sunflower seed oil to offer hydration and protection. 

“It’s different from other lip oils in the marketplace since the texture is unlike anything I’ve experienced in a lip oil. It applies as a jelly texture, but transforms right into a hydrating lip oil that feels nourishing,” Gomez said. The “Only Murders within the Constructing” star noted she enjoys applying the product over the brand’s Kind Words Matte Lipstick, $20, or the Kind Words Matte Lip Liner, $15. 

The brand noted that this launch is just one among several to return over the following few years, as they aim to innovate within the category.

“We’ve been working closely with Selena on some compelling latest projects, not only through 2023 but all the way in which out through 2025, so there will certainly be more products coming from Rare Beauty each season,” Kim said. 

Industry sources estimate the lip oil could garner greater than $30 million in retail sales its first yr.