Selena Gomez celebrated the launch of her brand Rare Beauty’s soft pinch luminous powder blush in New York on Saturday.

The 31-year-old singer looked stunning as she donned an all pink ensemble that consisted of a dress with light floral pattern and a matching baby pink coat over her shoulders.

She wore her brown locks loose in a slightly side parted style with volume in the back giving a sixty’s-esque appearance.

The Wizards of Waverly Place actress paired the look with pink heels and silver jewelry as she posed with her latest product.

Also at the pink themed party were influencers like Jaeda Marie, Alessya Farrugia, and Pearse Renfree.

Selena Gomez celebrated the the launch of her brand Rare Beauty’s soft pinch luminous powder blush in New York on Saturday

The 31-year-old singer looked stunning as she donned an all pink ensemble that consisted of a dress with light floral pattern

The pop star showed off the latest addition to her beauty brand that included six shades of power blush.

Her brand previously only carried a few shades of liquid blush.

At the event, attendees got to preview the product before it hits shelves and tested it out for themselves.

Many wore pink in support of the popstar turned business owner.

Just last week Gomez posted a TikTok showing her silly side as she posted herself showing her fans the latest blush additions.

In the clip, she showed off one of the power blushes as she wrote, ‘Me when I add a new product to the Rare Beauty collection you all ask for,’ over an audio that laughs and says, ‘Again.’

She penned in the caption, ‘Clearly SUPER serious about my new @RareBeauty Soft Pinch Luminous Powder Blush. No, but I’m actually so excited for you guys to finally try it.’

Each blush compact totals to $26 and comes in a six shade range with 2.8 grams of product.

She wore her brown locks loose in a slightly side parted style with volume in the back giving a sixty’s-esque appearance

The Wizards of Waverly Place actress paired the look with pink heels and silver jewelry as she posed with her latest product

Selena spoke to the crowd inside

She was seen arriving to the event

It is currently being sold exclusively in Sephora retailers.

‘This venture was about Selena’s perspective on beauty that was different than everything else out there, especially at a time where celebrity-founded brands were really being scrutinized and questioned for authenticity,’ said Chief Product Officer Joyce Kim.

‘Getting to know Selena as a person, everything she does is with her heart and with good intention and wanting to portray herself in the way that she truly is. And that came out in the product too,’ she told Beauty INC.

The brand’s Chief Marketing Officer gushed over the star’s heart and dedication to the makeup she is developing.

‘From a product side, liquid blushes are a hard sell. But watching her apply makeup and how it was transformative…to see her face brighten up, here we are, three years later and it’s our number-one franchise and continuing to grow and we’ve become this blush brand on TikTok and every other platform,’ she said.

Selena founded the brand in 2019 before launching it in North America in 2020. Last year the company sold around $70 million in just the blush category alone according to Bloomberg.

Last year, they sold 3.1 million units of the fan-beloved blush, which she frequently promotes on her social media.

Rare Beauty is also on pace to triple last year’s sales. Since launching the brand, Gomez has further expanded to three dozen countries.

Gomez’ brand appears to be booming while a number of other celebrity makeup brands have not stood the test of time

Selena posed with fans inside

Selena posed with her Rare Beauty PR and influencer team

Also at the pink themed party were influencers like Jaeda Marie, Alessya Farrugia, and Pearse Renfree

The pop star showed off the latest addition to her beauty brand that included six shades of power blush

Attendees got to preview the product before it hits shelves and tested it out for themselves

Rare Beauty is praised for having moderately priced products of good quality.

Selena has also been able to tap into the makeup trends on her social media and help her products go viral.

Justin Bieber’s ex also included a worthy social cause at the root of her brand: mental health advocacy.

Rare pledged to raise $100 million for mental health.

In 2020, Gomez told Forbes that she felt society is often flooded with imagery that ‘makes people feel less than or the need to achieve a perceived perfection, which is absolutely unattainable.’

‘I have been open with my own personal mental health struggles and have seen myself affected by feeling less than. Through my openness, I have heard from many young people over the years struggling as well and so this is something very close to my heart.’

Guests were seen enjoying the event

DJ Kittysayword made sure the guests had a blast with the right music

The brand is continuing to branch out, rolling out new products like gel eyeliner.

Rare Beauty is exclusively sold at Sephora, with other popular products including the Liquid Touch Brightening Concealer for $22, the Lip Soufflé Matte Lip Cream for $20, the With Gratitude, Dewy Lip Balm for $16, and the Positive Light Liquid Luminizer Highlight for $25.

The Disney alum is also the co-founder of Wondermind, a startup dedicated to improving mental health, which was valued at $100 million last year.

Gomez has also formed partnerships with brands like Puma SE and executive produced shows on Netflix and HBO Max.