What Selena Gomez and Demi Lovato's Rare Beauty Campaign Sells: A $50 Blush Bundle

Rare Beauty, the make-up and skin care brand founded by Selena Gomez, launched a campaign on Oct. 28, 2026 that pairs her with Demi Lovato. Titled "Still Making Each Other Blush," it is built around a limited-edition product called the Delena bundle.

The campaign is a commercial release as much as a reunion: it has a named product, a price, a sales channel on the brand's own website and creative drawn from the two performers' shared Disney Channel history. This article sets out what was announced, where it is sold and how the campaign was presented.

What Was Announced and When

Complex dates the launch to Wednesday, Oct. 28, 2026. Hypebae also gives Oct. 28 as the date of its campaign coverage, and Khaleej Times says the photos were shared that Wednesday.

NBC New York reports that Gomez marked the collaboration in an Instagram post on Oct. 29, with campaign photos alongside throwback snapshots from the friendship.

Cosmetics Business, publishing on Oct. 30, says the campaign was announced on Instagram and was accompanied by a new YouTube vlog featuring the pair. It describes the campaign as one that taps into beauty nostalgia by recreating moments from Princess Protection Program and The Demi + Selena Show.

The brand's own Instagram copy, as quoted by Cosmetics Business, runs along similar lines: "Royal responsibilities include making each other blush."

Hypebae describes the campaign as a celebration of nearly 25 years of friendship between the two.

The Delena Bundle: Shades, Brush and Price

The product at the centre of the campaign is a limited-edition set named Delena, after the combined name fans gave the pair, according to Cosmetics Business. Khaleej Times, citing Variety, says the nickname dates to their Disney Channel years.

Complex lists the full product name as the Delena Soft Pinch Liquid Blush Bundle. The set contains Rare Beauty's Soft Pinch Liquid Blush in two shades.

Hope is a nude mauve and is the shade Gomez wears in the campaign. Virtue is a beige peach and is the shade Lovato wears. Khaleej Times says the two shades were chosen by Gomez and Lovato themselves.

A Soft Pinch Blush Brush completes the set. Complex lists the brush as a free gift, and Hypebae describes it as a dedicated brush for the blush.

The price is $50, according to Cosmetics Business, Complex and Hypebae. Cosmetics Business and Hypebae name RareBeauty.com as the place to buy it, Complex says the brand's official website, and none names another retailer.

Cosmetics Business describes the Soft Pinch Liquid Blush as Rare Beauty's best-selling product.

Hypebae adds that both women highlight the blush's buildable pigments and strong colour impact.

The Creative: A Poster, a Vlog and a Tagline

The campaign looks back to the two performers' Disney Channel years. Khaleej Times reports that they recreated the poster for the 2009 film Princess Protection Program, copying the original poses and wearing updated versions of the blue and yellow gowns worn by their characters, Carter Mason and Princess Rosalinda.

NBC New York says they also recreated a vlog of the kind they posted together as children, for the first time in nearly two decades. The vlog revived their "Yo, yo!" introduction and included answers to fan-submitted questions. Tiaras feature in the imagery, and the pair revisit photos from their friendship and laugh about some of the moments that now make them cringe.

Khaleej Times places the original videos in The Demi and Selena Show, which the two filmed in 2008. In the new video, it reports, they revisit those memories and lip-sync to their duet "One and the Same" from the film.

NBC New York adds that the 2009 duet became a fan favourite after the film's release.

NBC New York gives the campaign tagline as "True friends know exactly how to make each other blush." Cosmetics Business reports that Rare Beauty's Instagram caption makes the same point: true friends do not just have your back, they make you blush too.

What the Two Said About the Shoot

Lovato, speaking to Elle as quoted by Complex, said she and Gomez have been friends since they were 7 years old, when they met on Barney. She added that it is good to be in a place where they can collaborate. She also said the friendship has gone through phases of close contact and of less communication, and that she has always loved and adored Gomez.

According to the Hypebae report, which cites the campaign press release, Lovato said the two have shared many memories since childhood. She said being together on set felt like being back in their old bedrooms, making YouTube videos and playing with make-up. Khaleej Times describes her remarks as calling the shoot a full-circle moment.

Hypebae also reports that Lovato said she has loved the blush formula since Rare Beauty launched.

Gomez said, per the same press release as summarised by Hypebae, that reuniting for the campaign was a reminder of their history and a chance to celebrate the women they have become.

On Instagram, NBC New York reports, Gomez described the friendship as a constant that has kept bringing her back to Lovato. She wrote that she is proud of what they have been through, and she closed by telling Lovato she loves her with all her heart.

Khaleej Times quotes Gomez's caption on the poster recreation as "Once a Princess, always a Princess."

Where the Campaign Sits in Rare Beauty's Year

The Delena release follows other brand marketing from Rare Beauty this year. Cosmetics Business notes that Off Campus actor Ella Bright was tapped for a tongue-in-cheek advert in July. A related Cosmetics Business headline says she was named the brand's first brand ambassador and anchors its "Made you Blush" campaign for the Soft Pinch Liquid Blush.

Cosmetics Business also cites outside measurements of the brand. Traackr, an influencer marketing platform, unveiled its list of top-performing US brands on social media based on creator marketing in February 2026, with Rare Beauty among brands reporting growth.

The SeeMe Index's annual Inclusivity Index for Beauty found Rare Beauty and Haus Labs leading on inclusivity. Cosmetics Business also notes that Rare Beauty was crowned 2025's most popular celebrity beauty brand and that the brand has released a second eau de parfum, Rare Beginnings.

Both performers also have recent music releases. NBC New York reports that each released an album in 2025. Gomez and Benny Blanco's I Said I Love You First reached No. 2 on the Billboard 200, and Lovato's It's Not That Deep debuted in the chart's top 10.

Khaleej Times adds that Gomez attended the opening night of Lovato's It's Not That Deep tour in Orlando in April.

The brand's founder appears in this campaign, wearing the Hope shade, and posted about the collaboration on her own Instagram account. Sales run through the brand's own site, and the set is described as limited edition.