On July 7, Rare Beauty unveiled Soft Pinch Lip Oil Stick, the newest addition to its signature Soft Pinch collection. Rather than introducing an entirely new product family, the launch builds on one of the brand's biggest success stories, reimagining lip oil in a solid stick format while staying true to Rare Beauty's philosophy of effortless beauty and self-expression.
On July 7, Rare Beauty unveiled Soft Pinch Lip Oil Stick, the newest addition to its signature Soft Pinch collection. Rather than introducing an entirely new product family, the launch builds on one of the brand's biggest success stories, reimagining lip oil in a solid stick format while staying true to Rare Beauty's philosophy of effortless beauty and self-expression.
July 8, 2026
When Rare Beauty introduced the Soft Pinch collection, it quickly became synonymous with lightweight textures and natural-looking colour. With the launch of Soft Pinch Lip Oil Stick, the brand opens a new chapter for the franchise, translating the same effortless approach into a lip product that combines the comfort of a lip oil, the shine of a gloss, and the colour payoff of a lipstick in one sleek stick.
Instead of treating lip oil as a liquid product, Rare Beauty reimagines it in a solid format for cleaner, mess-free application. The lightweight formula delivers juicy, buildable colour while helping lips stay soft and hydrated throughout the day. Infused with apple seed oil and nourishing botanical oils, it strengthens the lip's natural moisture barrier - an approach that reflects the growing appetite for hybrid beauty products that blur the line between makeup and skincare.
The July 7 launch also highlights Rare Beauty's measured approach to innovation. Rather than chasing an endless stream of limited-edition releases, the brand continues to invest in one of its most successful product lines, allowing a familiar favourite to evolve into a more complete beauty ritual. It's a strategy that values longevity over novelty and reinforces the identity of Soft Pinch as more than a single hero product.
Beyond product innovation, the release also reinforces the values that have defined Rare Beauty since its debut. Founded by Selena Gomez, the brand has consistently championed authenticity, self-acceptance, and emotional well-being through initiatives such as Rare Impact, which helps expand access to mental health resources. Even as Rare Beauty introduces products like Soft Pinch Lip Oil Stick, that mission remains central: beauty should help people feel more comfortable in their own skin, not encourage them to become someone else.
To mark the launch, Rare Beauty is hosting immersive pop-up experiences in Los Angeles and Madrid, where visitors can discover all eight shades, including the campaign shade "Wish" inside a playful recreation of Selena Gomez's office. More than a product showcase, the events transform the launch into a community experience, reflecting the close relationship Rare Beauty has cultivated with its audience from the very beginning.
As Soft Pinch Lip Oil Stick joins the Rare Beauty lineup, its debut represents more than the arrival of another lip product. By reimagining something as familiar as lip oil, Rare Beauty demonstrates that meaningful innovation doesn't always come from starting over. Sometimes, it comes from thoughtfully evolving the ideas people already love - a fitting milestone for one of the brand's most iconic collections.
