Selena Gomez’s Rare Beauty, Dior Among Top 10 Blush Brands at Sephora

Who’s winning Sephora’s blush business?

Perhaps unsurprisingly, Selena Gomez’s Rare Beauty — credited by many for sparking the initial, 2022-era blush craze with its viral Soft Pinch liquid formula — ranks as the number-one blush brand at the prestige beauty retailer, accounting for 26.16 percent of its total blush sales, according to YipitData.

More recent launches are driving momentum for other brands, too, though — while also propelling Sephora’s blush business by 13 percent in 2024.

For instance, Milk Makeup shot up five ranks thanks to its buzzy Cooling Water Jelly Tints, while Lady Gaga’s Haus Labs entered the top 10 for the first time due to the popularity of its relaunched Color Fuse powder blushes, as well as the introduction of its Lip & Cheek Blush Balm Sticks.

Per YipitData — which analyzes performance based on first-party data; web-scraped and email receipt data, and data licensed from third-party providers — even though Haus Labs only accounts for 3.02 percent of Sephora’s blush sales, it has the highest repeat purchase rate in the category. (Rare and Patrick Ta, too, perform well by the metric.)

In all, roughly 13 brands comprise 80 percent of blush sales at Sephora, a dynamic which “has remained unchanged year-over-year despite new entrants in the category,” said a YipitData spokesperson.

It is an emerging trend, however, that “in 2024, new skus were responsible for driving all of the category’s year-over-year growth. This marks a shift from previous years, when pre-existing skus also contributed to overall category growth,” said the spokesperson, adding that even though blush continues to grow at Sephora, that growth is beginning to temper versus 2022 and 2023 growth rates.

The top 10 blush brands at Sephora, per YipitData.

2. Patrick Ta

4. Benefit Cosmetics

5. Saie

6. Nars Cosmetics

7. Makeup by Mario

8. Merit

9. Haus Labs

10. Dior