Makeup Industry

Rare Beauty’s latest campaign is all about shining a light on Latina women

On Monday, May 11, Selena Gomez dropped a new campaign for her cosmetics brand. The campaign is all about celebrating the diversity of the Latin American women community and features 48 different women, each representing a unique shade of the brand's new foundation.

The campaign was put together to kick off the brand's new foundation, but it’s way more than just a marketing effort. Called "Every Story Belongs" this advertising campaign is a personal shout-out from Selena Gomez to her roots and the Latin American community.

The campaign is all about breaking down stereotypes around Latina beauty and showing that Latin American Women come in more than just one "look." Selena brought together 48 women from all over the Latin American community, including Indigenous and Afro-Latina women, to showcase each of the 48 shades of the new "True to Myself" foundation.

The campaign features some well-known faces like Desi Perkins, Pili Montilla, Monica Veloz, and Mikayla Nicole, along with Rare Beauty employees and their families. It also includes a bunch of content creators and influencers from the Latin American diaspora joining Selena Gomez to celebrate the diversity of the new foundation's 48 shades. The whole project was directed and photographed by Brittany Bravo, an artist from Los Angeles with Mexican-Costa Rican roots, making sure the vibe stays super culturally authentic.

In interviews with a bunch of media outlets, Selena pointed out that this campaign is all about helping young people feel less alone. She said, "I want young people to recognize how powerful their individuality is instead of constantly comparing themselves to others. Our differences are what make us beautiful."

Selena also shared that she used this base during some important moments in her life, even before it was officially launched. This included her wedding day and when she was filming her music video on Sunset Blvd.

True to myself

The foundation is called “True to Myself Natural Matte Longwear Foundation” and it has this cool 3-in-1 technology that works as a primer, foundation, and setting powder all at once. It makes your makeup routine super easy by combining everything into one step!

Additionally, the foundation features a "modern matte" finish. Unlike traditional matte foundations that can feel heavy, this version has an airy texture, promising 8 hours of hydration and a finish that resembles real skin.

"What I really love is that it does three things in one: it prepares, covers, and seals."

-Selena Gomez commented in an interview with influencers.

“True to Myself” is a foundation that you can build up for just the coverage you want, and it has a nice, natural matte finish. Rare Beauty's website says it’s sweat-proof, humidity-resistant, and won’t transfer. Plus, it keeps your skin hydrated for up to 8 hours. It also has this cool formula called “True Comfort Complex™,” which is packed with vitamins and antioxidants, including sodium hyaluronate, ginger root, and algae extract. This blend helps strengthen your skin barrier and locks in moisture, so you stay comfortable all day long.

Rare Beauty's official launch occurred on its website and in stores like Sephora (including Mexico) and Ulta Beauty, marking a significant step for the brand's expansion and growth.