Selena Gomez announced a new Rare Beauty launch on Instagram this week, and it’s arriving fast. The Soft Pinch Lip Oil Sticks drop on July 7, 2026.
The product blends three formulas into one. Gomez put it simply in her post: “basically a lip oil, gloss, and lipstick in one.” It comes in eight shades and will be sold at Sephora and Ulta Beauty.
The Soft Pinch name carries a lot of goodwill. The brand launched in 2020, and the Soft Pinch Luminous Powder Blush became a standout right away. It earned a devoted following for its buildable color and airy feel. That blush is still one of Rare Beauty’s best-loved products. The product family has grown. It now includes bronzers and other complexion pieces. Adding a lip product under that same name feels like a warm, logical step.
The three-in-one format is genuinely clever. Lip oils have been a beauty staple for the past couple of years. They’re comfortable, they look glossy without feeling sticky, and they’re easy enough for everyday wear. The issue is that oil formulas tend to be sheer. For real color, you usually need a proper lipstick. Those can feel drying. Rare Beauty’s approach is a single formula. It covers all three at once. That’s not easy to pull off.
The response to Gomez’s announcement has been warm. The Instagram post collected close to 788,000 likes. The product doesn’t even hit shelves until Monday. That kind of pre-launch enthusiasm is a good sign.
Rare Beauty has been one of the more thoughtfully built celebrity beauty brands of recent years. Gomez started it with the goal of making beauty feel more inviting and less about correcting what’s already there. The brand is known for wide shade ranges and genuinely wearable formulas. It also supports the Rare Impact Fund. The fund works to expand mental health access for young people. That mission has always been a real part of the brand’s identity, not just a footnote.
The Soft Pinch Lip Oil Sticks will launch in eight shades. Specific shade names haven’t been revealed yet. More details should follow before July 7.
Both Sephora and Ulta Beauty will carry the new product from day one. Having two major retail partners means the launch will be easy to find. In-store or online, you’ve got options.
The launch is almost here. For Soft Pinch fans, Monday is going to be a good day.
